Home' Trinidad and Tobago Guardian : June 12th 2014 Contents BG6 | NEWS
BUSINESS GUARDIAN www.guardian.co.tt JUNE 2014 • WEEK TWO
T&T needs to do more to pro-
mote itself as a business des-
tination to foreign investors,
said Richard Lewis, chairman
of Prestige Business Publica-
"We need to focus on the fact that like
every other business in the world, the country
is a business and we need to portray ourselves
as a business, which means investments in
tourism, petrochemicals, banking or whichever
part of the economy. The fact is no one writes
marketing material, which says that their
business is not good. They always focus on
the positive aspects of the product that is
being sold," he told the Business Guardian.
The three magazines produced by Prestige
Business Publications are: Who s Who in
T&T Business, Business T&T and Ins and
Out of T&T. These publications focus on
businesses and companies in T&T, attracting
foreign investment and promoting T&T as a
Lewis said sometimes too many negatives
aspects of T&T get aired in the news, which
hurts the country s image as an investment
"Unfortunately, the very nature of what
we have come from and where we are now,
mean we need as much positive marketing
as possible. No matter how you brand or how
successful your business or economy is, if
you cannot communicate this, then we cannot
go anywhere. T&T has a good product to sell.
T&T is a business-oriented country."
He said his three different publications
portrays T&T in a positive light which invite
investors to come to T&T.
"When people say there is crime or some
other negative aspect, I tell them that is for
the newspapers and I am not interested in
that. But when a foreigner starts to think
about business, they channel their mind into
the competitive aspects of business, whether
there are competitive businesses, good infra-
structure in T&T and other economic aspects
of the country," he said.
Lewis, who is also the chairman of the
Council for Competitiveness and Innovation,
spoke to the Business Guardian on Monday
at the Ministry of Planning, Tower D, Port-
of-Spain International Waterfront Centre.
Who's Who In T&T Business
Lewis got the idea to start the company 14
years ago when he saw that Barbados had its
own version of a Who s Who In Business
publication and he wanted to try the same
thing in T&T.
He emphasised Who s Who is not a "mag-
azine", but a "business tool."
"At the time I said this would be good, and
I am serial entrepreneur, and I am always
looking for business opportunities. I started
with $15,000. It was 50 per cent down and
50 per cent when the magazine was printed.
Through my connections with the T&T Man-
ufacturers Association (TTMA) and others
in the business community, it was not a dif-
Initially, Prestige printed 8,000 copies of
the first edition. Today, that number has
climbed to between 10,000 and 12,000 for
"After 14 years, we still have 80 per cent
of the people who bought the first edition.
This publication provides exposure for their
high quality company and businesses. The
target market is bigger companies and also
the smaller entrepreneurial company. We are
looking for people who can boast they have
a world-class company," he said.
Lewis said the publication has increased
its circulation over the years because of its
high quality and innovation in its look and
"We have a very specialised distribution
where it is given to the advertisers and then
very focused on business people. It is not a
general hand out, but a business tool for busi-
ness people and foreign embassies."
Lewis explained there is no cost for the
magazine as it paid for by advertisers.
"The bigger companies take like a two-
page spread, the middle ones take one page
and smaller ones take half page. The only
editorial is the openers for the industrial sector
where statistics are given and other such
details. It is not really editorial type, but infor-
mation about companies."
The theme of this year s edition, which is
due out in August, is "compasses of doing
"T&T is a destination for business and the
compass is where we are going in the global
Continued on Page 7
When a foreigner starts to think about business,
they channel their mind into the competitive
aspects of business, whether there are
competitive businesses, good infrastructure in
T&T and other economic aspects of the country.
Links Archive June 11th 2014 June 13th 2014 Navigation Previous Page Next Page