We are a revolutionary new hybrid media company, bringing the best of magazines and the web together. We harness the diversity and depth of online communities to create printed magazines that are uniquely relevant and insightful.

8020 Publishing

Happy Birthday Us!

Posted by Paul Cloutier on 23 June 2007 (8020 Publishing)

It's 8020 Publishing's 1 year birthday! When we started in June of 2006, we knew we had a lot ahead of us, but lot of stuff has happened in just one year:

We have seen the successful launch of JPG, which in just 7 months has reached a paid circulation of 15,000, 75,000 registered members, an average newsstand sell-through of 70% (which is twice the industry average) and 5 million page-views a month. But we are most proud of the incredible work that has come from the community: work we never expected, truly amazing work that is redefining what photography means, and may otherwise never have been published.

We have won the Circulation Innovation of the Year award and a gold award for audience development. This was a great coup for us, since it is recognition from within the industry that we really are revolutionizing publishing.

We are about to launch our second magazine, Everywhere, a travel title aimed at approachable, authentic experiences. We think this is going to be huge, building on the success of JPG and breaking down the barriers to entry in another publishing market.

We've grown: there are now 9 of us, enough for a baseball team and just the right size to make pint nights memorable.

And we have finally, officially launched the 8020 Publishing site. For the last year we have had our heads down working on JPG and Everywhere, but the time came for us to work on a more permanent home. Now we can show off the team, the magazines and talk about what we're up to and where we think the publishing industry is going.

So have a look around, meet the team, and check back soon to see where we go next.


Circulation Innovation of the Year Award

Posted by Paul Cloutier on 7 June 2007 (8020 Publishing)

As web people, we know that when people are passionate about communities, their collective voice brings huge amounts of attention and traffic to those sites. Some people look at this as a tactic, often under the umbrella term called viral marketing, but this is actually just a core part of what happens naturally in a healthy and engaged community.

So it was great to hear that we had won the Best Use of Viral Marketing award from the Circulation Innovation Awards this week. But we were especially pleased to hear that we had also won the overall Circulation Innovation of the Year Award, which recognizes innovation in audience development for magazines. It was a pretty nice surprise for us since we were the small guys up against some of the most established publishing companies in the business.

We think a modern publishing and media company has to embrace its audience and the web as central parts of how magazines get made, and this is a great recognition from within the industry that we really are revolutionizing the publishing industry.

So, thanks again to all of the community, these awards really reflect the work that they have all done in helping make JPG and 8020 Publishing great.


Derek's Departure

Posted by Paul Cloutier on 15 May 2007 (8020 Publishing)

The last few weeks at 8020 Publishing have been difficult for us all.

It became increasingly evident that long-standing, significant differences of opinion regarding the direction of 8020 Publishing were preventing us from moving forward. We really had hoped to resolve these issues with Derek and work together as a team. Despite our best efforts, we couldn’t come to an agreement and parted ways though Derek remains a shareholder in 8020 Publishing.

We recognize Derek’s contributions to JPG Magazine, past and present, and wish him well in his future endeavors.

Update: There have been a lot of questions from the community today about us rewriting history and we think it is important to say that we have no intention of rewriting the history of JPG Magazine. When 8020 was created we felt a photography magazine was a perfect first title to start with. JPG Magazine existed before and was absolutely the inspiration for the new JPG magazine. Derek and the contributors behind the early issues are a critical part of who we are and the heritage of JPG magazine is not something to be erased or forgotten. The JPG magazine that Derek and Heather created will always be an inspiration to us and we are committed to the principles that they set out.


JPG Magazine 2.0 is Live!

Posted by Derek Powazek on 18 September 2006 (8020 Publishing)

JPG MagazineExactly two years ago today, JPG Magazine began with a simple mission to honor the amazing work coming out of the online photographic community. Today JPG has been reborn as 8020's first publication.

JPG is a community-first publication. That means the magazine is created by the community itself. An innovative website puts the audience in charge - readers turn into writers, viewers into creators. The community then helps select the best stuff. The result is a magazine that is always on the forefront of the newest trends and hottest topics in photography, brought to you by the people on the ground, doing the really cool shit.

But don't take our word for it. Check out the new JPG for yourself!


We Love the Smell of Print in the Morning

Posted by Derek Powazek on 15 August 2006 (8020 Publishing)

When we tell people what we're up to here at 8020, we often get one question: "Magazines?"

Yes, magazines. Actual print read-it-on-the-toilet magazines. Traditional paper arrive-in-your-mailbox magazines. We are going to publish truly awesome magazines.

Here at 8020 HQ, we're web critters. Collectively, we've got over 40 years experience building websites. In the good ol' days, when the web was new, it was fun to imagine a future full of screens and pixels and not a trace of paper to be found.

But something funny happened on the way to the all-digital future. Paper didn't go away. In fact, to those of use who live and breathe the web, paper became more interesting, not less. More exotic, emotional, and real.

Don't get us wrong, we know that the internet changed everything. But it was a mistake to think that just because this funky new medium was good at some things, that it would be good at everything.

Here at 8020, we're embracing each medium for what it's good at. The web is an unparalleled invention that allows far-flung people to find each other, have conversations, and sometimes, when you're very lucky, form communities. But it's ephemeral: Just try to find that cool website from last year, or even that interesting NY Times story from last week. The web self-mulches at an ever-increasing pace.

Print is difficult. It's cumbersome and expensive. Highly impractical. But it's also archival, beautiful, and emotive. Print can be intimate in a way the web never can. Print is part of real life. It's there with you in the cafe, the restaurant, the bathroom. You can lose yourself in a story in print more than you can on a screen.

Most of all, the internet has freed the printed page from having to be about data. Where do you go to find out what the weather is like in New York? It's hard to imagine a time when people would turn to the printed page for such information, but they did. Now, with an internet brimming with data, magazines are free to skip the data and focus on what they do best: communicate, entertain, and inspire.

The internet is not going to make magazines go away - it's going to make them better. And we're here to do our part to help push that along.


Why 8020?

Posted by Derek Powazek on 23 July 2006 (8020 Publishing)

Vilfredo ParetoAfter Paul and I decided to commit to this new publishing venture fulltime, we talked a lot about what to name the company. We both have notebooks full of Simpsons neologisms, clever misspellings, and obscure references. But we finally settled on 8020 Publishing. Why? First, a brief history lesson.

In 1906, philosopher Vilfredo Pareto observed that 20% of the Italian population owned 80% of the property. Almost 40 years later, Joseph Juran generalized the observation as the Pareto Principle: 80% of a result is caused by 20% of the cases. Juran went on to become a management guru in the 50s and his Pareto Principle became better known as the 80/20 Rule.

The ratio crops up all over: from economics to art to sociology. In business the 80/20 Rule is typically interpreted to mean: Figure out the 20% of your workforce that does all the "real work" and treat them like kings. The other 80%? Pink slips galore! Of course, that's not what we mean here at 8020 Publishing.

We chose to name our company after this magic ratio because we wanted to embrace the way communities form online. In our experience, to maintain a healthy online community, you need to maintain another 80/20 split: 80% readers (the silent majority in any community, sometimes called lurkers), and 20% writers (the vocal minority, the people who power the conversation).

That's not to say that the 80% aren't important - they are. Without them, there'd never be those 20% of writers. It's the balance that's important. Everyone gets to be treated like kings.

Smart people may quibble about the numbers. Bradley Horowitz of Yahoo has a great post about the ratio he's observed: 1/10/100. In his ratio, 1% create, 10% synthesize, and the rest just consume. We hope to do better, but the basic gist is the same: Don't fall victim to the feel-good (but impossible) idea of 100% participation. Instead, make sure that everyone knows they can participate, embrace the natural patterns that appear, and remember that it's the whole of the community, in all its diversity, that needs to be healthy.

We look forward to putting these theories (and many more) to the test.