EF Journal Publishing Company

The logo of the company

EF Journal-Publishing Company (The EF, and EFJP) is a Luan newspaper based in the City of Lua with a readership across the realm of Okan. The company was founded in 1331 BR by Jezebel Alpinum, it was initially called The Alpinum Journal which was named after Jezebel, later changed the name to EF Journal-Publishing Company in 211 AR.

## History

### Origins

EF Journal-Publishing Company was founded as the Alpinum Journal on the Summer of 1331 BR. Founded by a journalist and a scholar named Jezebel Alpinum. Early investors of the company included Morgan Rubiginosa, Landulf Narcissus, and Fyodor Lavandula. The first published issue of The EF was on the Fall of 1331 BR, and it was sold for a gold nugget. The company headquarters was located at the Alpinum's estate.

In 211 AR, the name of the company was changed to EF Journal-Publishing Company for reasons given by Jezebel herself, regards the professionality and the popularity of the business. The "EF" in the name of the company, stands for "Eternal Flower." Later in the same year, the company started to ship out newspaper to Tamaki, Nedrara, then later Bravos in 213 AR.

In 462 AR, Jezebel Alpinum passed away, and her son, Valery Alpinum took over the company. Just five year later, the business almost went bankrupt, and had to sell the firm to Fyodor Lavandula for 85,000 gold ingots; as well as the company's headquarters.

### Lavandula Era

After the company was sold to Fyodor Lavandula. Under his leadership, and his daughter's, Zoraline Lavandula. The issue extended its breadth, and marketability. In the winter of 463 AR, The company published their first newspaper that features crossword, and eventually it began to appear regularly in late 463 AR.

Later in 497 AR, Fyodor Lavandula died, and his daughter became a successor of the business. The fashion section made its first appearance in the issue just 2 months after that.

In 613 AR, Zoraline Lavandula bought a land in City of Lua, near the entrance. She then hired Sidonius Sibirica, a Luan architect and Jamie Paeonia, an interior designer to design the new (and the current) EFJP's headquarters in the city town square. The construction began shortly in the Fall of 613 AR, and the building was completed in the Summer of 615 AR. The estimation of the total construction cost is 295,000 gold ingots. The company fully moved out of the Lavandula's estate (Formerly the Alpinum's estate) in 616 AR.

In 639 AR, The company under Zoraline's leadership, issued the first newspaper that features a comic strips, which largely contributed to the popularity of the paper.

### The fire incident

During one night in the winter of 671 AR, the building caught in flames mysteriously, rumors said that it was the doing of the Alpinum family, one (intoxicated) eyewitness from the tavern in the opposite side of the street claimed that he heard the sound of a glass breaking, and he came out to check out the sound, he then stated that he saw a shadowy figure running off from the building just before the building caught on fire. However, the investigation had been held and it was assumed that the fire incident was a total accident, from a lantern that was left lit that night.

The reconstruction of the EFJP's headquarters began just a month after the strange incident. It is estimated that the flame had done an immense damage that cost over 83,500 gold ingots. The headquarters reopened later in the same year. The publications of the newspaper was temporally moved to the Lavandula's estate during that time. Since the fire incident, the company started to hire a night guard to live in the building permanently.

Later in 703 AR, Zoraline sold the company back to the Alpinum Family, under the name of Thomas Alpinum (Valery's son in law) for 1,598,000 gold ingots, she did not give the reason why she sold that company, it is assumed that the fire incident, and her old age may have influenced her decision.

### Present days

After Thomas Alpinum bought the company, various of new sections had been introduced to the newspaper, including business, travelling, lifestyle, and beauty, with the aim to attract more readers and advertisers.

In 758 AR, the company changed the format of the paper for the first time, from eight columns to a six-column format.

Later in the Fall of 917 AR, Zoraline passed away, and in honor of her, the company put a portrait of her as well as a portrait of the former owners, including Jezebel and Fyodor, to the wall of fame in the second floor of the building. Thomas shortly died 2 years later in 919 AR, and his portraits was added to the building as well, and his daughter, Marianne Alpinum took over the company.

In 975 AR, the company changed the format to the current five-column format.

### Headquarters building

The company's first building was located at the Alpinum's estate in the city of Lua, the business stayed at the same location (the name of the place change to Lavandula's estate), despites the change in the management. It moved to EFJP's headquarters in 615 AR making it the first newspaper company in Lua that located in a building built specifically for its use.

### Slogan

Until the change in 669 AR, under the management of Zoraline Lavandula, the slogan of the company had always been "All Luan's news." Since then the slogan changed to "All Okan's news."