It fills a gap between the internet hurly-burly, the grassroots nature of the Llanelli Star and Carmarthen Journal and the arm's length feel of BBC Wales.
An elegantly presented A4 magazine with a satin finish, it's now in the hands of the Carmarthenshire Heritage Regeneration Trust and is being run as a not-for-profit publication.
In celebrating the county, it follows on from its previous - less classy - incarnation and looks like it means business. Cover price is £2.20, its layout is neat and tidy and its content is well thought through.
Its spring edition featured editorial pieces on a colourful spectrum of topics ranging from the Carmarthenshire Association of Voluntary Services to the county's teacher of the year as judged by the Radio Carmarthenshire/Scarlet FM Local Hero Awards.
There was poetry, heritage, music, arts, local history and a lot more.
In the latest edition (April/May), editor Jenna Fulford has harnessed the skills of the contributors' team which includes Fairtrade campaigner Phil Broadhurst, storyteller Idris Davies and local history fan Alan Owen.
Carole Ann Smith is given the centre spread to highlight 20 years of Llanelli Writers' Circle. The group began as a collection of novices on a creative writing course and launched with 13 members. Much has happened since and the circle remains an important active ingredient of the Llanelli cultural mix. Well done to all concerned.
Publicity-wise, there are good things happening in Carmarthenshire Life. Llanelli's Coffee House - in the home of the Elim Pentecostal Church - offers 10% off, the WI offers a fine recipe for honey sponge pudding and The Laugharne Weekend festival gets a good plug.
There's an informative diary of events and advertisers include business consultant Ross Carbery and virtual office operator Alpha Business Works.
The latest ad rates I have for the bi-monthly mag include: Full Page - 1 edition £450, 3 editions £1,215, 6 editions £2,165.
Good luck to everybody involved with the publication.
