One was aware of the average Goan's apathy towards reading, leaving aside few daily newspapers. This explains the fact that no periodical worth its name, and with a widespread readership, could be established in Goa, despite factors like Goa's high literacy, and relatively higher affluence levels. In the past one decade, a number of family-oriented and political magazines have hit the stands, only to disappear without making their mark. Those existing are struggling for their survival or are backed by big corporate houses. Then there was a new trend of free-sheeters that gripped Goa for a while. That too is seems to be slowly fading away. On this backdrop, it was really a risky attempt to start a specialized magazine, leave alone the general magazine. Number one, there was no corporate house backing this effort nor did one have any savings to run it without any expected returns for the initial period. Most importantly, I did not have any other source of income since this was my full time activity. One had to run the show all alone, which meant which meant facing demands of 12 hours or so of time each day. One must put it on record here that without the financial and moral support of my wife, Sangeeta, it would not have been possible for me to take this major risk. It could be argued that most of the magazines which were closed down did not have a professional approach, consistency and utility value. These are critical factors for any publication's success. More so in a place like Goa. You need to study the mind of the reader, and his or her likes and dislikes. How a story is displayed is as important as the choice of the story itself. Readers should get something refreshing to read, and not just a rehash of stories already appeared in the daily newspapers. For a product to succeed, it should also have some utility value to the readers. People are bombarded from all sides with knowledge and information in this information era. The job of the media is to screen and customize this information for the benefit of their readers. This is the role especially of the niche magazines, and it is the secret behind Digital Goa. The first issue of Digital Goa rolled out in the first week of April after a three months of running around. But very soon the initial enthusiasm was over and I had to face the stalk reality. Publication is the capital-intensive business. You have to go on pumping money for years before the product starts yielding fruits. So you need tremendous sustaining power. Many times, one was confronted with existentialist dilemmas -- whether or not to continue to invest money without any signs of returns. The returns were almost commensurate to the investments, and one point of time my investing power was almost exhausted. But I did not give up and the result is before the reader to judge.