Faze
Magazine started ten years ago when
Lorraine Yip-Hoi went to the newstands looking for a magazine for
her 13-year old brother. She
was hoping to get him a gift subscription and wanted to find a teen
magazine that was a little exciting, inspiring, empowering, intelligent
but still cool and entertaining. It wasn't to be found. Not even close.
What
she did find were dozens of American publications written more for
preteens based on their writing style, recycling the same diet, makeup,
hair and dating tips over and over. Or dozens of magazines featuring
the same flavour of the month pop star. For the guys, there was less,
a few video game mags, again all American. And all the magazines were
about selling something: video games, CDs, Hollywood, clothes, cosmetics.
The
void was obvious, where was a "real" magazine? "As
a teen, I definitely cared about a lot more than lipstick and pop
idols." says Lorraine, "I was also thinking about travelling,
a future career, the latest cool technology, the environment and so
on. There really was nothing to read though for us. It was sad. And
I wasn't alone."
From
clearly seeing that need for a magazine of substance, Lorraine starting
interviewing teens across the country to decide whether the market
really existed. The support from teens was overwhelming. In general,
Canadian teens were quite cynical about the body of magazines representing
the crasser edge of American consumerism. While there was a time and
place for a little mindless flipping through celebrity photos, the
teens all expressed interest, quite passionate at times, in a magazine
that could bring them the best of all worlds. They wanted a newsmagazine
for teens, covering everything from world news to science to careers
to social issues, and a comfortable dose of pop culture and fashion.
Further
market research and investigation into the business of publishing
took another a couple more years. There was the business of finding
all the various pieces of the puzzle that would lead to a complete
magazine. Graphic designers, printers, photographers, writers, copy
editors, a deal with Disticor, Canada's largest magazine distributor.
Finally, at the end of 1999, the first issue of FAZE was nearing completion.
The learning curve had been steep, and it had been a long climb. Operating
out of her home, feverishly working day and night for months alongside
her partner, Paul, the premiere issue took shape and hit the presses
in early January, 2000.
Having
expended considerable funds financing the magazine themselves in the
prelaunch years, they received enthusiatic financial backing from
a couple key family members to fully fund the company's year 2000
publishing goals. On January 6th, 2000, FAZE Publications Inc. came
into the world.
An
official magazine launch party was set for February 10th at a popular
club in downtown Toronto. Lorraine, Paul and family members prepared
the food, decorations and gave the guests directions to the club.
Rising stars Hope Springs Eternal were being flown in from Calgary
to play two sets at the event. CTV, CBC, MuchMusic, CITY-TV, newspapers
were all booked to come as were the teens from the focus groups, family,
friends and staff. Two hours before the party the previously tame
winter unleashed its biggest storm of the season. It was a classic
irony in the making, the big party, the big storm, is anyone coming
in this weather?...an hour after the doors opened the place was still
empty.
Paul
probably poked his head out twenty times over 90 minutes, looking
for the crowds, brushing the snow off the FAZE Launch Party sign.
The band was due to start the first set, tons of food was spread around
the main room. And then, of course, after keeping the FAZE crew worried
just long enough people started to arrive in droves, and they kept
coming. Soon the place was packed and the band kicked in. And then
all the TV crews arrived at once, as did the newspaper reporters and
cameramen. FAZE launched with a bang and the momentum has not waned
in the months and years since.
To
be continued.................
Note:
Five successful seasons later Faze Magazine is one of Canada's largest
circulation magazines, with the annual Back-to-School Issue hitting
500,000 copies. This puts Faze in a tie for fifth largest circulation
in Canada with the weekly newsmagazine Macleans and the monthly Homemaker's.
It is the largest magazine for youth in the country. 2005 will see
the national launch of the Faze-TV series and Canada's largest teen
consumer show.
