/Case 006
Tate Editorial
2024
Cultural
Editorial
A magazine,
properly, three issues in.
Tate's quarterly editorial moved from PDF afterthought to a printed object members ask after by name.
We've published a magazine for forty years. This is the first one our curators read cover to cover.— Imogen Roth, Head of Publishing, Tate
/ 01 · Brief
A members' magazine that nobody finished.
Tate Editorial had drifted into a curated PDF — distributed by email, opened once, closed forever.
The brief was unfashionable: make a printed object that justifies its postage.
/Case 0062024
[ Issue 02 — spread 24–25 ]
/ 02 · Approach
We hired one editor and one printer.
The studio worked with a single former Frieze editor for the duration. We chose a Welsh printer, an uncoated stock, and a 96-page extent we held to even when the curator wanted more.
Each issue is built around one question, not one exhibition.
/Case 0062024
▦
[ Subscription card — direct mail ]
/ 03 · Outcome
Members ask after issue four by name.
Member retention lifted 11 points in the year. The first three issues all reprinted.
More importantly: the curatorial team now writes for it. We didn't ask them to.
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