Reactor
Issue 01
June 2005
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contact: word@reactormag.com
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contact: word@reactormag.com
News & Entertainment
the arts (fine or pop), scientific discovery, inspired leadership, personal and business success, love, etc.
Richland, WA, USA
Po Box 2163, 99352
Email: word@reactormag.com
- Category: Art, Beauty, Cinema, Fashion, Music
- Kind of Magazine: City Magazine, Free Magazine
- Periodicity: Monthly
- Language: English
- Format: 216 x 260 mm
- Price: $17
- Web: http://www.reactormag.com
Founded in 2005 - No longer published
Exclusive Interview
"I’m doing exactly what I want and the advertisers cannot complain"
What is your magazine about?
We focus on the finer things in life without ignoring the uncomfortable facts of life. The “finer things” are some pillars of a modern, future-oriented civilization: the arts (fine or pop), scientific discovery, inspired leadership, personal and business success, love, etc. The “uncomfortable” facts of life are governments-gone-awry, war, injustice, disease, mosquitoes, fleas, etc.
Who’s behind the project? Tell us about the founders, their backgrounds and their motivations!
Reactor is the creation of Aaron Michael Pogue, an American born in 1976. In college, he studied film, music and literature. In his turbulent twenties, Aaron lived in Seattle, Los Angeles, New York City and Paris, France. During these years he was always torn between pursuing only one of three distinct futures: brilliant novelist, auteur filmmaker, or genius musician. Approaching thirty years of age, he has found that publishing a culturally innovative magazine (in his corner of the world, anyways) satisfies many of the longings that all three destinies have instilled.
How do you produce one issue? How much time do you spend on it? How big is your team?
Producing one issue leaves a long trail of decisions, actions, and sometimes failures to act. I have had help in sales, and I now have help in layout, and have always had writers, but I am responsible for the bulk of what gets done. It is a continuous mixture of managing content, selling advertising, designing ads, designing layout, distribution, communication with the public and key players, making deals and trades, and some web design. The newest, most important task at hand is to recruit staff. Doing so will change the face of the magazine and the nature of its success.
What have been the important steps in the life of your magazine?
The first triumph was acting on the idea and publishing issue #1. That’s the first domino. Some other milestones have been jumping from black & white to full color and gradually landing a healthy advertiser roster. Once in a while, I’ll recognize a fine opportunity and snatch it. The most recent examples are distribution deals I’ve secured. First, I got a copy of my magazine on every Pizza Hut delivery in the area. Now, I’ve arranged a copy of my magazine to accompany the 2006 phone book distributed throughout the city. I call these “force feeds” and they are good in this start-up phase. Advertisers care about distribution/circulation more than anything else.
Which are the key incredients for the success of your magazine?
The number one ingredient for any success is desire. Next is to decide to go and do it.
What are the difficulties you are confronted with? What would be “the” thing to help the magazine to improve?
This magazine needs more people involved. The editor/publisher needs to let go a degree of individualistic stake in the project and trust the creativity and talent of others to make Reactor Magazine a synergistic force in the community. The magazine has the spark to spread regionally and even nationally. The publisher needs to give that spark a larger engine.
Where do you want the magazine to be in five years?
A 96-page glossy covering the Regional Northwest. The content will have expanded on the founding themes. Featured people will then include more widely known artists, thinkers, innovators, leaders and entrepreneurs.
Tell us about your audience! Who are the readers of your magazine?
20,30,40-year-old men and women who are educated, working, excited about life, traveling, dining out, going to shows, concerned about world affairs and who appreciate critical thinking. The first people to pick it up are musicians, artists and fans of the creative people in this area.
Is remaining independent important to you? Is it part of the strategy?
Independence in media is difficult to gauge. I work to show the truth in things and stay positive whenever possible. To me, independent means not being a shyster. No candy coating or between-the-lines messages. My audience knows better.
What’s your relationship with advertisement? Does it influence your content? Do you care about advertising-driven-editorials?
I sell ads. I tell prospects straight up, “I’m here to sell you my readership.” Early on, I lost a few advertisers because I printed the f-word or allegedly glorified public drunkenness and promiscuous sex. What did I do about it? I adjusted the editorial. As a result, I have a classier magazine. My theory is to produce a quality publication that the community cannot do without! If I do that, I’m doing exactly what I want and the advertisers cannot complain.
Do you think that magazine readers still need to watch TV?
Yes. I need to watch more TV.
Which is your relationship with your printer? Does he play a main role in your development?
The printing process is extremely amazing and those who do it well deserve much respect. As with any industry, you’ll come across chumps and you’ll come across heroes. Find a heroic printer and hoist him on your shoulder like a champion.
Which magazines did influence you most? What are you looking for in other magazines?
MAD and Archie were my first favorites. Rolling Stone has some excellent history behind it, but I mostly study it now for layout ideas. A very cool new magazine called Paste was recently brought to my attention. Adbusters is cool. In other magazines I’m looking for inspiration.
What do you think of your issue 01, when you look back at it?
It’s the original – the origin from which everything since has sprung. Aesthetically, it hardly holds sentimental value. Its tone and scope were sophomoric compared to the latest issues. But it will always be #1 and I am very proud of it.
What question did you never ask in your magazine but would have liked to?
Should I do a Swimsuit Issue this summer?!
How many magazines do you buy / get / read each month? Do you qualify yourself a maniac?
I budget $20 per month for magazines. I’m more a man of ideas than a magazine man. The magazine is a traditional and proven medium to share ideas. I would do it with TV if I had to, but my readers can take me to the park, on the plane, or to the toilet.
E-mail interview from “01.05.2006”. © Colophon2007.com – Mike Koedinger Editions SA (Luxembourg)
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Editor: Aaron Pogue...contact
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