Travel, media and entertainment start-up Culture Trip is taking a journey from the confines of digital into a magazine tailored for a millennial audience.
The Culture Trip Magazine will aggregate and curate the best stories produced by the media platform’s creators. The tech start-up is embracing old media to reach a young audience – seemingly shrugging off often repeated concerns that print is not the format to reach this audience.
Online, the title boasts 18 million monthly unique visitors and a social following of 7 million. In print, it will be published quarterly and will be distributed for free at transport hubs, select hotels, coffee shops and cafes and bespoke events in London. It has set the ambitious target of reaching 100,000 circulation by the end of the year and will publish first in the mag before rolling its content into online platforms.
Natalie Smith, publishing director of the Culture Trip Magazine, said: “It’s a myth that millennials don’t like print. Many of our millions of users told us that they wanted our inspiring storytelling in a more tangible format and that’s what we are publishing.
“You’ll find the same brilliant storytelling, the same amazing photography and the same editorial excellence as on our site or in our app - but this time in a beautiful magazine our readers can hold, come back to and share with their friends.”
The first issue, released 18 October, features a photographer feature from the World Nomad Games in Kyrgyzstan, that features on the cover of the magazine, a journey into the life of Spanish artist Joan Miro and an interview with former UN employee, Jessica Nabongo, the first black woman to visit every UN recognised country in the world.
Print is increasingly being fostered by brands who see the value in the medium. Earlier this year The Drum explored this phenomenon honing in on Facebook's Grow.