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50_easy

Issue 21

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BPA SL

Barcelona, Spain

Laforja, 102 ppal 1e, 08021

Email: fiftyeasy@fiftyeasy.com

Category: Art, Culture, Lifestyle
Language: Spanish
Format: 220 x 275 mm
Price: 3.91 €

No longer published

Exclusive Interview

“Television is the paradigm of motion”

What is your magazine about?

At a time when society is rearranging its worldviews, its basic values, its thoughts, its art, its social structures into a new world, 50_easy is about meaning and creating something unexpected, curious and new that reflects this sharp transformation. 50_easy is a magazine for people with a lifestyle that combines social and cultural interests with quality and aesthetic consumption demands.

Who’s behind the project? Tell us about the founders, their backgrounds and their motivations!

Marisa Iturbide. 52, born in Mexico, studied Liberal Arts and Communication in Universidad de Navarra (Spain), moved to Berkeley (California) for a year, lived in Switzerland where studied Psychology and Art while raising kids and eventually landed in Barcelona to work in advertising. Marisa founded her own company, BPA in 1992 as a consultancy agency offering services that range from business consultation to trend forecasting. Since 2001 BPA’s skills have concentrated in lifestyle trends, publications, art direction, editorial creation, branding, illustration, photography, advertising and multimedia. .

Marisa’s motivations: insatiable curiosity and joie de vivre. .

How do you produce one issue? How much time do you spend on it? How big is your team?

50_easy is a bi-monthly magazine that 6 times a year arises a concept or theme related to BPA’s findings on trends. Each person responsible for the design, trends, communication, advertising and editorial departments has a meeting every september to propose themes and contents for the following year. Every two months a multidisciplinary team of skilled persons from an international network of creative contributors that share our passion for discovery is called to contribute with their own perceptions and ideas on the subject proposed; thoughts, words and images create a story that is visually “told” in each issue. .

What have been the important steps in the life of your magazine?

Finding the right people to make a humane, talented, inspiring and passionate work team. .

Which are the key ingredients for the success of your magazine?

Fun, experience, intuition, determination, love, passion and work, work, work… .

What are the difficulties you are confronted with? What would be “the” thing to help the magazine to improve?

In a period dominated by fear, uncertainty and anxiety the mood is about building emotional relationships with people and the environment to create meaning and entrance consumers. Publishing enables us to respond to situations and things that thrill us, arouse our curiosity and stimulate our imagination and uncover meaningful sources of inspiration that outline lifestyles. The “thing” to help the magazine to improve would be reaching more readers and contributors, and achieving the complicity and loyalty of brands and advertisers. .

Where do you want the magazine to be in five years?

Thriving worldwide!!! .

Tell us about your audience! Who are the readers of your magazine?

Storytelling is the way to reach people and we want our readers to enter into our stories and take them over and tell them back to themselves. Our readers are storytellers. .

Is remaining independent important to you? Is it part of the strategy?

Remaining independent is very important to BPA and it is a strategy in our personal and professional lifes. .

What’s your relationship with advertisement? Does it influence your content? Do you care about advertising-driven-editorials?

Consumption is a very important part of everybody’s life but we have reached a point in which consumers do not accept that which does not respect their intelligence and common sense. That is, we love consumption but we also want commitment, responsibility, sustainability, transparence. Fashion, drinks, cars, trips, food, products and brands are all part of our life but we need to feel empathy and it is still scarce. 50_easy’s content takes into consideration that there is a need for a touch of humanity and a craving for unique experiences that demand design and advertising to create a fun, unpredictable response to satisfy sensory desire and emotion as driving reasons to purchase. .

Do you think that magazine readers still need to watch TV?

Yes. We live in hectic motion and we love it, and television is the paradigm of motion.

Which is your relationship with your printer? Does he play a main role in your development?

The printer is a very important element in our team; he is at the last stage of a very arduous and intensive collective effort and our expectations are always very high. Our efforts demand his respect and he cannot deceive our contributors, readers and advertisers. .

Which magazines did influence you most? What are you looking for in other magazines?

Actually, we look for inspiration in old magazines –all type of magazines. Fifty years ago magazines succeeded in showing social reality through their content: facts, thoughts, fashion, literature, eroticism, politics, psychology, art… We in 50_easy think that you have to provide for all of them if you want to bring about readers. .

What do you think of your issue 01, when you look back at it?

Boy, we are brave and… have we learned!!!! .

What question did you never ask in your magazine but would have liked to?

Are we fulfilling at least some of your wants and desires?

How many magazines do you buy / get / read each month? Do you qualify yourself a maniac?

Not many. I devour books, favor conversation, listen to the radio, watch TV and read all sort of news and reports related to business, education, teenagers, seniors, fashionists, artists, celebrities, scientists, life, death… insatiable curiosity. .

E-mail interview from “08.08.2005”. © Colophon2007.com – Mike Koedinger Editions SA (Luxembourg)