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Placing an ad in the right magazine can help a brand reach a target more surgically. And for youth-driven brands, talking to the most influential consumer can be a successful strategy in creating buzz around a product or idea. But as more brands subscribe to this theory of adoption and diffusion, the conversation becomes too crowded - even generic. How relevant is it to be in Tokion or Paper anymore? The new breed of free consumer magazines might be a way to re-ignite a more personal dialogue.

The value of discovery and exclusivity in limited distributions, along with the unparalleled value of "free", creates additional meaning for this discriminating audience. You can either subscribe or find them for free (or as Frank151 claims, 'they'll find you') in specialty retail locations, skate and snowboarding shops, record stores and lifestyle boutiques. Free magazines are also geo-targeted in select cities in the U.S. and internationally.

Free magazines can break the rules in content and format.

Vice magazine can be described as unhinged, yet irresistible writing in the context of skateboard sensibility and humor. The current issue, for example, is dubbed "Hate." They have 5% more advertising than Spin, which supports both the high-quality publication and Vice's current efforts into film and television. Advertisers include brands like Adidas, Puma and American Apparel.
go to Vice

Frank151, published quarterly out of NYC, highlights street talent from designers to emcees. Special books focus on specific topics within a small journal format. Book 18 features the new south and Atlanta's contribution to hip hop. Artist, Bubba Sparxxx, wrote the foreword. Similar to the Vice portfolio, advertisers include Vans, Virgin and Scion.
go to Frank151

Unframed: The New Geography is a collaborative effort between S.F. urban gallery and retail store, Upper Playground, and design group, Hybrid. The idea is to dramatically feature emerging artists by giving them each 10 pages to show their stuff. Currently supported by the community more than paid advertisers, the club is small and not many brands are invited to play. Here, they decide on the community in an effort to keep the focus on the artists and the appropriate company they keep. Advertisers include Bail, The Giant Peach, M2 and Recon.
go to Unframed