Punk GQ Fights Against Death Of Print
Elliot Aronow's new publication Our Show pays tribute to its anti-establishment influences and celebrates the old-school medium.
From the bright young mind that co-founded RCRD LBL, helped Gnarls Barkley earn cool points using internet marketing, and is viewed as a music marketing leader for tomorrow’s consumer, comes the latest and greatest…a print only zine.
When Elliot Aronow decided he wanted to have a place where he could showcase his friend’s talent, men could get style tips, and interesting people would be interviewed, he realized he didn’t want to start another theoretically redundant men’s blog.
The result is Our Show, a quarterly zine that is basically a punk GQ. Aronow doesn’t shun the digital age and the content and design fully acknowledge this. Our Show simply felt like “the correct thing to do” to help culture reset. The zine’s first issue came out in December, and owes its name to a talk show Aronow hosts in which he interviews popular musicians in front of a live audience. It’s small in size, 5″ x 8.5″, with a four panel centerfold, but what differentiates this zine from a lot of other titles that have hit the streets in the past few years is that it’s not an art project or a novelty.
Much like its predecessors of decades past, it actually serves the purpose of disseminating new and relevant information to the reader. The content is unique, informative, and somehow irreverent in its seriousness. There are photos of Morocco by the Yeah Yeah Yeah‘s Nick Zinner, shopping and restaurant guides tinged with humor, interviews with innovative leaders from different industries including Dr. Jay Parkinson and chef Eddie Huang, and even a manners section detailing mobile phone etiquette. And yes, there is a photo of a girl in the centerfold.
Add to all of that the fact that it is beautifully laid out and is printed on quality paper stock, you almost feel bad calling it a zine. However, reading Aronow’s editor’s letter, it is easy to see his punk ethos shine through and he makes a great effort to keep those values at the core of the publication. Writes Aronow:
In a historical moment when our culture has become overrun with lifestyle marketing mavens and passive Facebook-driven swagger peddlers, I thought it was a good time to step back and see what all these folks are actually offering us–be it products, a dinner special or what passes for an offline social life these days. Like Fugazi said, ‘Never mind what been selling, it’s what you’re buying.’
The second issue of Our Show will come out in time for SXSW.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
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