Sad Mag is a publication that takes a sideways and celebratory look at the grimness of modern life. Has a focus on good design (and is a nicely put together, well thought out object), but is not about design.
How did you come up with it?
By chance - the words "a sad magazine" just came up in conversation and we all agreed that they were funny, and had a certain melancholic humor, and this collection of words just seemed to generate ideas. A lucky strike!
What excites you about it?
- It's exciting to put something creative and cared about out into the world, that is not just for an audience of creatives. We want Sad Mag to appeal to whoever needs it.
- The idea is quite broad and as such has room to grow, change, adapt.
- An excuse for lots of play! We all agreed that it would be nice to tackle something with of humor and self-awareness, as it would push all of our practices in a different direction.
What industries do you belong to?
- Publishing/indie publishing
- Retail
- Entertainment (?)
What improved/new features do you provide? Something better? Something different?
We hope to provide something that is humorous, raw, and self-aware, but that is perhaps a bit subtler that a competitor like Vice, which is far brasher in its approach.
What/who is the market?
- People who like to invest in publications
- People who can laugh at the world, at others and, most importantly, at themselves.
- People who are fed up with 'aspirational' lifestyle magazines.
Who are your competitors?
Other 'nice' mid-range publications with a lifestyle focus
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