PIP says python-magic is installed, but substanced says it is not

Question

I'm followin the Substanced installation instructions here http://docs.pylonsproject.org/projects/substanced/en/latest/install.html

step:3 $ bin/python -c "from substanced.file import magic; assert magic is not None, 'python-magic not installed'" => python-magic not installed

So I run pip install python-magic => Requirement already satisfied: python-magic in c:\users\edmunds\appdata\local\programs\python\python36-32\lib\site-packages

Any ideas why I'm getting mixed messages here?