the birth of SAD MAG

We started to discuss the idea of a publication that showcases young talent and that quickly spiralled into looking at not for profit organisations and then creating forums and online agencies, and a confusion as to how we could distribute and sustain the product to the right people. It was far removed from what we all originally really wanted to do, which was make a publication, and none of us were thrilled by the idea of creating a forum.

At first we were worried about the publication's unique selling point and tried being too specific, for example a publication just focused on environmental issues. It was then suggested we think about something that would be broad and that its focus would be on its tone of voice. We thought this would also be good as there is a broad range of what we each individually like and create as practitioners in the group.

Someone said the name "Sad Magazine" and we all found it a funny phrase and it rolled from there

We decided that Sad Mag wouldn't be that sad at all, and that there was a knowing irony to the name. But it would celebrate the sometimes grim lives of youths and otherwise today. But not too dark or gross or obnoxious, which is where I think a lot of other publications like this can go quite quickly.

There would be written articles and comic strips and a focus on illustration, but not in an intimidating way that might scare away non-artistic readers. There would be a heavy online presence, probably not with full articles but with snippets of writing and illustration to entice people to buy it. I think it is a mistake to not have social media as part of your business, so long as it is used right.

GOOD PICTURES, BAD FEELS
HAVE A SALTY LAUGH, IT'S GREAT
THE FUTURE IS BLEAK
our business haiku

Sophie also had the phrase "I'M FED UP OF HAVING FUN" which we thought was also self-awarely funny and we liked the idea of putting it on a t-shirt. Maybe merchandise could become a sideline. Regardless, it would be a good tagline.