■ About the Publication

Magazine B is an ad-free monthly publication that dedicates each issue toone well-

balanced brand unearthed from around the globe. The magazineintroduces the brand’s hidden stories, as well as its sensibility and culture,and is an easy but also serious read for anyone with an interest in brands.

■ About the Issue

Magazines have always been special tome as I believe they close the gap between fast-paced newspapers, either onlineor offline, and slow-paced published books. Magazines give me preciousopportunities to learn new things as well. After all, magazines have alwaysbeen giving me refreshment.

Over the time, however, I have foundthree aspects that magazines are somewhat lacking. First, despite all theintense work load and efforts put on magazines, when they are “back numbered,”they are easily forgotten. It is inevitable for them as they constantly need topresent new things, and once they become back-numbered, it is hard for them tobe under the spotlight again. Second, magazines are becoming morecommercialized. Because they make powerful tools of advertisement, they areoverflowing with promotional articles. As most agree, magazines cannot escapefrom series of profit making issues and it is tremendously difficult to makeprofits without advertisements. Third, an issue of “perspective” came across mymind. Like it or not, majority of magazines are published to simply delivernews. Rather than having their unique perspective, they are inclined to presentsimilar contents from similar sources - making pursuit of uniqueness inperspective even harder. Advertisements are often misrepresented asperspectives, while significant portion of subscribers tend to “consume”magazines for news.

After a long contemplation upon thesethree aspects, JOH Company is about to introduce its new Magazine B. This very first issue as a headstart, the magazine is aiming to become worthy of purchase, collection and makesubscribers continuously look forward to next issues. “B” for the magazine Bstands for both brand and balance I have always believed that businessesshould be looked through a prism of “brand.” The brand here is built upon threeimportant vertex; beauty, practicality and price. With brand philosophy addedon top, the prism of brand will finally be formed - that is where a wellbalanced brand starts from. My own idea is that with philosophy included, abrand should have at least three aspect to make it appealing.

B, with JOH & Company’s own perspective, will introduce“well balanced brands” from around the globe. The monthly magazine willintroduce one brand at a time, delivering with simple and easy-to-

understandnarratives. It is out of the belief that understanding a brand could be madepossible by seeing, feeling and smelling the brand itself - much accessible waythan marketing textbooks filled with jargons. Except a number of facts thatneed to be confirmed, the magazine’s narratives will revolve around customersof a brand that is featured. The magazine will limit advertisements as much asit can and also will not receive any compensation from for covering.

The first to cover in the magazine’sfirst issue is “Freitag” - the very brand I have always consideredwell-

balanced. Freitag offers bags made from reused material - however, suchfact takes only small portion of the vertex of the prism - “philosophy.”Practicality to perfectly function as bags, style and sophisticated businessoperation paired with carefully planned production and supply chain, are takingthe brand to the different realm from conventional environmental movementcalling for use of, for example, eco bags.

Until the last moment, B has been paying attention to “who” isgoing to read the magazine. B is notfor brand managers only. Rather, the magazine will be there for anyone runninga business, big or small, or anyone consuming brand products. It will presentits perspective on brands with easy yet sincere tones. Hoping the magazine willmake its contribution to raise awareness for well-

balanced brand, I would liketo extend my thanks to Editorial Director Taehyuk Choi and all the people whoselong hours and hard work have made this magazine possible.

Last but not least, I would like toexpress my thanks to Mr. Jungho Kim for encouraging me to make my long timedream a reality.

Publisher Sean Joh

■ Content Images