BLANK SPACE: Bullett, a nearly three-year-old fashion and art quarterly that counted actress Lake Bell and rapper Riff Raff as recent contributors, won’t publish a fall issue this year and may eventually pull away from a print edition altogether.
Jack Becht, one of the owning partners, said the company, Bullett Media, will use the production funds that would have gone into the fall issue to invest in other parts of their business, like a monthly digital magazine and a creative agency.
This story first appeared in the August 14, 2013 issue of WWD. Subscribe Today.
Becht attributed the decision to kill the next print issue to the financial pressures of running upstart, boutique magazines.
“It’s expensive, man,” Becht said Tuesday. “We can pour that money into some of our other platforms.”
Bullett surfaced in 2010 and made a name for itself by convincing well-known personalities to pose for its covers or contribute in some capacity. For the most recent issue, which has Jeff Bridges on one of its covers, Bell wrote an exclusive script and Riff Raff answered an advice column. Past contributors included comedian Aziz Ansari and writer and actress Carrie Fisher. Bullett was just beginning to attract critical attention.
In April, its Web site was nominated for design at the National Magazine Awards, which it lost to Time.
Becht downplayed the importance of the print magazine to his company. “It never really sat at the heart of our business,” he said.
While he emphasized he and his partners, who include editor in chief Idil Tabanca, have not made definitive plans on the future of the print edition, he said they wanted to explore the other facets of their company that have more momentum.
In September, Bullett introduced a paid digital edition produced once a month and, shortly after, launched a creative agency and an e-commerce platform, Becht said. Clients of the agency, which specializes in ads for tablets, include Diesel and Converse.
“We wanted to take a pause away from the print edition,” he said. “We might do a winter issue. We’re not sure yet. It might become a biannual. We just wanted to take a break. We know we’re good at print. That’s not a worry. What we’re doing instead is we want to focus on some opportunities we haven’t focused on yet.”
After an interview, Becht sent a statement to clarify his remarks. He said this fall “will mark the maturation of Bullett as a trans-media company,” with more resources devoted to the site and its other platforms.
Even if the print magazine does return to a quarterly frequency, some of the staffers will not. In March, its fashion director, Melissa Rubini, was named style director at InStyle.