Although we started out with an idea for a publication that would celebrate young, up-and-coming talent, this quickly slid into territory we were all unhappy with. We realised that a publication of this sort would have to be a not-for-profit publication, and therefore we couldn't charge for it, and thus couldn't actually sell it. This got us looking at non-profit business models, and how we could distribute/circulate our publication to the right people, so it would have any form of impact. We started thinking about the role that the web could play in this, and creating a forum/online community. However, we all realised that none of us were particularly excited about this idea, and it had become so far removed from our original intentions.
After we hit this wall we decided to take a step back to look at what we were really interested in - publications. Obviously, publications is a very broad field, and as we knew we would have to find an interesting and marketable USP (unique selling point), we started talking about niche publications, publications that had an essence that filled a specific market gap but without being too specific, as we thought that something too specific could mean that our ideas ran dry pretty quickly.
The idea that we arrived at was 'Sad Mag'. Someone mentioned a "sad magazine" as an offhand comment, and we all seemed to agree that this was actually a very funny and engaging idea. Sad Mag wouldn't actually be that sad at all, but would be self-knowing, and slightly tongue-in-cheek. A sideways look at the grimness of life for the modern young.
Business haiku:
Good pictures, bad feels
Have a salty laugh, it's great,
The future is bleak
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