CHARLESTON, SC (WCSC) - We had an opportunity for a behind the scenes look at a magazine made right here in the Lowcountry that has a pretty far reach.
Bucking the trends, Garden and Gun, a magazine about the south, has become a huge hit with loyal readers not just below the Mason-Dixon Line.
From the start, the publication had more than a few strikes against it, by publishing outside of New York and making its debut in the digital age.
A former drug store in downtown Charleston is dispensing a different kind of elixir these days.
The store is home of Garden and Gun magazine, an award winning, slick publication gracing coffee tables across the south and beyond.
"The fact that it's a wonderful lifestyle, we get to live in the South. The art, culture, the sporting life, all those things really come out of the land," said Rebecca Darwin, president and CEO of Garden and Gun.
Darwin launched Garden and Gun in 2007 with plenty of know-how as a former publisher of the New Yorker magazine.
But soon, the economy would hit the skids and famous magazines were folding.
Darwin's magazine was hanging on for dear life when one passionate reader promised to come shoot her down if she closed the doors.
"I know he meant it tongue-in-cheek, but it was really true," Darwin said."The readers had become so passionate about the magazine and so involved, I think we might have had a revolution on our hands if we let it close."
Despite the odds, they grew. The Garden and Gun team has earned shelves of awards including top industry recognition.
While the brand is expanding, the plan is to stick with six issues a year.
"But we're not a southern magazine, we're a magazine about the South," Darwin said.