Jonathan Jay Aldeguer, recipient of the Ten Outstanding Young Men in the Philippines Award for Business Entrepreneurship in 1997, was prompted to publish a bi-monthly glossy magazine to showcase the best of the island of Cebu.
"Just like most Cebuanos, I have always been proud of Cebu," he says. "In my daily life, I find myself making a conscious effort to veer the communication towards topics that will allow me to talk about my place and end up inviting people to visit here."
"It frustrates me to no end to realize that there are a lot of people, both Filipinos and foreigners, who do not really know how beautiful Cebu is," he continues. "Thus, the publication endeavors to unveil the uniqueness of the place, hopefully helping readers to discover, while it inspires and assists us to rediscover the magic of the island."
The recent standing-room-only launch of Cebu! magazine at the Ayala Entertainment Center had Cebuana singer Pinky Marquez as the guest entertainer. A mini fashion show by Cebu’s sought-after designers, namely Philip Rodriguez, Joy Bernaldes and Jun Escario, was featured. Past Miss Cebu Tourism winners Christine Inocencio Aldeguer and Maria del Carmen Antigua, the evening’s hosts, talked on various home-grown talents.
In attendance were dedicated government officials, highly driven commerce and industry leaders, business tycoons, the city’s literati and glitterati and the concerned stakeholders from the travel and tourism industry.
Alice Queblatin, a veteran tour operator and this year’s president of Skal, an organization of travel industry managing professionals, states, "I am glad this type of magazine has come out. It’s a fun read. It strikes me. I will include it in my sales promotional kits."
Globe Telecommunications senior marketing manager Mon Escaño has this to say: "This magazine is timely. It shows that nothing can stop us. That’s the Cebuano spirit."
Cebu Holdings president Rene Almendras proclaimed, "It will tell the world who we are. The Cebuanos should find the magazine as a source of pride," while Cebu City Mayor Tomas Osmeña declares, "This magazine will help integrate the different opportunities for tourists here in Cebu."
Cebu Arts Council president Petite Garcia believes, "It will make you fall in love with Cebu all over again."
Jay Aldeguer – "Wear a smile. You have a real winner in your hands. Best of luck."