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John Brown publishes sixth issue of Sappi's What's Next magazine

John Brown has just published the sixth issue of Sappi's What's Next magazine. The agency has been working successfully with the paper manufacturer since 2009 and this latest issue marks a turning point in the magazine's approach. A new tagline - ‘What's Next: A conversation about the future in print' - reflects a shift towards more commercially-focused content that will inform and enthuse the readers about the fast-changing media industry, and the future of paper and print within that industry.

The theme for this issue is ‘touch', with a particular focus on the power of print, and the enduring impact of tactile media on the consumer. As always, the magazine is beautifully designed, and printed on a selection of Sappi papers, providing the ultimate showcase for the product. This, combined with its new editorial focus, makes it an excellent sales tool for Sappi and, for customers, an invaluable source of up-to-date information about the paper and print industry.

The issue explores how magazines like Wired, GQ and Marie Claire successfully adapt to the changing demands of their readers all over the world; it examines the role of research in staying close to audiences; and it includes three feature-length case studies demonstrating how print publications have helped Moshi Monsters, Boden and Red Bull to build their business. Digital technology is by no means neglected, and there are informative features looking at the evolution of AR apps and their growing role in the print industry, and at our changing relationship with touchscreen devices.

This issue's cover brilliantly captures the theme with a fantastically tactile combination high-build gloss UV varnish overlaying a soft-touch laminate. Digiphiles can check out the full mag here and there is also extra material online - including podcasts, competitions and video material here.

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> Find out more on John Brown

Posted in Member news
28thJun 2013


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