After having served on the cultural commission to the government for three years, Gould became very aware of the lack of educational and marketing skills many people in the field have. “Lack of money is one aspect,” she says. “Another is lack of understanding of the need to spread information. Many artists of all descriptions get so caught up in the making of their product they overlook the necessity of informing the public of what, how and why they are creating the work. Being in the artistic field myself, I am very aware of this situation.”

ImagineMag promotes, educates and helps to market art and culture. Practitioners in the arts and culture field are invited to contribute articles relating to their work so that the general public can make more informed choices about what to support. The magazine provides artists with a voice to discuss their work and to sell their service or product.

Contributors are as wide and diverse as the magazine’s subject matter. Historian Dr Dawn Gould writes on cultural affairs from the past and how they impact on lives today. Erica du Toit from the Association for the Physically Disabled writes on perceptions of disability and the impact on society. The magazine's subject matter has ranged from ballet to the opera, puppets to films to fine artists and installations, a range of musicians, motor cars, cyclists, books, radio and railways and their impact on our cultural way of life. The general reader is catered for with varied and thought-provoking material.

ImagineMag provides a free event listing for the art and cultural fraternity. Both editorial contributions and advertising support are welcome.

Since its launch late in 2009, ImagineMag's statistics as at 6 February are:

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Gould is a Fellow of the Imperial Society of Teachers of Dancing. She is the principal and owner of her full-time ballet school, director and choreographer of her contemporary ballet company Dance Crew, owner/manager of Tokai On-Main, a 100-seater intimate theatre, and editor-in-chief of ImagineMag.