When Alan Graham approached us to make a “provocative” digital magazine about homelessness, we jumped at the chance. Very rarely does a client request something outside the ordinary. (Well, they may say they want that, but they very rarely mean it.)
Graham did, however, and he gave us the opportunity to explore homelessness and tell its stories in a visual and narrative way that we think pushes the conversation about homelessness a step further. So we did 12 Basket Magazine. What do you think?
We charged MLF nothing for this magazine. First of all, as a digital magazine it costs us a fraction of what a print magazine would have cost. Second, we don’t intend to get rich from nonprofit client’s funds. It can’t happen.
Really this is an experiment: Can we create a custom publication for a nonprofit that’s so engaging to the nonprofit’s community that they read and interact with the content and advertising. Is that something we can sell to advertisers who want to tap into our readers’ commitment to socially responsible, community-focused businesses?
We’ll see. In the meantime, please let us know what you think.
