Business Monday

Startup Spotlight: Caribbean Journal

Guy Britton, executive vice president, and Alexander Britell, editor-in-chief/founder, of Caribbean Journal in the offices of Pipeline Brickell on March 16, 2015.
Guy Britton, executive vice president, and Alexander Britell, editor-in-chief/founder, of Caribbean Journal in the offices of Pipeline Brickell on March 16, 2015. MIAMI HERALD STAFF

Caribbean Journal

Concept: Caribbean Journal is a daily digital magazine covering news and travel in what the publication likes to call the “Greater Caribbean.”

Story: Alexander Britell graduated from Harvard College cum laude and received a scholarship to attend the University of Miami School of Law, where he soon began studying Caribbean law. He had been a journalist since high school, and one night before graduating from law school, had the idea to launch a regional Caribbean news source. In 2013, Britell joined forces with longtime media executive and former Caribbean and Travel and Life Publisher Guy Britton and expanded the site with more robust travel and tourism content.

“The Caribbean is unique in the world in that it is a place that everyone wants to know about and visit, but for which there has long been a significant information deficit, even more so for people who live within the region,” said Britell, editor of Caribbean Journal. CJ aims to bridge that gap by focusing on two major areas: news (politics, economics, energy and the environment) coupled with travel and tourism, the region’s single largest economic driver. “The goal is to unite two often disparate worlds: the people who live in the Caribbean, and the people who travel and invest in the Caribbean, and to inform them about what’s happening in the region and why it matters to everyone,” Britell said.

Today, the magazine has grown to become the world’s largest website covering the Caribbean and the leading resource for news and travel information on the Caribbean, Britell said. It is read in more than 200 countries and territories, with the largest concentration (about 65 percent) in the United States.

CJ has its office at Pipeline Brickell, which has proven to a valuable collaborative resource for the company’s growth. CJ even hosts regular Rum Tasting at the space as part of its Rum Journal section.

Founded: 2011

Management team: Alexander Britell, editor-in-chief/founder; Guy Britton, executive vice president.

Number of employees: Five.

Website: www.caribjournal.com

Financing: $500,000 in angel equity financing

Recent milestones reached: 460,000 visits in one month in January, just topped 44,000 subscribers (email newsletter goes out every day of the week) and 88,000 Facebook likes, 268 percent year-over-year audience growth. Won two Caribbean Tourism Organization media awards. Hired Caribbean travel expert Sarah Greaves-Gabbadon as travel editor at the end of 2014. “Among our staff, we’ve now visited every country in the Caribbean,” Britell said.

Biggest startup challenge: Building an Internet audience from scratch. In the very early days, CJ was getting 50 people a day. Now it’s 15,000, Britell said. 

Next step: Hosting conferences and small events in Miami and expanding audience development. “We believe that there’s nothing stopping us from reaching 5 million visits a month or more. But what’s important is that we stay lean and efficient and maintain our editorial vision,” Britell said.

Partner’s view: “I knew the minute I saw Caribbean Journal what a great opportunity there was to grow the audience and make it valuable for advertisers,” said Britton, who has more than 20 years of digital publishing experience and knowledge of the Caribbean. “We will continue to produce new, useful and entertaining content that attracts the right readership. Events are a great way to grow. We will continue to host rum tastings, small press conferences and accept speaking engagements.”

Nancy Dahlberg @ndahlberg

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