We looked. We really did. We just could not find an interactive digital magazine in South Africa that did what digital magazines in the so-called developed world could do. It wasn't a software thing because that's globally available. It was, in our opinion, a skills thing. Too many "hack jobs" out there pretending to carry the work of professional online journalists and designers but lacking in every way. Don't get us wrong, traditionally, many of the online magazines found in SA come from print versions.