Indie magazines are often expensive to purchase (you can buy the glorious art and culture magazine Flaneur at an airport – a snip at €18). The high cover price of an indie mag goes toward very high production values. You can expect a more tactile experience, obviously, but also better presentation, photography and graphic design as a standard. And that cost of entry itself provides exclusivity which rubs off well on luxury brands, providing a mutually beneficial environment for all involved.
From music to fashion, baking to furniture, nostalgia sells. And independent print magazines, unsurprisingly, handle nostalgia so much better than on-screen media.
Independent magazines are able to use their often niche content to offer an excellent home for like-minded brands. A good example of this is found with Rouleur (published just 8 times a year), a magazine that is only interested in cycling. And only high-end road cycling at that. The luxury bike brands that advertise in the mag know that the only people reading will be heavily invested already. There is little wastage, brands don’t just have permission to talk to the audience, they are encouraged to. They are a part of the enjoyment of the magazine.
One of the luxuries (for both audience and brands alike) in reading an independent magazine is the time spent on it. While advertisers tussle with the conundrum that although we spend ever more time online as a whole, we spend even less time on single items/pages online. Magazines, and independent magazines particularly, allow the consumer, editorial and brand the space to connect in a more relaxed way.
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