Flow Magazine's Irene Smit on her 'paper, not print' philosophy

In this episode, Peter Houston interviews Irene Smit, the co-founder of Flow Magazine. As you’ll see from this episode’s title Irene’s founding philosophy for the mag was that of paper over print. What’s the distinction? Well, for Irene print is effectively a vector for information – it’s commodity news, or glossy lifestyle features, or whathaveyou. It is 99% of what’s on newsstands. By contrast paper is an experience, and she tells Peter about what drove her to mix and match types of paper within the same magazine. She also tells us about how the magazine changed hands between publishing companies, what that taught her about the pros and cons of being an indie title supported by a larger operation, and how the magazine came out of the other side of those transitions stronger for it. Irene will be speaking at Magazine Street in a few weeks time on 3rd October. If you want to be there, use the code MV75 for £75 off tickets, which you can book at internationalmagazinecentre.com. Read the write-up of this interview over on voices.media or by signing up to our weekly newsletter.