Magazines got boring; magazine publishers got bored.
Baffled by the digital era and panicked by falling revenues, most publishing houses lost their passion, churning out the same old formats instead of embracing innovation.
Fortunately, some dared to think differently. We can all learn from Vice, Monocle, The Drum, Gentlewoman, Delayed Gratification and other new wave publishers celebrated by magculture.
Inspired by our experience with Hot Rum Cow, we’ve thrown ourselves into new ways of imagining magazines. For us, the future is about collaborative journalism, it’s about big ideas and it’s about a new magazine we’re launching this summer called Poppy.
Fraser Allen | Publisher, Hot Rum Cow
Writing the story of Gary the Lovelorn Giant.
The pinging noise my inbox makes when an illustration arrives from one of our artists.
Receiving letters from our little fans.
Smelling a new edition.
Seeing our mags on the shelves of happy stockists.
The moment when that idea for a new magazine won’t let you sleep properly until you launch it.
Only doing four issues a year.
That week in between sending files to the printers and getting issues back.
Emails from subscribers moaning they’ve not received their edition, THIS MONTH. We’re quarterly.
Another bookshop closing down.
Cathy Olmedillas | Editor, Anorak
Want another 99 magazine professionals telling their stories for just £5?
Every penny of the cover price goes to MagAid to put magazines into schools and help develop a love of reading in under privileged school children. Buy it here now.
I’ve worked in advertising sales for 14 years. Every year targets increase and I need to find new advertisers in an increasingly competitive market.
I feel sick when I look at my targets. I lay in bed thinking of innovative ways to help my clients reach their customers, build their brand and beat their competitors.
I get to travel the world to some nice places… and to some not-so-nice places.
Would I change my career? Not a chance. I live off the adrenaline of a deadline and seeing the magazine land at the end makes it all worthwhile.
Long live print media…
Carol Hardy | Group Advertising Manager, Rapid News Communications
I’ve worked in magazines for almost four years now, and since I started I’ve heard that digital magazines would be the end of print magazines…
What I’ve found though is that magazines are more diverse; yes a portion of magazine sales are digital, but what I’ve also seen is that websites have grown and adapted to consumer needs, just as many magazines continue to do.
Print no longer makes up the whole of the magazine market, instead of a print tree, magazines are now a tripod, supported by digital, web and print, and are thrice as accessible because of it.
John Rumble | Newstrade marketing manager, Frontline Ltd
So much for me starting out in trade journalism then darting off to Vogue after six months. Twenty years on and I’m still loving everything B2B magazines throw at me.
Publishing is great. I especially love B2B if only for the reason that when you tell people what you do, they say ‘oooooh’ and when you tell them on what, they say ‘oh’.
Joking aside, there’s nothing better than putting together a magazine or writing website stories hoping your readers like what you’ve done. Plus, you get to meet fantastic people and travel the world – what could be better?
Lu Rahman | Group editor, Rapid News Communications