I have ended up with an idea for Huck — Approach the membership as Monocle did. Be somehow the anti-monocle regarding audience while following the path Tyler Brulé built.
The audience will be people with an interest in undocumented grounds. Pioneers, early adopters, true influencers and people who deeply understand where the mainstream come from.
3 reasons people will pay for content
Either you provide information for people work and information that helps them to make money from it > you can chase the corporate credit card
Either you are people main source of information > you can chase both, corporate and personal credit card
Or you write on something that speaks to people emotion, mind and/or passion. You provide something incredibly specific they can’t find elsewhere for free > you can chase mostly the personal credit card.
I think Huck, do and will provide something incredibly specific to people so you can easily chase the 3rd option (and somehow the 2 first).
The business model?
The print has to remain key, maybe even become a monthly thing — But both channels have to fuel each other.
I would imagine something like Monocle. Print subscribers have access to everything exclusive to members — Meeting + Events (with a partner like those the agency have)+ Print mag + Digital archives + Merch & Print send to them directly for free?
But most thing digital will be free and financed by a partnership with brands — Then you can have content in most digital form — podcast, radio, video, merch, playlist, Guide (travel in underground scenes, clothes, music, movies, skate pieces of stuff etc).
I don’t go for hard paywall because this audience is too diverse + might be easier to work with brands without too much impact on the editorial?
Then Hit product and terrific marketing
Hit product: Fringes from everywhere, unite! Media of Undocumented ground, emerging trends, artist etc… Be there before everyone else.
I think the key here will be to produce far, far more content. Document ground in everything- Movies, societies, politics, culture, travel, economics but also ground everywhere.
Archives of the print magazine?
Merch & print — As you are chasing true underground, this one can be a hit. Like, imagine Huck would have worked with Virgil Abloh or Verdy before the blast.
A podcast? Multiple podcasts? Radio for the fringes?
Live discussions and virtual conf with members?
Ask me anything (AMA) session on a particular subject / with a particular contributor or invitee?
New branding (Layouts, Typo etc.) if you are not comfortable with the current layout, we can provide another one (this is part of the service we offer).
How would you like to finance the membership & new paradigm? Crowdfunding or market directly? Both have advantage and inconvenient
A terrific PR to make sure your potential audience to hear about it is always a good move (we are building a list of journalist that you may use).
Well done correctly, a marketing campaign on social network can be effective
Your team creativity is key
Once again, our job is simple: make sure you don’t have to worry anymore about the tech.