description of the Fitness weight-loss plan and a special code that allows consumers to access the magazine online free of charge.
The deal also features an easy-to-
use diet and weight-loss plan, largely created by Fitness, alongside a series of online videos following three friends on their personal weight-loss journeys.
Looking to surprise their readers, the
editors of RubberDuckMagazine, a UK car magazine touted as “quirky”, “slightly mad”, and “intelligent” by BMW, switched from a magazine format to a poster for some editions of one issue. Creating a limited run of 500 copies, RubberDuck published its content on a double-sided A1 poster.
Each copy was hand-numbered and
folded, with an “exclusive full-colour illustration on the reverse [featuring] an exciting (invisible) smartphone trigger that plays our very own rap video,” reported the magazine. Not satisfied with a format change, RubberDuck also enfolded a seven-inch vinyl record in the poster. A rap version of each issue was also made
74 If content delivered via rap and posters
aren’t your thing, how about toilet paper? In 2012 Ringier, the Swiss publishing house, released its 2011 annual report on a roll of toilet paper. Italian artist Maurizio Cattelan printed the report on six individual pieces of toilet paper, which he then carefully attached to a roll. The roll was encased in silky papers to ensure the report resembled a standard toilet roll from the outside. Why toilet paper? Cattelan’s own art magazine is named Toilet Paper and is notorious for its satirical, offbeat sense of humor (including the coke-sniffing chipmunk on the cover above). Also, Ringier wanted to prove a point. “We employ artists to produce the annual reports because it shows that the
“Touching perfect paper has something sensuous
about it” KARL LAGERFELD
available, courtesy of the talents of Ash 1 and Trademark Blud, of the Afro Kings.