The Wall Street Journal is launching a new annual magazine dubbed “The Future of Everything,” which is set to launch next week.
The glossy will be a supplement to the Journal’s Dec. 11 edition, and although the company is calling it a “stand-alone,” Trevor Fellows, head of global media sales, said he already has designs to make it a recurring print product, as well as plans to launch international editions.
“We’ll certainly do another issue next year,” said Fellows, who noted that the 96-page magazine carries 60 percent edit, 40 percent advertising pages.
Like its name suggests, the magazine takes a look at the future of a range of industries from food and travel to sports and technology. It’s a theme that the Journal has begun focusing on in its news report and in its events and conferences, the company said. The variety of topics covered in the glossy has also helped bolster advertising, Fellows said, explaining that the best advertising categories were autos, health, finance and tech.
While the Journal is focusing on social and digital — it is about to launch on Snapchat and has dabbled in virtual reality recently — print is still vital to the brand. “I think that you’re seeing that the notion that print is destined to fail is becoming irrelevant,” said Fellows. “There’s still a significant number of people who want to engage with print.”
Deputy managing editor Mike Miller echoed that sentiment, adding: “Magazines have a future and part of it is on glossy, 19th-century paper.”
Miller noted that the “roots” of “The Future of Everything” derive from a section that the paper developed for last year’s 125th anniversary edition called “Voices of the Future.” For its part, “Future” features stories on Elon Musk’s Hyperloop train, driverless cars, a mixed martial artist fighter Conor McGregor, and a piece by Howie Kahn on how top chefs are beginning to dip into fast food. Stan Parish, a former Departures and Bloomberg Pursuits editor, is the editor in chief of the magazine and April Bell is the design director. The paper brought on Anais Maroon as photography director, as well as photographer Eric Ray Davidson.
All the stories featured in the magazine will be rolled out online. (Some have already begun to pop up). Online stories will include multimedia content, such as video.
But back to the magazine: It was pointed out that writing about the “future” in print not only seemed ironic, but it also begged the question about the future of magazines, to which Miller said: “Magazines will be implanted in our retinas, but it will save a lot on ink. It will also make a huge amount of money for the publisher.”