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SAIA Directory

We created and published this professional auctioneering institute’s inaugural annual industry directory, and helped them turn a profit on it!


In 2015, the South African Institute of Auctioneers asked us to help them produce their very first annual directory of its members.

Unique obstacles:

  • SAIA didn’t have the budget to produce the directory at cost, and thus needed to fund its publication and distribution with the directory itself.
  • SAIA would provide a list of their members to contact for advertising sales, but could not do this itself.
  • SAIA required a savvy content partner, able to generate new content as well as compile the directory listings from members around the country.


A self-funding (even profitable) printed magazine and online page-turner, with an automated/electronic backend system for managing advertising sales and directory listings.

View the directory online

Here’s how we did it:

  • Member information was drawn from the provided SAIA members’ list and was placed in the basic listing section of the directory..
  • Members got to sign off and/or make changes to their listings.
  • All members got a free basic listing, but then we up-sold members to take featured listings and adverts at cost.
  • Members who wanted to pay extra could simply select the package of their choice and send us their material, either made up or for us to design and make up.
  • We prompted members to provide their listing details and take packages through a cost-effective email campaign.
  • For specialist up-selling to cover costs, we employed our sales team to sell full pages, double page spreads and advertorials.
  • We generated all additional content in-house to promote SAIA, its affiliates and the industry in general.
  • We did all content, layout, subbing and proofreading in-house, and negotiated excellent printing prices.


  • The SAIA Directory 2015 was successfully delivered to all the appropriate industry hubs.
  • The directory is also permanently available as a page-turner online.
  • Not only did the directory pay for itself, but SAIA made a profit on it.




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