Verve-Magazine
Magazine for street-fashion, photography and art.
Verve-magazine is a new international magazine for fashion, photography and art.
Verve-magazine is also marketplace - a unique interactive shopping area in each fashion editorial, where you can buy selected pieces directly online straight from the photos.
Check out http://www.verve-magazine.com.
Find your own verve!
Hamburg, Germany
Eimsbütteler Chaussee 44, D-20259
Email: info@verve-magazine.com
- Category: Art, Fashion, Photography
- Periodicity: Bi-Annual
- Language: English
- Format: 350 x 500 mm
- Circulation: 5,000
- Price: Free
- Web: http://www.verve-magazine.com
Founded in 2009
Exclusive Interview
Verve-Magazine
What is your magazine about?
It's a international magazine about fashion, art & photography. Currently it is a online magazine only but we will launch the first print issue in 2009.
What makes Verve-Magazine so special is the “Shop from the Shot”-Feature - a unique interactive shopping area in each fashion editorial, where you can click on selected pieces and buy it straight from the photos through our partners.
The fashion style of the magazine is best described as “Street-Fashion meets High-Fashion”.
Who’s behind the project? Tell us about the founders, their backgrounds and their motivations!
The core-team of Verve-Magazine is pretty small - we are only four persons. But we have a pretty large network of friends, artists and professionals that support us.
The backgrounds are fashion and media. The motivation is a big love to fashion, art, photography, style and magazines.
How do you produce one issue? How much time do you spend on it? How big is your team?
Actually we spend about 2 month for producing a new issue. Currently we take some more time because we redefine the whole concept of Verve-Magazine. We will come up with some new highlights in 2009.
What have been the important steps in the life of your magazine?
The final decision to make the whole magazine happen and finally launch it after working hard on this project day and night for months and putting so much energy in it.
Which are the key ingredients for the success of your magazine?
I guess it's the mix of a unique concept and the way we implemented it.
What are the difficulties you are confronted with? What would be “the” thing to help the magazine to improve?
Working on a very low budget is the main problem.
Where do you want the magazine to be in five years?
A leading magazine for fashion, art & photography on the internet and as a print magazine.
Tell us about your audience! Who are the readers of your magazine?
We are very proud that the success of Verve-Magazine is based completely on word-of-mouth recommendation. We never spend a single penny for advertising. Due to the feedback and Google Analytics we exactly know who the audience is: fashion-victims, people interested in art, designers, photographers.. mostly creative people.
Is remaining independent important to you? Is it part of the strategy?
Yes it is important and part of the strategy. But that does not mean that we would not like to collaborate with more advertising partners. For our partners we are kind of style consultants. We are offering a very valuable environment for advertisement and any other kind of collaboration.
What’s your relationship with advertisement? Does it influence your content? Do you care about advertising-driven-editorials?
Advertisement is necessary to produce a magazine. And the key to success is to sell ads to companies that fit 100% into the concept and style of the magazine.
Advertising-driven-editorials are a good concept as long it does not limit the creativity of the magazine makers. Fashion editorials are predestined for that.
It's just the way you do it. Most of the advertising-driven-editorials look too obvisious to be advertising-driven and than it is really "cheesy".
But I think that we can turn a advertising-driven-fashion-editorial with a creative idea into something "cool" and that it does not look too commercial. And then it is a real benefit for the advertising company, the magazine and the audience. The audience needs to think "Oh wow that's a cool editorial" and not "Oh no, that's a editorial sponsored by company X". That's the trick!
What do you think of your issue 01, when you look back at it?
Sweet. But I still like it very much!
Magazine favorite(s) that inspired you in your career.
ID, lodown, squint magazine, sleek, dazed, Vogue.
Do you keep old copies of magazines? If so, what is your favorite in your collection?
I keep copies of every issue I bought only of my favorite magazines. From any other magazine I only keep some very special issues.
How many magazines do you buy / get / read each month? Do you qualify yourself a maniac?
Yes, I am a manic! I buy about 20-30 magazines a month. I just love magazines.
We are compiling answers from some of the most innovative magazine makers around the world today. Who else should we ask?
Thomas Marecki / lodown.
Answered by Ralf Bernert (Publisher)
Magazine: VERVE-MAGAZINE
Email: ralf.bernert@verve-magazine.com
Date: 01-12-2008
Staff
Founder and Publisher: Ralph Bernert...contact
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