RU Sorted with Somewhere to Go; PUBLISHING: Free Entertainment Guide Launched by Brothers Aims to Branch out to England

Western Mail (Cardiff, Wales), September 6, 2001 | Go to article overview

RU Sorted with Somewhere to Go; PUBLISHING: Free Entertainment Guide Launched by Brothers Aims to Branch out to England


Byline: MARK DAVIES

RU Sorted Ltd, at the forefront of creative industries in Wales, has grown from a part-time hobby run by two undergraduates of the University of Wales to a successful, cutting-edge publishing, design and marketing company.

Brothers Eduardo and Federico Pereira set up RU Sorted maga zine in April 2000.

According to Fed, "People nowadays are willing to travel, especially to the promise of a good night out! Cardiff and Swansea both host large events which attract people from all over Wales, but we found that a lot of the time potential customers are unaware of the event and all its details."

Ed explains further, "We always had an interest in the music industry having already organised events all over Wales, however we found that our different talents were well suited to publishing. So I took on the role of publisher whilst Fed handles all the editorial and content of the magazine."

With a bias towards music entertainment, RU Sorted magazine is Wales's only free national entertainment magazine. It is well known for its celebrity front covers and interviews. Past exclusive interviews have included Stereophonics, Stereo MCs, Judge Jules, Pete Tong and Moby.

In February the magazine was re-launched to huge acclaim.

It is now seen as an essential guide to going out for 18-30-yearolds in Wales and the West.

Ed said, "We've been so effective in reaching the youth market that RU Sorted is now a permanent part of Wales's publishing history, as the Welsh National Library has recently requested all of our issues to archive.

"With more than 400 outlets in Wales, not including our unique hand2hand distribution at popular venues, we believe that RU Sorted magazine is a vital tool for our advertisers wishing to promote their product to the youth market."

As the magazine has grown, more major companies have aligned themselves with the product and brand name. It has working relationships with HMV, 20th Century Fox, DMC, Virgin Group as well as leading record labels, educational establishments and county councils.

"We were two brothers from a small town in West Wales. We grew with the company and worked hard for its success. Now we pick up the phone and we're talking to some of the most influential people in the music scene. To us it's just day-to-day business but you sometimes take a step back and think 'wow', " said Fed.

The key to this success has been RU Sorted's strong links with the University of Wales and Finance Wales who have supported the magazine since its incorporation through the Wales Spinout Programme. …

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