Visi magazine’s editor-in-chief Sumien Brink explains how New Media’s bi-monthly décor, design and architecture-first magazine has proven its endurance and longevity over the past 20 years through strong design principles that translate into the keepsake luxury of a print magazine, balanced by the ‘newsy immediacy’ of its online platforms.
Various Visi covers.
Not only will Visi reveal its 100th issue in February 2019, it has also just picked up the international A’Design Award for Best Design Media in leading design publications.
This specific recognition is made even more special as it’s granted by former laureates of the award, and thus bestowed on a title just once.
I chatted to Brink, also a judge at the recent 100% Design Awards and adjudicator for the 2018 Corobrik SAIA Architectural Awards, about the impact of this iconic design award, as well as the magazine’s staying power with readers. Despite the downward trend in consumer titles, the Q2 2018 ABC figures show Visi’s total circulation increased by 10% quarter-on-quarter and an unprecedented 15% year-on-year…
It means the world to us! First and foremost, it’s a team effort and not only the work of one individual.
Over the years, Visi has received some amazing accolades from all over the world, but what makes this award so special is the fact that we didn’t enter, but were nominated by designers and creatives from around the globe.
Visi has always been about beautiful images supported by great writing and excellent design. We have incredibly high production values, and we will go all the way to capture something spectacular.
While we do look to the world for inspiration, our focus is on Africa. We’re fortunate that people want to know about African design more than ever, and that we’re in the perfect position to inform the world.
There have been too many highlights over the past 20 years to mention! It’s amazing to know that every issue of Visi is a collector’s edition for so many people, but with our 100th we’re raising the bar even higher.
This landmark issue, which coincides with our highly-anticipated annual design issue, will be on sale at the beginning of February 2019. Without giving away too much: In addition to a bumper volume, there will be 100 limited editions filled with exclusive surprises. This is one not to be missed!
Over the years, the title has seen a number of art directors and a few different editors and each one has put his or her stamp on it, but to this day there is still a Visi look that one can easily identify: Beautiful first, of course, but also unexpected and a little bit crazy!
The criteria is that something must take you out of your comfort zone a little bit… Or otherwise drive you right back into it. Either way, it’s the two extremes that make Visi emotive and unforgettable.
While we are aware that there are overlaps, these are also two different audiences, and we cater for them both. In fact, we have the best of both worlds: Online, we can report on something newsy immediately and we can offer the exclusive, keepsake luxury of appearing in a print magazine.
It’s a different experience to lean-back and luxuriate in our print product verses the instant gratification of the digital dive, and we make sure that when you land on the Visi site or Instagram feed, there’s engaging daily content that’s as beautiful as you see in print and that provides you with your design fix.
Despite the challenging global and local economy, Visi has remained uncompromising on delivering a world-class print product. By consistently delivering on our architecture, decor and design pillars, and our promise of being ‘SA’s most beautiful magazine’, we remain relevant to those in the industry and those simply looking for escapism and inspiration.
In the rather crazy world we live in, beautifully designed things matter even more and people are looking for something to hold on to, literally and figuratively.
We’re pleased to say for a growing number, they’re holding on to Visi magazine!
It’s clear to see why design-lovers are holding on tight to Visi. Click through to the New Media press office for more, and follow New Media, Visi magazine and Brink on Twitter and Visi on Instagram for all the latest, beautifully crafted updates.