New websites launch in the online space daily - if not hourly. New print magazines, on the other hand, are a different kettle of fish entirely. They take months of planning, prepping and procrastinating, purely because there's that much more at risk if things don't pan out. But the team at Creative Spark aren't afraid. In fact, they're so convinced of the power of print that they're doing the non-obvious and launching a hard copy magazine. See below tweet from owner Matthew Buckland as proof:
Spotted on my desk. Exciting times ahead! pic.twitter.com/Cy58pcvVDu
- matt (@matthewbuckland) January 14, 2015
When can we expect the BURN mag launch, and how frequently will we see it in print? Bechervaise: As much as I would like to say that we're already at the print stage, we decided to first have something tangible to take to potential advertisers and distribution partners, so they could truly get a 'feel' for what we want to achieve with BURN, hence the tweeted pic of our dummy model that many have seen. We're working with John Brown Media on the creation of it and they're helping us create something that'll truly POP! The official launch date is still TBA - print has a much slower turn-around time than what us digital peeps are used to! But I can reveal that BURN will be a quarterly magazine, allowing for our team of in-house journalists to focus on industry news that is in-depth, features and interviews with substance, as well as looking at the tech and digital industry at a granular level... Oh, and did I mention that the mag is going to be available for free? #winning
That certainly is a #winning strategy! What type of content can readers expect? Bechervaise: The content will be an eclectic mix from all of our online platforms - Memeburn, Gearburn, Ventureburn and Motorburn - and will be a balance between fleshed out content that exists on the sites and exclusive pieces that will live in the magazine only. The Burn Media network produces a lot of content on a daily basis, so our goal for the magazine is for it to be a leisure-read, a "best of" from all the sites.
Sounds good. Explain the tagline, 'Trust us, we're geeks'...Bechervaise: Geeks are the rockstars of today, what's not to like? In all honesty, with technology still a niche market in South Africa, and with the Burn Media network focused on so many verticals within the industry, we like to think we've got tech covered! The tagline is still a work in progress and we don't want to be tied down to just one... we're trendy like that.
You sure are. Who is it aimed at, and how will people get hold of it? Bechervaise: The magazine is aimed at our existing online readership - tech-savvy individuals who want to know all there is to know about local and international digital trends, gadgets and gaming, as well as how technology is influencing the start-up community and the automotive industry. It's easy to see that we're obsessed with tech! However, with technology becoming such a prominent feature in all of our daily lives, I'd like to think it will appeal to all those who have a vested interest in tech, which is a really cool thought!
As for distribution... we're not looking at traditional models but more strategic partnerships that make sure our magazine reaches the most relevant eyeballs - a 'quality versus quantity' approach.
Why go print when all the 'online Burns' already have such a strong digital presence? Bechervaise: I know, right? If I had a rand for every time someone gave me a strange look when we mention our plans for print, I'd certainly have quite a few rands! The industry standard is print-first, digital presence second. We've gone the complete opposite route, and that excites us! For us, it's part of a holistic approach to content, and tailoring that content to our readers' needs and the platforms they use. Print is definitely not dead and will always have a seat at the content table. People like to have something tangible, to hold, to turn pages... well, for now at least. I can't wait for the day we have Harry Potter-styled newspapers and magazines (we can all dream...)
I certainly agree, as I wrote about the virtues of print over digital a few weeks ago.
For more Creative Spark/Burn news, keep an eye on their Twitter feed.
