In November we at Publicis Pro were proud to launch the first edition of our new publication, Untrended. And when we say magazine, we don’t mean one of those digital magazines where you turn the pages with your cursor. We mean an actual publication, in print, as a newspaper tabloid.
Untrended is the collected thoughts, opinion, hot takes and cool insights from across our business. Every article takes on a topic to do with the business world or marketing, with the brief to be interesting, insightful and entertaining. To do that, we’ve taken our cues from zines and counter culture publications, rather than The Economist and Marketing Week (admittedly both fine mags, but not quite our speed).
So far, feedback on the mag has been great. And a few people have managed to complete the B2B cross word. But we thought we’d answer the one question we have had:
Put simply because we think the kind of rough edged, enthusiastic honesty we prioritise in Untrended is missing in B2B. When we rebranded as Publicis Pro one of the cornerstones was that we wanted less of the ‘it’s only B2B’ nonsense the sector is still prone to. Although, in some cases that has become ‘B2B is just as exciting as B2C’ which is more or less as bad as saying ‘it’s only B2B.’
That all meant showing up a bit differently, putting ourselves out there properly, and demonstrating our excitement and interest in the business world in a demonstrative way. And there’s no better way to do that than in print.
Which brings me to the second reason for creating an actual publication.
In a media environment so full of endless, repeating, 24/7, always on because there’s no off switch content, it’s hard to create anything with true meaning. Print is different – even the most ardent tech heads like us believe that.
When you write something and publish it in print there’s extra level of care and kudos attached to it. Not only does it become less throwaway, you also can’t edit it after the fact. It’s like that forever, typos and all (although, we hope there are none in Untrended).
A few of us at Publicis Pro are print heads. No surprise given the agency’s PR origin story, and staffers who have published books, written for magazines and own more New Yorker, LRB and Daunt Books tote bags than anyone reasonably needs. So it’s a proper moment of pride to get this edition out the door. And we hope it’ll be the first of many.
If you want to read all about it, fill in the form below and we’ll get a copy of Untrended out to you today.
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