Vintage Magazine Proves There's a Market for the 'Beautiful, Informative and Novel'
INBOX: Who handles the printing and distribution?
SHERMAN: I work with the fine team at Capital Offset Printing, a family run business in New Hampshire known for high quality art books, among other things. The hand-crafted/custom aspects of the magazine are masterfully worked—attention is given to every detail.
INBOX: What is your strategy for marketing and selling the magazine? Do you expect retail sales or subscriptions to be most important?
SHERMAN: Elin Wilder, part of the Vintage Magazine team, handles distribution. We're attuned to our audience and focus on marketing and selling the magazine accordingly-thus specialty bookshops (i.e. Rizzoli, Archivia, Hennessey & Ingalls) and shops (Paul Smith, Cuffs), museums and galleries throughout the United States and abroad have been the targets, with great success. The Museum of the City of New York,The Contemporary Museum of Art in Chicago and Tate Modern are some of the museums carrying the magazine. Facebook and Twitter have helped bring the magazine to the attention of people in all parts of the world-and our subscriber base reflects this, including readers in Mumbai, China, Australia, Israel. Vintage is now sold in shops in Amsterdam, Sweden and Canada as well. Libraries, including fashion college libraries, have subscribed for their collections. Retail and subscription sales are equally important.
We're taking an equally deliberate approach to advertising, hoping for a stimulating matching of ad and audience, and seeking ads that can work into the visual sensibility of the magazine.
INBOX: Do you hope to increase the frequency of issues, or does it feel just about right given the focus on quality and design?
SHERMAN: The two issues per year model is deliberate and steadfast. No need for a monthly Vintage. Rather, readers should sit down with each issue, explore it, feel it, read the articles leisurely, take notice, return to an article or image over the course of time-let the magazine ripen with age.