I read somewhere a little while ago that a magazine is no longer defined to the pages it is printed on, it is a vehicle to drive explosive material to people. (I can't remember who said or wrote it, but it sounded good and wise. Now this is obviously true, with more and more publications becoming multimedia formatted with the internet and Iphone apps etc etc. But no other magazine makes use of the different printed materials available to them than BruceLee.
BruceLee is a quarterly publication for the South African music channel MK aimed at 18-24 year olds; designed by Peet Pienaar who is part of The President. Each issue comes in a completely different format, from envelopes to cereal boxes stacked inside each other, all of which contain a jumble of stickers, posters, booklets and postcards. The publication is split into Bruce for boys and Lee for girls, splitting the advertising demographic and making life much easier.
In an interview Hannerie Visser the Business Director of MK BruceLee states how aware they are of aware they are competing against "mobiles, websites, TV, books, games etc for attention," and says to combat this they "need to be in touch with our market and what's out there. We have to offer them a product that can compete with the best that is on offer internationally at any given time." It's interesting to see people still sticking and pushing a printed format rather than immediately diving into a world of technology, because it's always nice to have the real thing in your hands, whether it's a book, a DVD or a magazine.
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