Truce
Truce
Cover
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Truce
Cover
22 spread(s) available
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www.truce.ch
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stefan@jermann.com
Celebrating Culture
Truce combines photography, illustration, art and design with timeless themes.
Zurich, Switzerland
Grubenstrasse 37, 8045
Email: stefan@jermann.com
- Category: Art, Furniture Design, Photography
- Periodicity: Annual
- Language: German / English
- Format: 230 x 290 mm
- Circulation: 5,000
- Price: 15 €
- Web: http://www.truce.ch
Founded in 2005
Exclusive Interview
TRUCE is about culture, art and life
Magazine favourite(s) from your childhood.
Stefan Jermann: Mickey Mouse.
Magazine favourite(s) that inspired you in your career.
Colors, DU.
Magazine favourite(s) now.
Monocle, Foam.
What else inspires and informs you?
Nature and travelling is very inspiring to me. You absorb as much as possible and in the end a few things remain with you that connects you back to those moments. I try to keep informed via online and alternative news. I do visit art fairs such as Art Basel, it is on one hand inspiring, but it can be also overwhelming by the amounts of works that are exhibited.
Proudest moment of your career in magazines.
When the first baby was printed and came out of this huge Heidelberg machine - and for sure seeing TRUCE at bookstores and newsstands, it really feels bizarre, but its also a feeling that no amount in the world can pay for.
Why?
If I weren’t so naïve, then you would never think that a self published magazine will ever be placed right next to magazines that were produced with loads of money and infrastructure. It is what I call ‘making the impossible possible’.
Most well-known moment.
I cant point out one moment, because there were many. But most of all it is peoples astonishement when they realize that no major publishing company is behind it, instead it is only a few people with an extreme dedication to create the most beautiful magazine on earth.
Why is it so well known?
See above.
Most important lesson learnt, and from who/where?
I really learn by doing it. I unfortunately have no great mentor who could give me all the insight that it needs. However, I realize in this business you have to be somewhat a bit naïve, because if you take the calculator in your hands, you rather go work at an insurance company or a bank. There is so much dedication and love to the matter involved and it should not be mixed up with ‘pure fun’, but I do enjoy what I do, especially when I see the finished magazine.
Do you keep old copies of magazines? If so, what is your favourite in your collection?
I do have lots of old copies from DU magazine, but I rarely read them. I also have a few copies of the first Flaunt issues. Their covers and art direction were quite unique.
Why do you work in magazines?
Some things happen for a reason that you can’t really explain. I saw the potential for a magazine that has a very non commercial approach and does not run after trends and lifestyles. Maybe at first, I wanted to see if we could really pull this off, and we did. One other aspect is the quality of work. We only work with very dedicated people who understand where we are coming from.
If currently involved in a magazine:
What is the magazine about?
TRUCE is about culture, art and life and it tends to have a keen social reportage approach. In each volume, we focus on one theme and then let various artists and writers pitch in their ideas.
Who reads it?
25 – 48 years old, urban creatives and people with a sense for extraordinary taste!
How do you find innovative ways to talk to your readers?
We only work with the best photographers and illustrators for the visual side. Our art director Walter Stähli makes sure that each story will catch the readers attention by an individual approach, nothing is pre fabricated at TRUCE.
What do you like about the challenge of working in magazines?
It is like a puzzle where you connect pieces. Of course I also enjoy working with various people and seeing lots of good work.
What don't you like about the challenge of working in magazines?
The traditional publishing business is purely about sales figures, thus large editions/circulations. Only those players will be able to attract advertisers in order to keep the publication running. Advertisers don’t realize that publications with a small edition can have a much larger impact. Most advertisers prefer to be in a lousy publication which attracts the masses, rather than being in a small edition publication like TRUCE that is a collectors item and changes hands oftentimes. In short, it is very hard for boutique magazines to find the necessary money for the production. You can vaguely compare it with the music business: The greatest music and the best production does not guarantee a number one hit. This aspect of the business can be really very rewardless and frustrating. The important thing is that you keep on going and remain true to yourself.
In five years, what will you be working on?
I believe I will produce more books and maybe work on new magazine concepts.
We are compiling answers from some of the most innovative magazine makers around the world today. Who else should we ask?
David Carson (RayGun).
Finally, please give us a brief outline of your career:
Classically trained at a Swiss bank; business studies in the US; Art Center College of Design, Pasadena/Los Angeles.
When and where did you start working in magazines?
I started learning about magazine design back at Art Center from my mentor Fred Fehlau. Fehlau is an outstanding designer and teacher who was involved to start up several major magazines. I really started to work on TRUCE in 2003/04.
What are the most significant titles you've worked on?
As a photographer I have contributed to numerous publications and as a publisher I have solely worked on TRUCE.
What are you working on right now?
I am preparing the forthcoming volume 5 of TRUCE which will put its focus on the theme of darkness.
E-mail interview from “July 2008”. © Colophon2009.com – Mike Koedinger Editions SA (Luxembourg)
Staff
Founding art director: Walter Stähli...
Founder and producer: Stefan Jermann...contact
Art director: Adrian Goepel...
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