Archive for the ‘Innovation in print’ Category

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Retro Fan Magazine: A Nostalgic & Evocative Look Back At The Pop Culture Of Yesterday With A Tagline That Reads “The Crazy Cool Culture We Grew Up With” & The Magazine Does Not Disappoint – The Mr. Magazine™ Interview With Michael Eury, Editor, Retro Fan Magazine…

August 15, 2018

A Mr. Magazine™ Launch Story…

“To me, and again I know that I’m speaking as a person who is 60-years-old and my perspective is obviously shaped by my experiences throughout my life, but I consider something in print to have a degree of permanence and actually a degree of importance that I really don’t think you have in quite the same way when it’s exclusively digital. There’s just something about holding it in your hand and having it on a shelf, having easy access to it for reference if you choose to. Or if it’s a book that you cherish and something that you pull off your shelf every year to reread, there is just something there that is very special.” Michael Eury…

From television’s “The Incredible Hulk,” to the highly popular Mr. Microphone, Ronco’s answer to the wireless device of the ‘70s, pop culture has seen many points of era interest come down the pike. The ‘60s, ‘70s, and ‘80s are chocked full of “retro” fads that just cannot be forgotten or ignored, especially now that there’s an exciting new magazine on newsstands to jog our memories. Retro Fan magazine is published by TwoMorrows Publishing and is an ultimate handbook for all things retro and fun, from tattoos in bubble gum packs to our favorite Saturday morning cartoons.

Micahel Eury is editor of the magazine and is also a comic book historian, author and editor and a man who sees the cultural importance of fads, ideas and the things of the past that still impact us today. I spoke with Michael recently and we talked about Retro Fan and the societal reverberations that pop culture brings to all of our lives.

The magazine is filled with these things that still play an important part of our lives: The Andy Griffith Show, Star Trek (how many of us grew up on Captain Kirk and Spock), an article with Lou Ferrigno (TV’s Hulk), and fun sitcom quotes, along with much, much more. It’s a great magazine jam-packed with information, and as Michael added, that all-important unpredictable factor that makes it unique.

So, sit back, relax, grab your Slinky for old times’ sake and enjoy the Mr. Magazine™ interview with Michael Eury, editor, Retro Fan magazine.

But first the sound-bites:

On why a print, retro-type magazine now, in today’s market: This is a natural outgrowth for the publisher himself. For 20 + years now, TwoMorrows has published a growing line of retro magazines that target comic book history and comic fandom. Over the past few years the publisher has experimented with a few books that branch out beyond comics into the broader popular culture. As far as yours truly is concerned, I have been working in the comic book industry for decades now. I used to be an editor and writer for comics and then overtime, as I got older, I sort of steered my career or it was steered by fate, toward being a comics historian. And since television and toys; collectibles and the moon-landing, and other pop culture events of my past, we’re also part of that pop culture tapestry that we pull from. It just felt like the right time to do this.

On the tagline “The Crazy Cool Culture We Grew Up With” and the audience that the magazine is targeting: To very specifically define it, and I’ll say this because this is our target audience I’m about to define, but I don’t necessarily want to anchor it exclusively to that. I’d like to have some flexibility as the magazine grows, but nonetheless it’s ‘60s, ‘70s, and ‘80s popular culture. So, that obviously creates a demographic of a reader who would probably be in his or her forties and up, because again, that’s their childhood that we’re talking about.

On whether he feels a reader can get the same history of pop culture in any other medium other than the printed publication: Well, I think you can. If you are prone to investigate that level of history, you certainly can, but we sort of do the searching for you and the gathering of the information for this. And also, with the involvement of people who are behind the creation of certain toys or comic books or TV shows; just whenever we do celebrity interviews to get their thought processes involved, I think that adds another layer for the audience as they’re reading the publication. Out of all of TwoMorrows’ publications, the others are largely targeted toward the comic book distribution network, meaning that most people who would buy the publication would either buy it off the stands or order it on a subscription list through their comic book shop or from the publisher itself.

On what he would hope to tell someone about Retro Fan one year from now: One year from now, I would hope that we are still on the newsstand. I think that in this particular age, as you know and as you are intimating from your questions, print is diminishing. I think that we have seen though that all of the deaf cries of the print medium that we’ve been hearing, and I’ve been in the publishing industry on and off for a good 30 years now, and people have been attempting to bury it for a long time, but it just isn’t quite going away. There are still readers, and perhaps they’re readers of a certain age who are aging and fading away (Laughs), but they still want to hold something in their hands that isn’t an electronic device. Given the demographic that we largely target, I think that our readers are going to prefer a print publication.

On the statement that today there is no war between print and digital, that it’s up to the reader to decide where they want to consume their content: I think that’s very well said and it’s very, very true. Print has held on in the past few years, and again, we also agree that the print runs are smaller than they have been in the past, but there still seems to be this balance between the two platforms, digital and print. If you were to talk to me about this 10 years from now, we may be fully digital at that point. I do think that there will be a continuing transition, but it’s not happening as rapidly as some of the doomsayers some 10 or 15 years ago were anticipating.

On whether he thinks that as long as we have human beings, we will have print: I hope that’s the case. That’s my interpretation as well. I think that someone half my age might disagree with me, but there’s a value to print. To me, and again I know that I’m speaking as a person who is 60-years-old and my perspective is obviously shaped by my experiences throughout my life, but I consider something in print to have a degree of permanence and actually a degree of importance that I really don’t think you have in quite the same way when it’s exclusively digital. There’s just something about holding it in your hand and having it on a shelf, having easy access to it for reference if you choose to. Or if it’s a book that you cherish and something that you pull off your shelf every year to reread, there is just something there that is very special.

On anything he’d like to add: The magazine is going to have an eclectic feel. It’s not going to be about one thing. It’s different from the comics history magazine that I edit, “Back Issue!” which is thematically-structured. Every issue of “Back Issue!” is centered around a given theme. And that has provided me editorial structure there. I really like Retro Fan to be more of just a really fun, almost unpredictable, grab bag of content. The second issue has a loose Halloween theme, but that’s a pretty broad subject when you really think about it, especially when couched within the ‘60s, ‘70s, and ‘80s.

On what he would have tattooed upon his brain that would be there forever and no one could ever forget about him: I’ve never been asked that before, that’s really a challenging question. I would hope that people would smile when they think of me in the future. Maybe through the work I have done with Retro Fan or other publications, because I know at the end of the day, I’m working on magazines and I also write books about comics and pop culture history. Is it the most important thing in the world to record the oral history of a comic book or animation artist? Or write about how the afro became a fashion sensation in the ‘70s? When you compare it to saving people’s lives on an operating table; no, but when you look at it from a broader perspective of just being a nice window into some of the pleasures and interesting things of our past, yes it does have some importance and I’m honored to be a part of this mechanism of recording these stories. So, if people think of me with a smile, wherever I am in the afterlife (Laughs) that will hopefully make me smile as well.

On what someone would find him doing if they showed up unexpectedly one evening at his home: I probably would be watching a little TV or reading a book. I’m finding now that I am editing a second magazine about pop culture that I’m spending less of my free time immersed in pop culture, because largely what has been my hobby in the past is my vocation, which is a really wonderful thing that a lot of people would wish for. So, it’s a blessing for me I believe, to be able to do this kind of work. I enjoy it. But I’m reading a murder mystery at night now, which has nothing to do with anything I do for my job.

On what keeps him up at night: (Laughs) Nothing keeps me up at night, but what gets me up at night is, and I can’t say this without sounding off color, but it’s having to go to the bathroom. (Laughs again) I am a man in my sixties. So, there is that. (Continues laughing) I’m really not that worried about things. I mean, there are plenty of things to be worried about. I could lose sleep at night over hatred; it does bother me when I really think about it. How, after all of the wonderful advances that I’ve seen throughout my lifetime; I grew up on Star Trek, which had this vision of the future where all cultures were working together as one. And you didn’t think about the fact that this person was from that culture or that planet.

And now the lightly edited transcript of the Mr. Magazine™ interview with Michael Eury, editor, Retro Fan magazine.

Samir Husni: I understand you have your own publishing company: TwoMorrows Publishing. So, tell me, why a print magazine; why a retro magazine; and why now?

Michael Eury: This is a natural outgrowth for the publisher himself. For 20 + years now, TwoMorrows has published a growing line of retro magazines that target comic book history and comic fandom. Over the past few years the publisher has experimented with a few books that branch out beyond comics into the broader popular culture. One that came out last year, this is by an author named Mark Voger, and the book is called “Groovy.” And it’s essentially looking at the hippie and the flower-power culture of the ‘60s and ‘70s. And there were a number of celebrity interviews, such as with The Brady Bunch kids and people like that. So, this is just a natural growth for him.

As far as yours truly is concerned, I have been working in the comic book industry for decades now. I used to be an editor and writer for comics and then overtime, as I got older, I sort of steered my career or it was steered by fate, toward being a comics historian. And since television and toys; collectibles and the moon-landing, and other pop culture events of my past, we’re also part of that pop culture tapestry that we pull from. It just felt like the right time to do this.

Samir Husni: The tagline of the magazine, “The Crazy Cool Culture We Grew Up With,” is sort of like you’re identifying your audience. Tell me more about that audience and how you want Retro Fan to connect with those of us that grew up in that crazy cool culture.

Michael Eury: To very specifically define it, and I’ll say this because this is our target audience I’m about to define, but I don’t necessarily want to anchor it exclusively to that. I’d like to have some flexibility as the magazine grows, but nonetheless it’s ‘60s, ‘70s, and ‘80s popular culture. So, that obviously creates a demographic of a reader who would probably be in his or her forties and up, because again, that’s their childhood that we’re talking about.

And the types of things that we’re carrying over from other TwoMorrows Publications and the other one that I edit is a magazine called “Back Issue!” It’s a comics history magazine that largely surveys the history of comics and related culture from the ‘70s forward, but mostly the ‘70s and ‘80s.

The thing that we bring over to this, to Retro Fan, is it’s not just nostalgia, although there is a really healthy dose of nostalgia here. There’s also a level of inquisitiveness. It’s essentially looking at all of this fun stuff that we all loved as kids, and looking at it through the lens of adulthood and whatever wisdom that we’ve garnered.

So, when we do an article about, for example, Lou Ferrigno, TV’s Incredible Hulk; obviously, there will be some basic Hulk questions that are asked of him, but also some other questions about his life and his personality to paint a broader picture of him as a person, beyond just him as the celebrity.

When we look at a certain toy or fad that was there at a certain time, yes, there’s a flashback aspect of it. But then we sort of want to analyze for us as a adults why it happened, why it happened at a certain time, and what repercussions do we experience today.

I wrote a one-page Retro fad article in the first issue, which you’ve read, about Mr. Microphone and as I was really looking back at that, beyond just the cheesiness of the marketing campaign (Laughs) and the fact that those things were so popular during their time, I realized that it was one of the very first mass-produced popular wireless devices and look at our culture today. And then secondly it was perhaps the first very popular device that really put the spotlight on the individual and now we live in an era of people carrying Smartphones and taking selfies, with a certain level of self-interest that has grown out of our attachment to these devices. Taking it back historically, Mr. Microphone was more than just this gimmick that a lot of people bought into. It was really a precursor of things to come.

Samir Husni: Do you feel that the magazines, the printed publications, or the books, are the best reflectors of that pop culture? Can you get that history of pop culture at your fingertips in any better medium?

Michael Eury: Well, I think you can. If you are prone to investigate that level of history, you certainly can, but we sort of do the searching for you and the gathering of the information for this. And also, with the involvement of people who are behind the creation of certain toys or comic books or TV shows; just whenever we do celebrity interviews to get their thought processes involved, I think that adds another layer for the audience as they’re reading the publication. Out of all of TwoMorrows’ publications, the others are largely targeted toward the comic book distribution network, meaning that most people who would buy the publication would either buy it off the stands or order it on a subscription list through their comic book shop or from the publisher itself.

With Retro Fan, we felt that there is an audience out there that is not typed in to that distribution network and by having it newsstand distributed, and it is a riskier and more expensive venture obviously to produce enough copies to distribute them in that fashion, we’re hoping to find individuals who are not connected to that distribution network I mentioned just a moment ago. And presumably you’re one of them, and I have gotten a lot of emails from people who have discovered the magazine on the newsstand, which is very encouraging.

To maybe anticipate a question; will that be enough to sustain its publication on the newsstand for months to come, I don’t know, it’s still too early to know. But it’s something that we felt strongly enough about, because I think there are just thousands of people out there who love the stuff that we grew up with. And we’re trying to find them.

Samir Husni: If you and I are chatting one year from now, what would you hope to tell me about Retro Fan?

Michael Eury: One year from now, I would hope that we are still on the newsstand. I think that in this particular age, as you know and as you are intimating from your questions, print is diminishing. I think that we have seen though that all of the deaf cries of the print medium that we’ve been hearing, and I’ve been in the publishing industry on and off for a good 30 years now, and people have been attempting to bury it for a long time, but it just isn’t quite going away. There are still readers, and perhaps they’re readers of a certain age who are aging and fading away (Laughs), but they still want to hold something in their hands that isn’t an electronic device. Given the demographic that we largely target, I think that our readers are going to prefer a print publication.

A year from now I still do hope that we will have a larger newsstand distributed print presence. If we find that the newsstand sales don’t warrant that cost, I think that due to the very strong reaction that we’ve had to the first issue and the anticipation for the future issues that the magazine will continue, but it would be distributed through the comic book world and through the publisher’s website. And we also publish it in the digital edition, so you can download it as well to bypass the print edition. And some people will do that, even older people who might prefer print, but they’ve got a houseful of books and magazines and sometimes you reach a certain point where there’s no more shelf space. (Laughs) But we’re going to continue to publish it as long as we can.

Samir Husni: I just gave an interview with a publication in South Africa and one of the things that I told them was the war between print and digital is long over, it’s up to the people to decide which platform they want to consume their content.

Michael Eury: I think that’s very well said and it’s very, very true. Print has held on in the past few years, and again, we also agree that the print runs are smaller than they have been in the past, but there still seems to be this balance between the two platforms, digital and print. If you were to talk to me about this 10 years from now, we may be fully digital at that point. I do think that there will be a continuing transition, but it’s not happening as rapidly as some of the doomsayers some 10 or 15 years ago were anticipating.

Samir Husni: I am one of those people who believe that as long as we have human beings we will have print.

Michael Eury: I hope that’s the case. That’s my interpretation as well. I think that someone half my age might disagree with me, but there’s a value to print. To me, and again I know that I’m speaking as a person who is 60-years-old and my perspective is obviously shaped by my experiences throughout my life, but I consider something in print to have a degree of permanence and actually a degree of importance that I really don’t think you have in quite the same way when it’s exclusively digital. There’s just something about holding it in your hand and having it on a shelf, having easy access to it for reference if you choose to. Or if it’s a book that you cherish and something that you pull off your shelf every year to reread, there is just something there that is very special.

I also understand though that someone who is 20-years-old, someone who has grown up with an electronic device in his or her hand is going to have an obviously very different look at reality and of how they enjoy their information. Anyone that would be of the age of a child or grandchild of mine would have a different perspective more than likely.

Samir Husni: Is there anything else you’d like to add?

Michael Eury: The magazine is going to have an eclectic feel. It’s not going to be about one thing. It’s different from the comics history magazine that I edit, “Back Issue!” which is thematically-structured. Every issue of “Back Issue!” is centered around a given theme. And that has provided me editorial structure there. I really like Retro Fan to be more of just a really fun, almost unpredictable, grab bag of content. The second issue has a loose Halloween theme, but that’s a pretty broad subject when you really think about it, especially when couched within the ‘60s, ‘70s, and ‘80s.

In the second issue, which comes out in September, you’ll have an article about the emergence of the horror movie host on television. There will be an interview with Elvira, and then I interviewed one of the sons of the Ben Cooper Halloween Costume company, who for kids of the ‘50s through the ‘80s, they were the number one manufacturer of these inexpensive, vinyl masked costumes that tied in the back, with all of the characters that you would expect from pop culture. From Mickey Mouse to the Six Million Dollar Man, and some weird things in between. Like Jaws – the shark. (Laughs) Anything that was popular in pop culture, you could dress up like for Halloween. So, I interviewed the son of one of the two founders and it has some very valuable insight and a lot of fun information there. And we look back at cartoon shows and such, so there is always going to be an unpredictable factor to the magazine. But a certain level of quality and intellectual curiosity will always be there.

Samir Husni: If you could have one thing tattooed upon your brain that no one would ever forget about you, what would it be?

Michael Eury: I’ve never been asked that before, that’s really a challenging question. I would hope that people would smile when they think of me in the future. Maybe through the work I have done with Retro Fan or other publications, because I know at the end of the day, I’m working on magazines and I also write books about comics and pop culture history. Is it the most important thing in the world to record the oral history of a comic book or animation artist? Or write about how the afro became a fashion sensation in the ‘70s? When you compare it to saving people’s lives on an operating table; no, but when you look at it from a broader perspective of just being a nice window into some of the pleasures and interesting things of our past, yes it does have some importance and I’m honored to be a part of this mechanism of recording these stories. So, if people think of me with a smile, wherever I am in the afterlife (Laughs) that will hopefully make me smile as well.

Samir Husni: If I showed up unexpectedly at your home one evening after work, what would I find you doing? Having a glass of wine; reading a magazine; cooking; watching TV; or something else? How do you unwind?

Michael Eury: I probably would be watching a little TV or reading a book. I’m finding now that I am editing a second magazine about pop culture that I’m spending less of my free time immersed in pop culture, because largely what has been my hobby in the past is my vocation, which is a really wonderful thing that a lot of people would wish for. So, it’s a blessing for me I believe, to be able to do this kind of work. I enjoy it. But I’m reading a murder mystery at night now, which has nothing to do with anything I do for my job.

Often, I do watch old television shows and movies, because I have a great appreciation for them. So, sometimes you would find me watching the Andy Griffith Show. I am from North Carolina, by the way, so that is gospel here. (Laughs)

Samir Husni: My typical last question; what keeps you up at night?

Michael Eury: (Laughs) Nothing keeps me up at night, but what gets me up at night is, and I can’t say this without sounding off color, but it’s having to go to the bathroom. (Laughs again) I am a man in my sixties. So, there is that. (Continues laughing) I’m really not that worried about things. I mean, there are plenty of things to be worried about. I could lose sleep at night over hatred; it does bother me when I really think about it. How, after all of the wonderful advances that I’ve seen throughout my lifetime; I grew up on Star Trek, which had this vision of the future where all cultures were working together as one. And you didn’t think about the fact that this person was from that culture or that planet.

We just had the Charlottesville, Va. anniversary and I went to see Spike Lee’s “BlacKkKlansman” recently and just to see the level of hatred in this country is something that would keep me up at night, but I think maybe I’m cushioned a bit by the nostalgia and the warm, fuzzy feelings of my youth to not allow it to affect me to my core. But I still carry it with me in my desire to try and be a good person every day and just treat people with respect.

Samir Husni: Thank you.

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Garment: Where Fashion Shows Off In Print…

August 1, 2018

“Garment embraces the battle of the opposites, and this is what [mis]suiting is all about.” Thus states Editor in Chief Emma-Chase Laflamme in her Editor’s Letter of the new Amsterdam Fashion Institute’s magazine Garment.

She goes on to say, “We believe there is no better analogy to reflect the evolution and current state of the fashion industry than the suit…They say if the suit fits, wear it. Garment says, does it have to? Welcome to the [mis]suit issue.”

The annual publication from Amsterdam University of Applied Science’s Fashion Institute has been a fixture in the Dutch magazine world for more than a decade. Each issue is unique, as unique as the students and faculty who creates it.

After a short hiatus of no print issue, this summer the magazine is back in print. Frank Jurgen Wijlens, one of two editorial coaches of the magazine and the program coordinator, tells me in a note that accompanied the magazine, “Dear Samir, happy to show we were back to print. Happy readings. All the best, Frank.”

Happy readings indeed. Well designed, well edited, great photography and greater [mis]suits.

Another good example of what print can deliver that digital can’t. The sense of holding this issue of Garment in your hands, flipping the nicely sewn pages (no pun intended), is worth every penny of the 13 Euros that the magazine costs.

Want your own copy? Go to http://www.hva.nl/amfi or http://www.amfi.nl

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NewBeauty Magazine: A Relaunch That Highlights Editorial Integrity & Authority, While Cultivating More Than Just A Millennial Audience – The Mr. Magazine™ Interview With Agnes Chapski, President, NewBeauty…

July 27, 2018

“It’s a huge population and a very affluent audience. They actually have more spendable income and more money. In the beauty space, it’s completely underserved, so when you think about it, to me, it’s an amazing opportunity to speak to women who are hungry to have this kind of information. No one is really intelligently speaking to them, so that is a strong business reason.” Agnes Chapski On Why Baby Boomers & Gen Xer’s Are So Important To NewBeauty…

NewBeauty has been described as the definitive authority on all things beauty, and has the tagline to prove it. As a brand that believes in content that is 100 percent dedicated to beauty, from the scientific to cutting edge, NewBeauty has carved a unique niche for itself in the beauty space. And while the scientifically-driven approach to beauty that founding editor Yolanda Yoh Bucher created is still very much present, new Editor in Chief, Emily Dougherty and President of the company, Agnes Chapski, decided that a bit of tweaking was in order. So, along with the design vision of Creative Director, Dean Sebring, the team has raised the bar even more to include not only the scientific, but a palpable new emphasis on fun and personal storytelling.

And it’s inspiringly beautiful – as the beauty content of the title demands. I spoke with Agnes recently and we talked about the present and the future of the brand – and not just the magazine. With a focus on the Omni-channel development of the entire brand, Agnes has the goal of further diversifying and developing the brands existing revenue streams and initiating even more. And with her experience, Agnes was publisher and chief revenue officer of Allure for nine years prior to joining NewBeauty, there is no doubt that she can handle the job and her goals. And while the millennial audience is always important, Agnes isn’t avoiding the baby boomers and the GenX generations either. Recognizing the potential that lies within that group, she is determined to speak to all women, no matter their age. Just another sign that she has a firm grasp on the helm of this strong brand.

So, grab a nice glass of your drink of choice and join me as we take a stroll down the lanes of beauty with a woman who is excited about the multiplatform of her brand and can’t wait to lay the foundation (pun intended) for all the great things to come, the Mr. Magazine™ interview with Agnes Chapski, president, NewBeauty.

But first the sound-bites:

On reinventing the magazine to have not only the science behind its content, but also the heart: I’ve been at Sandow now for about nine months and it was really important to relaunch the magazine for multiple reasons. A big part of it was finding the right editor in chief, finding Emily; obviously that was the first step. But when I think about NewBeauty and all of the assets that we have, we really are an Omni channel. We have so many other media assets, but also businesses that are surrounding the brand, but to me the magazine is really the foundation; it’s our most visible asset. And that editorial integrity and authority is extremely relevant, especially in today’s media landscape where for many other companies that has not been the priority. We truly believe, especially in the beauty space, that credibility matters to women.

On what she’s doing to ensure that NewBeauty doesn’t disappear from advertisers’ radar: I’m going to answer this question in two parts. Number one, we’re not solely reliant on advertising revenue in our organization. Our founder, Adam Sandow, always looked at business first and what I mean by that is, there are a lot of things that he created around the NewBeauty brand that are profitable and not reliant on advertising. So, it’s creating relationships and trying to be full-beauty solution providers to our clients versus just trying to attract advertising dollars from them. Advertising is an important revenue stream, but it’s not what we’re completely reliant on.

On what has been the most pleasant surprise for her since becoming president of NewBeauty:
I like that it’s really spread out, that we can go to clients and offer multiple solutions. We can talk to big clients and it would be one conversation, and we can talk to small, emerging brands and it would be a completely different conversation. But with both, we’re helping them to attach to the right customer and are offering them ways to accelerate their businesses. And that’s what’s interesting to me, going in as a brand consultant rather than just one that’s trying to sell someone something.

On whether there have been any stumbling blocks during the relaunch or it’s been a walk in a rose garden:
(Laughs) Nothing is a walk in a rose garden. I don’t really look at things too much as stumbling blocks; instead, it’s how do we fix this or how do we make it better? I look at things like that as fun, business challenges and as what keeps things interesting and challenging. Nothing is ever perfect, nor should it be, this is a constantly evolving and changing business, so it’s fun to be able to get ahead of it and adapt and to always be thinking differently. For those of us who have been in this industry for a long time and have stayed in it, you have to be that in order to be successful.

On what she would like to say one year from now that she had achieved and what goals met: I don’t think you should ever feel that you’ve met your goals; you should just start to create new ones as you go along. And yes, you can checkmark off certain goals and certain benchmarks, but what we wanted to accomplish here is the foundation where we make sure this is a really strong brand from every one of our assets. So, the magazine being relaunched is one part of that.

On why baby boomers and GenX audiences are so important to NewBeauty, while other magazines cultivate the millennial audience:
Why it’s important to us is because of exactly what you said. It’s a huge population and a very affluent audience. They actually have more spendable income and more money. In the beauty space, it’s completely underserved, so when you think about it, to me, it’s an amazing opportunity to speak to women who are hungry to have this kind of information. No one is really intelligently speaking to them, so that is a strong business reason.

On some constants that she believes should never change in the magazine business: I think there’s always going to be a strong demand for really good, credible content. And to me, in magazines, if you’re not doing that, what’s the point? It doesn’t matter whatever genre you’re in, you should be concerned about content. It shouldn’t be homogenized, it shouldn’t be built for one and played out across other brands. It should be respectful of the consumer and who you’re trying to serve. To me, that’s foundationally why magazines are so powerful as well. Good magazines are powerful. And consumers will respond to that. That’s a constant that has to happen.

On what drives her to get up in the morning and head for the office: That’s a good question. A lot of things drive me. Number one, I would say that always working on something that you really believe in, and I’m sure a lot of people say that, but it really is true. If you don’t have a passion for it and you don’t really believe in it and you don’t love it, it’s pretty hard to get up and go to the office.

On what someone would find her doing if they showed up unexpectedly one evening at her home:
I have two young boys, so I don’t know if I really relax when I get home. (Laughs) It’s almost like a whole other job starts, but we do family time and cooking is a big part of it. Just being in our home together as a family, when we all come back from our various activities during the day. But that is relaxing to me, even though it is a bit of chaos. (Laughs again).

On what she would have tattooed upon her brain that would be there forever and no one could ever forget about her:
It would go back to what I said a minute ago, which is that I do great teams and cultures and people want to work with me and on my team.

On what keeps her up at night: Nothing. I sleep so well. I work so hard each day and I don’t bring it home. When I’m at home, I’m about my family and I sleep really well. Work is challenges, it’s not things that keep me up.

And now the lightly edited transcript of the Mr. Magazine™ interview with Agnes Chapski, president, NewBeauty magazine.

Samir Husni: You have a brand new, reinvented, reengineered NewBeauty magazine and as Emily Dougherty, editor in chief, told WWD, in addition to the science there is now a heart for the magazine. As president of NewBeauty, can you expand a little on that?

Agnes Chapski: I’ve been at Sandow now for about nine months and it was really important to relaunch the magazine for multiple reasons. A big part of it was finding the right editor in chief, finding Emily; obviously that was the first step. But when I think about NewBeauty and all of the assets that we have, we really are an Omni channel. We have so many other media assets, but also businesses that are surrounding the brand, but to me the magazine is really the foundation; it’s our most visible asset. And that editorial integrity and authority is extremely relevant, especially in today’s media landscape where for many other companies that has not been the priority. We truly believe, especially in the beauty space, that credibility matters to women.

So, magazines have, at least for our properties, the deepest consumer engagement. MPA came out with some new data that I was reading and was fascinated with, the things that they’re looking at, and they said that on average women spend 51 minutes with magazines. I looked at where NewBeauty is and our women actually spend 90 minutes with every NewBeauty issue. I thought the MPA number was pretty impressive, but the NewBeauty numbers were almost twice that.

And that’s really where everything starts, with our magazine, and that is our core consumer. And our goal with her is to really create this holistic beauty experience, and Emily spoke to this. We want to inspire them as much as we want to inform them, and it’s the best place to really create that emotional connection. And then from there, as we engage her and push her and move her to our other media platforms, such as our web, our videos, social and our other businesses like our sampling business, TestTube and all of that, those are important pieces of our business, but the strength of them comes from that magazine consumer.

Samir Husni: Your background is in the beauty sector, you were at Allure for years. And as we look at the business side and the advertising revenue that’s shrinking at most magazines, do you feel that the beauty category is more protected than any other sector, in terms of the advertising revenue? And what are you doing to ensure that the beauty category isn’t going to disappear from the advertising revenue radar?

Agnes Chapski: I’m going to answer this question in two parts. Number one, we’re not solely reliant on advertising revenue in our organization. Our founder, Adam Sandow, always looked at business first and what I mean by that is, there are a lot of things that he created around the NewBeauty brand that are profitable and not reliant on advertising. So, it’s creating relationships and trying to be full-beauty solution providers to our clients versus just trying to attract advertising dollars from them. Advertising is an important revenue stream, but it’s not what we’re completely reliant on.

The other piece of that is also our circulation. If you look at our business model, our circulation is profitable. I’ve never worked in an organization where circulation has been profitable, it’s actually a drain on the P&L. We’re newsstand-driven, we charge $10 per copy and our subs are not discounted comparatively to the way the industry standard has been, where you’re pretty much giving the magazine away. So, we’re very conscious of making sure that we create a value around the product that we’re serving to our customers and that they pay for that and everything we do; every business line, not just the magazine.

And then the beauty piece of it is, I think this is one of the most vibrant categories out there. I have worked in many different areas in my career and the most interesting was when I came to Allure and got to work 100 percent in the beauty category. And if you think about the changes that have happened in this industry in the past 15 years, it’s incredible. The idea that all of these brands are emerging and they have the ability to push themselves out in a way where consumers are really in command of what it is they want and need. It has allowed so many different players in the beauty space to enter into it. And I find that fascinating and I think it’s going to continue to grow stronger. Women are so intrigued with what’s out there and finding and discovering solutions for their beauty.

The other thing that’s always really intriguing too about NewBeauty is, and I mentioned it earlier, it really is a full, holistic experience. Where Allure was more driven by traditional beauty, and what I mean by that is NewBeauty also tackles cosmetic enhancements and doctors, our expertise is driven from a more serious place. So yes, we want to inspire and we have amazing, beautiful content on beauty, but we also take a more serious approach to it as well. We always talk about inspiring and informing and having more credible information for women. It covers a much more holistic landscape than anything that’s out there in the marketplace.

Samir Husni: What has been the most pleasant surprise since you became president of NewBeauty?

Agnes Chapski: I like that it’s really spread out, that we can go to clients and offer multiple solutions. We can talk to big clients and it would be one conversation, and we can talk to small, emerging brands and it would be a completely different conversation. But with both, we’re helping them to attach to the right customer and are offering them ways to accelerate their businesses. And that’s what’s interesting to me, going in as a brand consultant rather than just one that’s trying to sell someone something.

Samir Husni: Have there been any stumbling blocks or has it been a walk in a rose garden for you?

Agnes Chapski: (Laughs) Nothing is a walk in a rose garden. I don’t really look at things too much as stumbling blocks; instead, it’s how do we fix this or how do we make it better? I look at things like that as fun, business challenges and as what keeps things interesting and challenging. Nothing is ever perfect, nor should it be, this is a constantly evolving and changing business, so it’s fun to be able to get ahead of it and adapt and to always be thinking differently. For those of us who have been in this industry for a long time and have stayed in it, you have to be that in order to be successful.

Samir Husni: If you and I are talking about NewBeauty one year from now, what would you like to tell me that you have achieved and what goals met?

Agnes Chapski: I don’t think you should ever feel that you’ve met your goals; you should just start to create new ones as you go along. And yes, you can checkmark off certain goals and certain benchmarks, but what we wanted to accomplish here is the foundation where we make sure this is a really strong brand from every one of our assets. So, the magazine being relaunched is one part of that.

We’ll be focusing on our digital assets in Q-4. In the fall, we’re relaunching our TestTube, which is our sampling subscription business and you’ll see that we have a new platform for that. We’ve already relaunched our awards business and credentialing and there will be more to come on that. We have plans to launch a few new initiatives that I can’t talk about yet. So, we’re constantly thinking toward what’s next, while shoring up everything that we have in our arsenal and making sure that we have the best products out there and that they’re all up to our standard, which is a premium consumer experience.

I guess a year from now, if I could checkmark off all of the assets that I inherited to work with and they are all in the right place, then I would be very happy as we start to launch new initiatives.

Samir Husni: One of the things that you’ve done is not to shy away from reaching the non-millennials, people who are older: the baby boomers and GenX. Why do you think people in the magazine business, I don’t want to say ignored, but you hear more of them talking about millennials, yet common sense will tell you that baby boomers and GenX have more money to spend, and there are as many of them as millennials. Why do you think that audience that you’re after now has been avoided by others for so long?

Agnes Chapski: Why it’s important to us is because of exactly what you said. It’s a huge population and a very affluent audience. They actually have more spendable income and more money. In the beauty space, it’s completely underserved, so when you think about it, to me, it’s an amazing opportunity to speak to women who are hungry to have this kind of information. No one is really intelligently speaking to them, so that is a strong business reason.

Why are other companies not embracing this audience? I think you’d probably have to ask them, but in my opinion, they don’t see that possibly the marketing dollars are there to support going after this older market segment. I disagree with that. I think they’re really smart marketers who have possibly gone the millennial route and have found that doesn’t work for some of the brands. For the brands they should know who they’re producing the products for and what age group makes sense and speak to them. And be proud of that. I’m of that age segment and I’ll spend a lot of money in that sector. I don’t want to be ignored.

Samir Husni: Change is the only constant in the magazine business these days, but there are some constants that I believe should never change, no matter the evolvements that are taking place. You’re a seasoned publisher, now president; what are some constants that you believe should never change in the magazine business?

Agnes Chapski: I think there’s always going to be a strong demand for really good, credible content. And to me, in magazines, if you’re not doing that, what’s the point? It doesn’t matter whatever genre you’re in, you should be concerned about content. It shouldn’t be homogenized, it shouldn’t be built for one and played out across other brands. It should be respectful of the consumer and who you’re trying to serve. To me, that’s foundationally why magazines are so powerful as well. Good magazines are powerful. And consumers will respond to that. That’s a constant that has to happen.

And the change is, I think, being flexible and nimble. It’s nice to work at a company that’s entrepreneurial. We can go out and try things and if we fail, okay, then we’ll try something else. We’re not beholden to a corporate-type structure that doesn’t allow for flexibility. And I think brands will survive if they can remain nimble in the marketplace, so that’s the business piece of it.

Samir Husni: What excites you and motivates you to get up in the morning and head for the office? What drives you?

Agnes Chapski: That’s a good question. A lot of things drive me. Number one, I would say that always working on something that you really believe in, and I’m sure a lot of people say that, but it really is true. If you don’t have a passion for it and you don’t really believe in it and you don’t love it, it’s pretty hard to get up and go to the office.

But the other really critical piece of it to me and it’s something that I hope I’ll be remembered for, is that I take a lot of pride in putting together and building great teams and cultures, and places where people come to and want to work. We care about each other, it sounds sort of cliché, but we work really hard and we are constantly striving to perform at a really high level, but in the context of a culture that supports that. And I’ve always built these microcosms within even bigger organizations and have built these amazing teams and cultures. And that makes you want to get up and do the best work that you possibly do. So, I think those two in combination are what gets me going.

Samir Husni: If I showed up unexpectedly at your home one evening after work, what would I find you doing? Having a glass of wine; reading a magazine; cooking; watching TV; or something else? How do you unwind?

Agnes Chapski: I have two young boys, so I don’t know if I really relax when I get home. (Laughs) It’s almost like a whole other job starts, but we do family time and cooking is a big part of it. Just being in our home together as a family, when we all come back from our various activities during the day. But that is relaxing to me, even though it is a bit of chaos. (Laughs again).

Samir Husni: If you could have one thing tattooed upon your brain that no one would ever forget about you, what would it be?

Agnes Chapski: It would go back to what I said a minute ago, which is that I do great teams and cultures and people want to work with me and on my team.

Samir Husni: My typical last question; what keeps you up at night?

Agnes Chapski: Nothing. I sleep so well. I work so hard each day and I don’t bring it home. When I’m at home, I’m about my family and I sleep really well. Work is challenges, it’s not things that keep me up.

Samir Husni: Thank you.

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Magazine Cover Wraps By The Numbers: What Print Can Do And Digital Can’t… A Mr. Magazine™ Exclusive From MEDIARadar

July 16, 2018

A Mr. Magazine™ Musing

I know I am a magazine and print junkie, but that does not mean that I do not value digital and what it has to offer to and for magazine media.

However, like I always say, there are some areas print can’t compete with digital, and some other areas where digital can’t compete with print.

One such area where digital can never compete with print is Magazine Cover Wraps. “Ain’t” no such thing in digital. Pure and simple.

So how can one utilize that print advantage? Well, rather than just be sentimental about it, MEDIARadar’s CEO Todd Krizelman, told me he “caught David Pilcher’s article on cover wraps yesterday morning as I was commuting into the office. I was curious to learn more, so went into MEDIARadar to see what we might find. We track cover wrap advertising specifically. It turns out that he’s right. There really is still a meaningful business here. About 20% of titles have sold a cover wrap in the past year, and both b2b and consumer magazine titles are active. The numbers are posted below:

I guess the numbers speak for themselves. Enough said.

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Humanized Content & Your Very Human Audience – It’s Not Bots Out There Reading Your Stuff. A Mr. Magazine Musing & Revisit…

July 7, 2018

Photo by Robert Jordan/Ole Miss Communications

In the summer of 2008, I wrote an article for the magazine of the Custom Publishing Council called “Content.” And while I realize that was 10 years ago, some things never age, such as the content of the “Content” article. That’s a lot of “content” you might say, and I agree with you. But content, good content combined with experience making, is what magazines are all about and custom publishing is still just as relevant and prevalent as it was in ’08, even more so.

I recently published an interview that I did with Drew Wintemberg, president of Time Inc. Retail. The focus of that conversation was on Special Interest Publications, or SIP’s as they are called in the world of publishing. There is nothing more customized than a singular topic magazine that targets a singular-topic-interested audience champing at the bit to learn more about that singular topic. That’s a lot of “singular topics” you might say, and I agree with you. But singular topics are what custom publishing is all about, even if you’re not a singular topic brand, knowing the singular topics that your audience is interested in is vital to the success of your custom publication.

Which leads me to the real crux of having success with any type of publishing, custom or otherwise, you have to know your customer’s customer, i.e. – the audience and the advertiser. That is the true mark of a professionally marketed and targeted publication. If you cannot humanize that magazine and give it a pointed and rigorous personality, one that can carry on a particular conversation with both the audience and the advertiser, then you’re simply tilting at windmills, because a one-dimensional idea that has not been “fleshed” out isn’t going to work. Not for you, not for your advertisers, and certainly not for your readers.

Hence, the revisit of my article for “Content,” the magazine. In it I suggest 7 easy steps to know your customer’s customer. Well, actually, it’s six easy ways plus one, which is seven anyway you add it. And these are not only good for yesterday and today’s market, they’re even more crucial for tomorrow’s marketplace. They present the idea that protecting and promoting your brand properly is the future of your publication and your entire company. And there is no better way to do that than by knowing your customer’s customer. You have to understand each and every facet of your brand, from who’s buying it to who’s advertising in it.

So, come along with Mr. Magazine™ as we take a trip down memory lane and run into today and tomorrow there as well…

Mr. Custom
Samir Husni

Protecting the Brand
Six (plus one) easy ways to know your customer’s customer

The most essential objective on the mind of any marketing director or head of a company is protecting the brand. This is paramount because companies must ensure their brand is not tarnished. That challenge becomes a huge responsibility on the shoulders for any individuals launching custom publications. If you fail to understand and help promote your customer’s brand in the proper way, the only thing the future holds for you, your marketing director or your media company is disaster.

There is no better way to protect and promote a brand than by understanding the customer’s customer. Knowing the people your custom publication targets is important to your success as a custom publisher, but success can only be guaranteed if you know the advertisers that are targeting your audience as well.

One of the simple questions I always ask people is, “Who is your audience?” Without really knowing who it is you are trying to reach, it is impossible to be successful at custom publishing. When I hear clients telling me that “everybody” is their audience, I know they haven’t even begun to do their homework. Before you attempt to create a custom publication, here are six plus one easy steps to consider:

1. Know the brand. This may sound elementary, but if the brand becomes unclear or gets diluted, it will lead to failure of the brand across the board and media outlets. You must know the brand inside out, upside down, forward and backward. It’s not enough to just know the brand you are working with from a marketer’s standpoint. You have to know it from the customer’s standpoint as well. Become a user of the brand, and if you aren’t the target demographic, find someone in your company who is.

2. Humanize the brand. You know the brand front and back; the next step is to make it warmer and more approachable than a concept. Imagine that soft drink, that pair of shoes, whatever product it may be, as a human being. Is it young or old? Rich or poor? Male or female? If you have taken my advice and have worked to know your audience better, then you should be able to identify the exact demographic and psychographic information about the human being that your brand has transformed into. Who does this human being want to have a conversation with? Once you have humanized your brand, it is much easier to create a voice for it.

3. Identify the voice. By combining the vision and the value of the brand, it becomes easier to create its voice. Is the voice preaching? Teaching? Conversational? Confrontational? Storytelling? You name it. Humanizing the brand isn’t enough. You have to take it further and come to a realization of how to protect the voice of the brand.

4. Identify the prototype person (if there is such a thing). Now that you have identified the voice of the brand, you need to identify who will be carrying on a conversation with it. A good way to think about it is if the humanized pair of shoes or the humanized soft drink came knocking on the door, would you welcome it in? You have to identify who will respond to the product. It will be easier to pair advertisers with your customers if you know who is involved in this conversation and exactly what they are like.

5. Think of the conversation that will take place. Once you have the humanized brand and the prototype person that will be holding a conversation, you need to think about the conversation that will take place. What will they talk about? Custom publishing has multifaceted goals, from the creation and retention of customers to the engagement of customers. Which of these facets applies? Also, how long will the conversation take?

6. Find the addictive elements of the conversation. What makes the prototype customer ask the humanized brand more questions? What aspects of their conversation make the customer more engaged? Find out what will make that prototype customer come back for more. In this day of brand dilution, not providing your customers with an addictive, exclusive and timely yet timeless conversation will do nothing but make the engagement between the brand and the customer brief. And when that happens, customers have no other choice but to look other places for the conversation they need, want and desire.

7. And above all, a dash of good luck. Why seven steps and not six? Because I believe seven is a much better number than six. Hope your next project will excel with these easy seven steps.

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A Different Story About The Newsstands: Drew Wintemberg, President, Time Inc. Retail, to Samir “Mr. Magazine™” Husni: We Have To Evolve And Find New Ways To Tap Into The Consumers. The Mr. Magazine™ Interview…

July 2, 2018

“You ask me why I’m bullish. I believe in the power of print in this digital age for several reasons. First and foremost, we at Meredith, and you know this already, have incredible, leading, iconic, trusted, powerful brands. And in this day and age of fake news that matters to our consumers. We see it. That’s part of the reason I’m so bullish on the SIP’s, and we see that when we hit the mark, such as The Royal Wedding for People or Magnolia Journal and other titles. I won’t beleaguer the phenomenal special editions or bookazines’ growth.” Drew Wintemberg…

Today’s newsstands are a hot topic of conversation at any meeting of the minds when it comes to publishers. From worrying about the present and future of the iconic shelves that display the stuff of dreams to the fear that the time to worry has run out; lately newsstands have been the bane of many publisher’s existence. Not so much for the powers-that-be at Time Inc. Retail. President of the division, Drew Wintenberg, is excited and hopeful when it comes to the status of the Special Interest titles that he oversees at Meredith.

With around 900,000 pockets out there in the retail world for Time Inc., Drew, has a different story to tell about the newsstands. He sees SIP’s as the wave of the immediate publishing future. I spoke with Drew recently and we talked about the phenomenon that is the special interest (bookazine) magazine. With high cover prices and their niche and targeted topics, they’re singular existence is only better for their owners the second time around. Or the third. The life of the reprinted SIP knows no boundaries. It’s an intriguing and profitable business model.

Drew is a firm believer in the power of print in this digital age and would go a step further than that by calling himself bullish on these successful goldmines called special interest publications. And he has the numbers to back it up.

So, I hope that you enjoy this Mr. Magazine™ interview as we step into the world of retail, Time Inc./Meredith style, and learn our way around from a man who definitely has the roadmap to success, Drew Wintemberg, president, Time Inc. Retail.

But first the sound-bites:

On how his job has doubled in titles by adding all of the Meredith publications: We already had that. Meredith was a client of ours. At Time Inc. Retail, we act as a sales agent, a broker, so Meredith was a sales and marketing client of ours and has been for over 20 years. From a sales perspective, we were already representing Meredith.

On whether being owned by Meredith now makes a difference in how Time Inc. Retail handles all of the SIP’s and other titles: I think it gives us a chance to really manage our overall portfolio. Meredith was making their own decisions when they were a stand-alone company, as we did at Time Inc. I think now it gives us a chance to really look across the portfolio and optimize what we deliver to the consumer from an SIP perspective. We’re very, very bullish on the whole SIP category and have been. It’s certainly one of the areas that’s growing at an accelerated rate relative to the rest of the business.

On whether he thinks it’s time to define all of the many SIP’s that are on newsstands as “magazines” rather than “bookazines” and specials: We call them special editions or special interest publications and the reason we call them that is because they’re normally of a singular topic that people are passionate about. That’s really what we’ve seen and is the story of our success, tapping into that. You look at a Magnolia Journal or some of the things that we’ve done around the Time brand, particularly as it relates to health. Who would have thought that two years ago mindfulness would be such an incredibly hot topic to the tune that we’ve released it four times and have had incredible sales on that.

On his assessment of what’s happening in the world of retail today when it comes to magazines: It’s not just magazines, I think it’s the entire landscape of bricks and mortar that is being challenged. It almost doesn’t matter what category you’re in. Look at the “center of the store,” that’s being squeezed. I think with the consumer or the shopping behavior dynamics changing and the onset of things like self-checkout, or scan-and-go, or things like the Omni-channel, where you do click-and-collect; I think any product that’s an impulse product at the frontend, you’re going to have to evolve yourselves. You’re going to have to use the existing space that we have, but also find new ways to tap into the consumer.

On whether he believes the recent Supreme Court ruling that states can collect taxes on Internet sales will bring people back to more brick and mortar shopping: No, not really, maybe a small percentage. Again, not speaking about magazines but in general, Amazon has what, 90 million Prime users or something? I mean, I don’t see, even though the state’s get to take some taxing, and there are a couple of states already doing that, I don’t see this massive swing back to bricks and mortar. Even the bricks and mortar retailers are trying to figure out the ecommerce piece as well, whether they’re trying to figure that out in order to compete with the Amazons, or more importantly for them, to compete with what’s happening as far as the way the shoppers’ buying behavior has changed.

On the biggest challenge that he’s facing today: There are really a couple. The first is the misnomer on what’s happening in the magazine category overall. There are segments of the category that have declined, but if we can get folks to focus on the special interests, special editions; they are growing. So, that’s the first thing. When I wake up it’s how do I get the right message out to everybody involved that magazines, in fact, are not going the way of newspapers, to your point.

On the fact that so many companies are producing special interest magazines (bookazines) today, does he foresee the market ever reaching a saturation point: Nothing is forever, but I can tell you that certainly for the foreseeable future this is…you know, we used to have the Seven Sisters, then we had the Seven Celebrities, I think the way the consumer is moving and that news is instantaneous, these single topic, high-interest publications are the rave of the foreseeable future. I don’t see it being a saturation thing like coloring books; I don’t see this as a fad. I look at our results over the last five years, there’s no way this is a fad that’s going away anytime soon.

On whether he bases his bullishness about SIP’s on actual numbers and figures: Yes, absolutely. I look at two things; I look at what’s been going on when you see the launch of a Magnolia Journal. How phenomenal that was. If you get the topic right and the right persona, in the Magnolia Journal’s case, it can be incredible. Then I look at the legacy Time Inc. special editions and I just see…because of the way that we go about picking the topics with in depth research, and I’ve seen the sales results since 2014; I am extraordinarily bullish on that trend continuing because of the research and the rigor that we put into picking what titles we’ll put on newsstand.

On any stumbling block he envisions when it comes to Time Inc. Retail being the leader in the number of published SIP’s: The only thing that could derail it is if you stop delivering on what the consumers’ expectations are. And I don’t foresee us doing that.

On how closely his team works with the editorial team on selecting topics for the SIP’s: We have a group of folks in our marketing team who manage the entire process. We occasionally will provide an idea, but they’re doing all of the consumer research and everything else, so we leave what the topics are going to be to them.

On anything he’d like to add: You ask me why I’m bullish. I believe in the power of print in this digital age for several reasons. First and foremost, we at Meredith, and you know this already, have incredible, leading, iconic, trusted, powerful brands. And in this day and age of fake news that matters to our consumers. We see it. That’s part of the reason I’m so bullish on the SIP’s, and we see that when we hit the mark, such as The Royal Wedding for People or Magnolia Journal and other titles. I won’t beleaguer the phenomenal special editions or bookazines’ growth.

On what someone would find him doing if they showed up unexpectedly one evening at his home: I’d be having a glass of wine, relaxing with my wife by our fire pit and just recounting the day. After that it would be cooking and probably grilling, more than likely.

On what he would have tattooed upon his brain that would be there forever and no one could ever forget about him: He made a difference in our lives.

On what keeps him up at night: It’s what you and I talked about earlier. Part of it is the speed in which bricks and mortar are morphing into this Omni-channel transformation. I think the last piece is as a leader of this organization, am I doing everything in my power to prepare our organization and our people for the future.

And now the lightly edited transcript of the Mr. Magazine™ interview with Drew Wintemberg, president, Time Inc. Retail.

Samir Husni: Suddenly, within a year, with Meredith, your job has almost doubled – you have more titles at Time Inc. Retail now.

Drew Wintemberg: We already had that. Meredith was a client of ours. At Time Inc. Retail, we act as a sales agent, a broker, so Meredith was a sales and marketing client of ours and has been for over 20 years. From a sales perspective, we were already representing Meredith.

Samir Husni: Does being owned by Meredith now make a difference, in terms of how you’re going to treat all of these SIP’s and all of these titles that are hitting newsstands?

Drew Wintemberg: I think it gives us a chance to really manage our overall portfolio. Meredith was making their own decisions when they were a stand-alone company, as we did at Time Inc. I think now it gives us a chance to really look across the portfolio and optimize what we deliver to the consumer from an SIP perspective. We’re very, very bullish on the whole SIP category and have been. It’s certainly one of the areas that’s growing at an accelerated rate relative to the rest of the business.

Samir Husni: One of the things that’s been seen in the last five or ten years is that we have company’s now being formed and doing nothing but the so-called bookazines. Do you think it’s about time for the industry to change or to just use the word “magazine” to define all of these SIP’s, because when I look at the newsstands today there are probably more “bookazines” than regular magazine titles?

Drew Wintemberg: We call them special editions or special interest publications and the reason we call them that is because they’re normally of a singular topic that people are passionate about. That’s really what we’ve seen and is the story of our success, tapping into that. You look at a Magnolia Journal or some of the things that we’ve done around the Time brand, particularly as it relates to health. Who would have thought that two years ago mindfulness would be such an incredibly hot topic to the tune that we’ve released it four times and have had incredible sales on that.

So, I think they are part of the magazine category. I think the challenge that we’ve always had is you have AAM (Alliance for Audited Media), which doesn’t include any because it’s advertising rate-based driven, so it doesn’t include any SIP’s. But for us, to answer your question, we would still call them special editions or special interest publications. They are part of the magazine category, obviously.

Samir Husni: As we look at the retail market, you’re actually in the marketplace as opposed to people who look at it from the outside in, give me your assessment of what’s happening in the world of retail today when it comes to magazines.

Drew Wintemberg: It’s not just magazines, I think it’s the entire landscape of bricks and mortar that is being challenged. It almost doesn’t matter what category you’re in. Look at the “center of the store,” that’s being squeezed. I think with the consumer or the shopping behavior dynamics changing and the onset of things like self-checkout, or scan-and-go, or things like the Omni-channel, where you do click-and-collect; I think any product that’s an impulse product at the frontend, you’re going to have to evolve yourselves. You’re going to have to use the existing space that we have, but also find new ways to tap into the consumer.

So, that’s one aspect of it. And everybody, certainly at the checkouts, is going through that when you look at Mars, Hershey, Wrigley, or the Coca-Cola folks; it’s how do you capture that impulse sale in an environment where the consumer is shopping differently? So, we’re working very hard on an ecommerce strategy to tap into that.

Samir Husni: Do you think the recent Supreme Court decision to allow states to begin collecting taxes on all Internet sales will help the brick and mortar stores bring more customers back to their way of shopping since costs will be relatively the same?

Drew Wintemberg: No, not really, maybe a small percentage. Again, not speaking about magazines but in general, Amazon has what, 90 million Prime users or something? I mean, I don’t see, even though the state’s get to take some taxing, and there are a couple of states already doing that, I don’t see this massive swing back to bricks and mortar. Even the bricks and mortar retailers are trying to figure out the ecommerce piece as well, whether they’re trying to figure that out in order to compete with the Amazons, or more importantly for them, to compete with what’s happening as far as the way the shoppers’ buying behavior has changed.

Samir Husni: Do you consider the shoppers’ buying behavior as your biggest challenge every morning when you come to the office? What is your biggest challenge today that you’re facing?

Drew Wintemberg: There are really a couple. The first is the misnomer on what’s happening in the magazine category overall. There are segments of the category that have declined, but if we can get folks to focus on the special interests, special editions; they are growing. So, that’s the first thing. When I wake up it’s how do I get the right message out to everybody involved that magazines, in fact, are not going the way of newspapers, to your point.

And the second would be the speed in which the bricks and mortar, in-store/Omni-channel transformation is taking place. I use this example quite often; I was at Mars when convenience stores went to pay-at-the-pump, and I feel this is maybe not quite that moment, because I think there will always be checkouts, but I think it’s incumbent upon all of us to sort through this new shopping dynamic and how we tap into that. We know that when, and this is why I am so excited about the SIP’s, the sales on those things are just incredible, whether it’s Mindfulness or it’s Star Wars or Beauty and the Beast. Consumers will buy those; it’s making sure that we give them access as they shop in an Omni-channel environment.

Samir Husni: You said that you’re bullish on the special interest publications and Time Inc. Retail owns many pockets out in the retail field.

Drew Wintemberg: We have on the special interests alone around 900,000 pockets, I think that’s pretty close.

Samir Husni: Which means you need to have at least 900,000 issues to fill them, if you were only going to put one issue in each pocket.

Drew Wintemberg: Between our Meredith legacy brands and the Time Inc. legacy brands, we’ll probably have 320 releases next year, something like that.

Samir Husni: With those 320 releases, add to that what’s coming from Topix Media, Centennial, from AMI, from Bauer, you name it; will we ever reach a stage where the shopper is bombarded by all of these titles, with the average cover price of $10 or $11? Or you don’t see ever reaching a saturation point?

Drew Wintemberg: Nothing is forever, but I can tell you that certainly for the foreseeable future this is…you know, we used to have the Seven Sisters, then we had the Seven Celebrities, I think the way the consumer is moving and that news is instantaneous, these single topic, high-interest publications are the rave of the foreseeable future. I don’t see it being a saturation thing like coloring books; I don’t see this as a fad. I look at our results over the last five years, there’s no way this is a fad that’s going away anytime soon.

And that’s the beauty of these special interest titles. Let’s take mindfulness, as I said, we will have released that four times in two years. You and I would spend hours if not days researching mindfulness in order to curate what is in that issue of Time’s Mindfulness. So, that’s the beauty of it. If you think about some of the other things like celebrities, celebrity news is instantaneous. Either it’s on Twitter, Facebook; it’s on a title’s website, so that’s part of why I’m so bullish on these. I just see the incredible success of these SIP’s.

And the other thing that’s tied to that is we used to have the belief that we needed to wait a couple of years before we would put out a reprint, and we talked about giving away consumer shop; the chances of the 140 million consumers who go through a Wal-Mart every week seeing that particular issue of Mindfulness that particular week is probably fairly small. So, you’re just exposing the brand and that particular topic to more people more often by changing how often you release it.

Samir Husni: From a retail point of view, I must say, you sound more bullish about SIP’s than a lot of people I have spoken with. Are you saying that because you actually have the numbers and figures to back up that bullishness?

Drew Wintemberg: Yes, absolutely. I look at two things; I look at what’s been going on when you see the launch of a Magnolia Journal. How phenomenal that was. If you get the topic right and the right persona, in the Magnolia Journal’s case, it can be incredible. Then I look at the legacy Time Inc. special editions and I just see…because of the way that we go about picking the topics with in depth research, and I’ve seen the sales results since 2014; I am extraordinarily bullish on that trend continuing because of the research and the rigor that we put into picking what titles we’ll put on newsstand.

And the other thing is now that we’re managing the entire portfolio, I think we even have a greater opportunity to optimize the portfolio and maximize the sales results. So, I’m very bullish on the SIP’s. I think that’s been the growth engine that offsets the decline. I also think it’s important that special interest magazines are a newsstand only product. You can’t get them on subscription.

Samir Husni: Some of your competitive set, such as Centennial Media are doing around 150 titles per year and Topix about the same thing. Bauer is putting out about the same and so is AMI. What’s the strategy for Time Inc. Retail? You have the largest number of pockets and the largest number of titles being put out, is there any stumbling block that you envision stopping you from that?

Drew Wintemberg: The only thing that could derail it is if you stop delivering on what the consumers’ expectations are. And I don’t foresee us doing that.

Samir Husni: How closely do you work with the editorial team? Is it a two-way street, you come up with an idea that you feel consumers want and bring it to them?

Drew Wintemberg: We have a group of folks in our marketing team who manage the entire process. We occasionally will provide an idea, but they’re doing all of the consumer research and everything else, so we leave what the topics are going to be to them.

Samir Husni: Is there anything else you’d like to add?

Drew Wintemberg: I’d just add a couple of points. You ask me why I’m bullish. I believe in the power of print in this digital age for several reasons. First and foremost, we at Meredith, and you know this already, have incredible, leading, iconic, trusted, powerful brands. And in this day and age of fake news that matters to our consumers. We see it. That’s part of the reason I’m so bullish on the SIP’s, and we see that when we hit the mark, such as The Royal Wedding for People or Magnolia Journal and other titles. I won’t beleaguer the phenomenal special editions or bookazines’ growth.

If you think about, for example, The Magnolia Journal, over 70 percent of The Magnolia Journal’s sales are from new category buyers, which is fantastic. We’re not cannibalizing the business. One of the challenges that we’ve always had is millennials and Gen Xer’s, so The Magnolia Journal’s index is at 113 with that segment. People magazine achieved a 50 percent share. The bottom line is in my opinion, consumers are still very much interested in quality, trusted content in print. And we work extraordinarily hard every day to deliver on that commitment and promise to them.

Samir Husni: If I showed up unexpectedly at your home one evening after work, what would I find you doing? Having a glass of wine; reading a magazine; cooking; watching TV; or something else? How do you unwind?

Drew Wintemberg: I’d be having a glass of wine, relaxing with my wife by our fire pit and just recounting the day. After that it would be cooking and probably grilling, more than likely.

Samir Husni: How do you want people to remember you? If you could have one thing tattooed upon your brain that no one would ever forget about you, what would it be?

Drew Wintemberg: He made a difference in our lives.

Samir Husni: My typical last question; what keeps you up at night?

Drew Wintemberg: It’s what you and I talked about earlier. Part of it is the speed in which bricks and mortar are morphing into this Omni-channel transformation. I think the last piece is as a leader of this organization, am I doing everything in my power to prepare our organization and our people for the future.

Samir Husni: Thank you.

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Rosa Magazine: In The Spirit Of The Phenomenal Rosa Parks, A Magazine That’s Intention Is To Be A Catalyst For Change As It Honors Women In Power & Politics, Both Past And Present – The Mr. Magazine™ Interview With Sandra Long, Publisher/Editor In Chief, Rosa Magazine…

June 28, 2018

“I am partial to print magazines, I still think there is a market for them. And when we had women pick it up, the look and feel of Rosa resonated with people and to be able to turn that page was important. Women still buy magazines, whether it’s fashion or, as we hope, political, they’re still buying magazines. I was firm that it had to be print. We will transition to do a little bit online, just to be able to feed that marketplace. But we’ll do print as long as they are supporting it.”…Sandra Long


A Mr. Magazine™ Launch Story…

Rosa Magazine is a new title that honors women in power and politics, past, present and future ones. Its goal is to always be non-partisan and simply tell the stories of these important women of history and of those that will someday have a page in our world’s chronicles of time. It’s an arduous goal, but one that Publisher and Editor in Chief, Sandra Long is determined to reach.

Sandra is a woman who is very much Rosa material herself, having once held the position of Deputy Secretary of the Maryland Department of Commerce, second in command of Maryland’s chief agency on commerce and industry. Her historical appointment marked the first for a woman or African American to this post in America. Quite an achievement and one that certainly qualifies her for the magazine’s tagline: Women in Power & Politics.

I spoke with Sandra recently and we talked about this fantastic new magazine that encourages women to make a stand for change in whatever areas of interest they may have. And as Sandra writes in her publisher’s letter in the premier issue: sometimes to change the system and the outcome of issues that we care about, we must hold political office.

And as for why she chose print as the perfect format for Rosa, according to Sandra, it’s about the look and feel of Rosa and how that resonates with readers right along with the content. And her firm belief that print is still a viable and prosperous technology for today’s world.

So, I hope that you enjoy this Mr. Magazine™ interview with a delightful woman who knows her way around the world of politics and is quickly learning the many facets that make up the magazine universe, Sandra Long, publisher and editor in chief, Rosa magazine.

But first the sound-bites:

On the genesis of Rosa magazine: Rosa magazine is actually my second magazine, but I started it because I came out of, when I was Deputy Secretary of Commerce, I came out of that political environment and I’ve always been politically active and my family has too. One of my distant cousins served in the United States Congress, Eddie Bernice Johnson from Dallas, and my folks are from Dallas. We just believe in telling good stories, and for Rosa it’s about telling good stories of what women have done politically and how we have impacted everything from the starting of the country to our political system today. I wanted to highlight some of the things that we’ve done in our past and also what we’re doing currently as we look to run for office and impact change.

On naming the magazine Rosa: Naming it Rosa was just in the spirit of Rosa Parks, in her image, that honesty and integrity, making a stand for something. And even though it’s not named after her directly, it is in that spirit. We wanted it to be able to tell people that Rosa Parks stood for something against all things. She made a stand. And today when we look at our political environment, it’s the things that we can do; we can make a stand. And it doesn’t have to be rowdy and unruly, but it can be where someone is just making a point.

On whether she is not only launching a magazine, but a movement as well: Our intent is to be able to start a movement. We want it to be able to grow naturally and organically; we think the time politically is right now when you look around and see what’s happening. There are more women who are running for office, and so this is probably the best time to launch a magazine around women in politics. I think it can be the beginning of a movement that helps spur more women into political office, locally and nationally. But it’s something that I’m not going to push out into the world, but just let it evolve naturally. And I think it will. I think women will gravitate toward having a magazine that is politically for them.

On why she decided on a print magazine: My family has been in print for almost 100 years. My great-grandfather did print and these were the old black newspapers, and my family also owns one of the oldest black newspapers in Dallas today. And so, I’ve always been partial to print. And contrary to popular belief, I do not think print is dead. I think the Internet is so large and there’s so much to search for, it’s still nice to be able to pick up a magazine and read.

On which career was easier, being the Deputy Secretary of the Maryland Department of Commerce, being in politics, or being a journalist/publisher/editor: That’s a great question. Really, it’s an easy question, because I’m going to tell you, I really think being deputy secretary was easier than being a journalist and a publisher. It’s difficult, because you have to try to understand your marketplace and who you’re writing for, you have to get the story right. We have to engage writers of all backgrounds, there is a lot to it, and that’s just the editorial side. I know I’m preaching to the choir here, you already know all of this. There are so many moving parts to it.

On whether she can really keep Rosa magazine non-partisan: The mission of Rosa is to definitely be non-partisan, to write about both sides of an issue and leave the readers to make their own decisions. We’re not trying to lean them either way, which honestly is the difficult part. And I’ll give you a great example. In the inauguration issue we had a story about political rhetoric and in that we just happened to use President Trump and the gentleman who started this big thing on political rhetoric, we used those two photos. And I’ll tell you, we did get some emails about using those, but had they read the story instead of just thinking that we were making a play after President Trump, they would have found that we were not. But he is a master at political language; he is a master at that and you have to give him that. So, I think it’s going to be hard, a very difficult task.

On what she hopes to say about Rosa magazine after the next 12 months: That’s a great question. I sit and think about what impact Rosa can make over the next 12 months, because we’ll be knee-deep in looking at that next presidential election; we’ll be approaching 2020. So, the impact that we want to be able to have, that I think Rosa will have, is to be able to bring women together, to say here is a magazine that has stories with women in political office, whether they’re running or whether they’re in their communities, what are they doing politically, and that they will see Rosa as a connector across the country. If we have done that and done that well, then we’ve accomplished what the mission of Rosa is meant to be.

On the largest stumbling block she thinks she’ll have to face: Here is the largest stumbling block, because sustainability in any effort, any venture, is key. Once you feel like you’re hitting your niche, then how are you going to sustain that? For us, one of the toughest challenges is that sustainability looks like advertising, because there is only so much self-funding that I can do. And we’re going to need to get advertisers; we’re going to have to take on people who are experts in the industry to be able to help us get the right advertisers.

On the most pleasant moment so far: The most pleasant moment was actually getting the magazine in my hand and being able to turn that page when it came from the printer, and just to look and ask was this the intent when we put this into print? Our designer, Matt Williams, is just brilliant, and when we turned that page, I have to tell you, I felt like it was a great nod to the women of our past and to the ones that are now, I think it was a job well done. That was an exciting moment.

On why she chose to publish in Nashville: Nashville, for me, is home and I know a lot of people here. And it’s a growing city. Nashville in its heyday was a publishing city and we had Printer’s Alley. We did a lot of the major magazines and we still do a lot of work on major magazines in print. I know some people might say that we need to be in New York or in Washington, but we can get there from Nashville, Tenn. I think it’s just a different mindset in Nashville. And it’s also, for lack of a better word, it’s always been my spiritual center. And so when I come to Nashville, I get clarity on what it is I feel like I’m supposed to be doing to impact the world personally.

On what someone would find her doing if they showed up unexpectedly one evening at her home: I’m doing one of two things, I’m either on Texture looking at magazine design, because that’s one of the things that I just love and it relaxes me. I just want to look and see what other designers are doing, it keeps us creative. And I’m probably watching some girly show – Real Housewives or something, if I’m not reading. But I have to tell you, to relax sometimes I’m watching some kind of reality TV show. I’ll indulge for at least an hour, so you’ll find me doing those things for sure.

On how she would like to be remembered: Probably service to mankind. I want to be known for service, that’s all I want to be known for. That I just wanted to serve people in the particular way that God gave me with my skillset, because there are some things that I’m not good at and most people who know me will tell you. (Laughs) Oh no, Ms. Long, she’s not good at that. (Laughs again) Or she’s successfully good at this; I am good at concepts and implementing. But it is always to be of service. So, if there’s anything I want people to remember about me or to be etched in stone or in the brains of people, that’s what I’d like to be remembered for.

On what keeps her up at night: There isn’t a lot that keeps me up at night, because from the moment that my feet hit the ground in the morning, I know what I’m supposed to be doing and I’m running hard every, single day, so by the time I get to sleep, I am a sound sleeper. There’s not anything that I’m really concerned about other than just making sure that I am doing all that I can do to give the magazine the right voice and the right life that it deserves. Nothing lasts forever, there’s a time and a season for everything. I just happen to think that this is Rosa’s season. That this is the time for a magazine of this caliber and with this target and mission.

And now the lightly edited transcript of the Mr. Magazine™ interview with Sandra Long, publisher/editor in chief, Rosa magazine.

Samir Husni: Congratulations on the launch of Rosa magazine. You’re a woman of many accomplishments and now you’re diving into the world of magazines and journalism. Tell me about Rosa.

Sandra Long: Rosa magazine is actually my second magazine, but I started it because I came out of, when I was Deputy Secretary of Commerce, I came out of that political environment and I’ve always been politically active and my family has too. One of my distant cousins served in the United States Congress, Eddie Bernice Johnson from Dallas, and my folks are from Dallas. We just believe in telling good stories, and for Rosa it’s about telling good stories of what women have done politically and how we have impacted everything from the starting of the country to our political system today. I wanted to highlight some of the things that we’ve done in our past and also what we’re doing currently as we look to run for office and impact change.

Samir Husni: Can you reconstruct that a-ha moment when you decided to call the magazine Rosa? How did the name come into being?

Sandra Long: That’s a great question. Even though we just launched this past March, I probably had the idea over two years ago and probably longer than that, but I just wasn’t in a position to understand what Rosa really was, you know you have to decide and define what is it. What kind of stories are you going to tell? So, even in my soul-searching about designing the magazine and what the format was going to be, it took a while. So, we’ve had the idea for a while.

Naming it Rosa was just in the spirit of Rosa Parks, in her image, that honesty and integrity, making a stand for something. And even though it’s not named after her directly, it is in that spirit. We wanted it to be able to tell people that Rosa Parks stood for something against all things. She made a stand. And today when we look at our political environment, it’s the things that we can do; we can make a stand. And it doesn’t have to be rowdy and unruly, but it can be where someone is just making a point.

So, I decided to name the magazine Rosa because I think it has substance, that name in and of itself, what it means has substance. I just wanted women to have a magazine that represented them, and it’s non-partisan. I wanted this to be a voice for women, for them to be able to express themselves politically and with issues that relate to that. So, that’s how I laid the foundation.

Samir Husni: In the magazine, your introduction has so many illustrations, such as the T-shirt “I am Rosa, I am Rosa.” In addition to launching the magazine, are you in the process of starting a movement, like the French with “I am Charlie?”

Sandra Long: Our intent is to be able to start a movement. We want it to be able to grow naturally and organically; we think the time politically is right now when you look around and see what’s happening. There are more women who are running for office, and so this is probably the best time to launch a magazine around women in politics. I think it can be the beginning of a movement that helps spur more women into political office, locally and nationally. But it’s something that I’m not going to push out into the world, but just let it evolve naturally. And I think it will. I think women will gravitate toward having a magazine that is politically for them.

We’ve done tests for all of these different age groups, the younger – the millennials, and I will tell you that it’s really amazing to see the reception from each one of those age groups, even the millennials. And we’re proud of that. So, to answer your question, we sure hope it starts a movement, but we’re going to just naturally let it happen.

And I think social media, as we all know, gives us that great presence. You can build a movement online, and I think we’ll do a lot of that. Now, we’ll need help to be able to do it, but we’ll definitely lay that foundation for that.

Samir Husni: Why did you decide to publish a print magazine?

Sandra Long: There are two reasons. Number one, my family has been in print for almost 100 years. My great-grandfather did print and these were the old black newspapers, and my family also owns one of the oldest black newspapers in Dallas today. And so, I’ve always been partial to print. And contrary to popular belief, I do not think print is dead. I think the Internet is so large and there’s so much to search for, it’s still nice to be able to pick up a magazine and read.

And because I am partial to print magazines, I still think there is a market for them. And when we had women pick it up, the look and feel of Rosa resonated with people and to be able to turn that page was important. Women still buy magazines, whether it’s fashion or, as we hope, political, they’re still buying magazines. I was firm that it had to be print. We will transition to do a little bit online, just to be able to feed that marketplace. But we’ll do print as long as they are supporting it.

Samir Husni: Which career was easier, being the Deputy Secretary of the Maryland Department of Commerce, being in politics, or being a journalist/publisher/editor?

Sandra Long: (Laughs) That’s a great question. Really, it’s an easy question, because I’m going to tell you, I really think being deputy secretary was easier than being a journalist and a publisher. It’s difficult, because you have to try to understand your marketplace and who you’re writing for, you have to get the story right. We have to engage writers of all backgrounds, there is a lot to it, and that’s just the editorial side. I know I’m preaching to the choir here, you already know all of this. There are so many moving parts to it.

And even though my family has been in the business, I did not print those things, I was in and around it, but to do it yourself and to pull your own team together and to try and get the voice right is hard. The voice of Rosa magazine has to be right, and it’s really difficult. But deputy secretary is probably a close second, it was hard. (Laughs)

Samir Husni: You’re trying to make Rosa apolitical in the divided sea that exists in our country. Is it possible to create something today that’s apolitical or isn’t on the right or on the left?

Sandra Long: The mission of Rosa is to definitely be non-partisan, to write about both sides of an issue and leave the readers to make their own decisions. We’re not trying to lean them either way, which honestly is the difficult part. And I’ll give you a great example. In the inauguration issue we had a story about political rhetoric and in that we just happened to use President Trump and the gentleman who started this big thing on political rhetoric, we used those two photos. And I’ll tell you, we did get some emails about using those, but had they read the story instead of just thinking that we were making a play after President Trump, they would have found that we were not. But he is a master at political language; he is a master at that and you have to give him that. So, I think it’s going to be hard, a very difficult task.

When we have our writer’s meetings, we are looking at every story, all of the language. What does this say to our readers? And are we really writing down the middle as we tell these stories of the past, present and future? It’s tremendously difficult, I have to tell you. I’m hoping that we hit the mark, but I also think the readers will keep us honest in that. Some of the women who were in office would say a certain story wasn’t non-political, that it had a slant to it, so we have to try and avoid that, it’s not what we want. We want to bring the nation of women, and male readers too, we have readers that are men; we want to bring the nation together. Or at least do our part.

Samir Husni: You’re referring to the article “Speaking in Code,” correct?

Sandra Long: Yes.

Samir Husni: It’s a great illustration, among other things, for the opening spread. So, tell me, if you and I are speaking a year from now and I ask you to tell me about Rosa, what would you hope to say?

Sandra Long: That’s a great question. I sit and think about what impact Rosa can make over the next 12 months, because we’ll be knee-deep in looking at that next presidential election; we’ll be approaching 2020. So, the impact that we want to be able to have, that I think Rosa will have, is to be able to bring women together, to say here is a magazine that has stories with women in political office, whether they’re running or whether they’re in their communities, what are they doing politically, and that they will see Rosa as a connector across the country. If we have done that and done that well, then we’ve accomplished what the mission of Rosa is meant to be.

One of my favorite stories in this issue is about a young lady named Blair, who is out of South Carolina and she’s young, but she ran for state office and she won. And so it’s important to have people look at that. Other young women who might have an interest in politics, to see that you can do it. Not everyone is going to want to run and win, but to just be in the ring is the idea. At least I threw my little Chanel hat into the ring. So, that’s what we’re hoping Rosa will accomplish. A year from now, I’m telling you if we can do that, then we will have done something that’s great.

Samir Husni: As we look ahead, as you look at Rosa and at the entire spectrum of women in power in politics, what do you feel will be the largest stumbling block you’ll have to face and how will you overcome it?

Sandra Long: Here is the largest stumbling block, because sustainability in any effort, any venture, is key. Once you feel like you’re hitting your niche, then how are you going to sustain that? For us, one of the toughest challenges is that sustainability looks like advertising, because there is only so much self-funding that I can do. And we’re going to need to get advertisers; we’re going to have to take on people who are experts in the industry to be able to help us get the right advertisers.

I think there’s a tremendous base of people who want more say, who want to be a part of Rosa magazine or are geared toward our audience. So, that’s probably my biggest challenge, if I’m being honest. I know that they will come. I did it without even thinking. Initially, it was a passion project coming out of the gate. It wasn’t where I was thinking we had to make sure we have advertisers, so I think we have to work for them now.

But here’s the thing, we have a product that they can hold in their hands and look at. It’s already on Barnes & Noble’s stands nationwide, but we’re going to need some help when it comes to finding people that believe in advertising in the magazine.

Samir Husni: What has been the most pleasant moment so far?

Sandra Long: The most pleasant moment was actually getting the magazine in my hand and being able to turn that page when it came from the printer, and just to look and ask was this the intent when we put this into print? Our designer, Matt Williams, is just brilliant, and when we turned that page, I have to tell you, I felt like it was a great nod to the women of our past and to the ones that are now, I think it was a job well done. That was an exciting moment.

But for me, I don’t relish too long, I will just say okay now, what’s next? (Laughs) At least, that’s what the staff says, they’ll say let’s just enjoy for a moment. But that was probably the most enjoyable moment for me. I’m just excited for the next issue, there are so many stories to be told.

Samir Husni: Why did you choose to publish in Nashville?

Sandra Long: Nashville, for me, is home and I know a lot of people here. And it’s a growing city. Nashville in its heyday was a publishing city and we had Printer’s Alley. We did a lot of the major magazines and we still do a lot of work on major magazines in print. I know some people might say that we need to be in New York or in Washington, but we can get there from Nashville, Tenn. I think it’s just a different mindset in Nashville. And it’s also, for lack of a better word, it’s always been my spiritual center. And so when I come to Nashville, I get clarity on what it is I feel like I’m supposed to be doing to impact the world personally.

We may open another office, and I know that we will open an office in D.C. that will be an editorial office, probably sooner rather than later, but for now the main office is in Nashville and I anticipate we’ll be here for the next year or two.

Samir Husni: If I showed up unexpectedly at your home one evening after work, what would I find you doing? Having a glass of wine; reading a magazine; cooking; watching TV; or something else? How do you unwind?

Sandra Long: I’m doing one of two things, I’m either on Texture looking at magazine design, because that’s one of the things that I just love and it relaxes me. I just want to look and see what other designers are doing, it keeps us creative. And I’m probably watching some girly show – Real Housewives or something, if I’m not reading. But I have to tell you, to relax sometimes I’m watching some kind of reality TV show. I’ll indulge for at least an hour, so you’ll find me doing those things for sure.

Samir Husni: How do you want people to remember you? If you could have one thing tattooed upon your brain that no one would ever forget about you, what would it be?

Sandra Long: Probably service to mankind. I want to be known for service, that’s all I want to be known for. That I just wanted to serve people in the particular way that God gave me with my skillset, because there are some things that I’m not good at and most people who know me will tell you. (Laughs) Oh no, Ms. Long, she’s not good at that. (Laughs again) Or she’s successfully good at this; I am good at concepts and implementing. But it is always to be of service. So, if there’s anything I want people to remember about me or to be etched in stone or in the brains of people, that’s what I’d like to be remembered for.

Samir Husni: My typical last question; what keeps you up at night?

Sandra Long: There isn’t a lot that keeps me up at night, because from the moment that my feet hit the ground in the morning, I know what I’m supposed to be doing and I’m running hard every, single day, so by the time I get to sleep, I am a sound sleeper. There’s not anything that I’m really concerned about other than just making sure that I am doing all that I can do to give the magazine the right voice and the right life that it deserves. Nothing lasts forever, there’s a time and a season for everything. I just happen to think that this is Rosa’s season. That this is the time for a magazine of this caliber and with this target and mission.

So, anything that weighs on my mind a little bit is about whether I’m doing everything that I need to do to move it along, but not where it is so forced and so pushed, but definitely where people will embrace it. And hopefully they will do that.

Samir Husni: Thank you.

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