Let's start with a video
As you might have noticed in the video, Visionaire's latest issue, nr 61, is big. Not to say huge. But that's not the only strange thing about this issue. It also contains scent strips, and the price (I'm not kidding) is $1500.
For those of you who don't know the concept; Visionaire is a magazine that tries to be a forum for artists who feel left out because their work isn't suiting for mainstream media. As is to expect from independant artists, the magazine hardly ever is 'normal'. Reason for their latest escapade: "The challenge for a magazine is to create real physical experience for their audience. Visionaire makes more sense now than it did before.”
But now we might ask ourselves, is this 'going-big-thing' really the solution for magazines who are trying to survive internet media domination? I often hear people say 'Print is dead'. Well I think that's not true. But the industry has to evolve. There are three major goals.
The first one, and I share my point of view on this with Visionaire, is that magazines will need to create physical, more special experiences in ways the internet has no access to. The entrance of scent is just a beginning. The idea should also be expanded in the directions of taste and touch. Imagine reading about the navy blue 3.1 Philip Lim clutch shown in his latest runway show, and being able to feel and smell the leather as if you were holding the bag itself.
Secondly, magazines also need to change the way they see theirselves as a medium. They are no longer relevant as a source of gossip and news, because the internet has taken over that task. Now they should focus on being a clear voice in this busy industry that offers an other, more profound point of view. They should put the clothes or whatever they're working with in a refreshing context in order to inspire their readers.
And the third; Magazines should not try to overthrow the internet, but to use it in their advance. Lots of magazines have already taken this step, with sites that bring the up-to-date news and blogs from the editors etc. This can be a way to bound with your readers, and also to reach out to a new audience, a new demographic.
As a conclusion we can say; No, print is not dead. But is has to evolve to the next stage. If the industry is willing to give up the old rules and explore the amazing new possibilities, the future looks bright.
What are your thoughts on this?