Magnus Berger On The Last Magazine & WSJ
Style File: The Next Magazine: Magnus Berger On His Appointment At WSJ.
Weren’t magazines supposed to be on the way out?
Our first issue of The Last Magazine came out in 2008. The name was a bit of a joke, but I honestly thought it might actually be the last one. It’s not always a huge commercial vehicle. It’s a platform for us, with a lot of freedom, and hopefully one that also attracts people for commercial projects. Rather than go and chase clients, we say: “This is who we are, come to us and we can work together.”
As to his appointment to WSJ:
What kind of people do you think you’ll be bringing in?
Obviously I can’t give you any names, but I think if Last is all about the younger and the new, I want to sort of take the top end of that slice and extend it upward. Tenzin and I had a huge conversation about this. We’re established now, and the most natural thing is obviously to just go with it and evolve as they evolve. And then 30 years later Last Magazine is the same generation as when we started. I think that’s more natural than trying to be 25 years old when you’re 65. That might work for some people, but it’s not the way to go for us.