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Lessons in Scaling The Regeneration Magazine

Lessons in Scaling The Regeneration Magazine

A year ago

 These last few months have taught me a lot about scheduling, timelines, and teamwork.

In the past, I was able to produce and curate the content for The Regeneration Magazine relatively quickly. (Grant it, Issues No. 1 and 2 were 100 pages shorter than Issue No. 3.) Nonetheless, our fantastic editor, Ashley, would turn around edits for the entire magazine in just a week, and then I would put it all together in Indesign in another week two.

With fewer interviews and articles, I could transcribe, trim, and fact-check each piece in a snap. This time around — thanks mainly to our guest editor, the incredible Mr. Patrick Duffy — we had more content to process than ever before. But we also wanted to try and tell the full story of what was happening in the fashion industry in a way that no one ever had.

Previous editions of the magazine were more fluid, with a general overarching theme, but there were no sections, nor did I seek much input from my team on the significance or statistical relevance of each piece. So, after having a final draft of Issue No. 3 in front of my editing team, Davis, my editor-at-large and me, sat me down and said that we needed to tell a better story. We required context, more so than we ever had to before.

Or maybe we never noticed that we needed so much context to make previous issues stronger, and now that we could see that, we could produce something that communicated the full story.

And so we delayed the printing until we could get both the issue appropriately designed and raise a responsible level of funds from advertisers so that we could go to print without going into the red. We were shooting for an April 1st launch, but we ended up with a May 1st one. The delay was a nuisance to our subscribers (and rightfully so), but it allowed us to produce a much better magazine.

We painted a full picture of what is going on in the fashion industry, how it's changing, and what it could potentially be. Furthermore, we gave each section a research-based introduction so that we could provide the reader our rationale for including each one of these pieces in that section.

Which brings me to the final hurdle – printing. Somehow, we managed to squeeze both the shipment of the magazines and the launch party into one weekend. But when the magazines arrived, as beautiful as they looked, felt, and smelled, there was a slight hiccup: Two of the pages were missing.

And it wasn't just any page, it was the advertisement for both the Global Fashion Exchange, our guest editing team, and our new agency, The Regeneration Co. which we launched alongside this issue. And there were other printing mishaps, like the page alignments being slightly off-center, too.

We were left with three choices — glue in the missing pages, pulp or donate the already-printed copies, or find another way.

So I called Greg Barber, my printer who runs the company Eco-Friendly Printing. Greg has been incredibly helpful in the process of launching my publishing platform. From the project's inception, he believed in what we were trying to do with The Regeneration and he even put his own money and resources behind printing each issue.

Not wanting to waste thousands of pages of paper and do a reprint, we decided to leave the page out and discount the cover price because of the error(s).

For a small company like ours, that's a lot because every dollar counts as we scale – so we're grateful to Greg for helping us navigate this tricky situation.

So, here's for anyone curious to learn more about Global Fashion Exchange or The Regeneration Co.

The Regeneration Co. works with small businesses and large corporations alike, providing innovative marketing and sustainability solutions that look great and protect your triple bottom line.

Global Fashion Exchange (GFX) makes an impact through innovative clothing swap events, curated talks and cultural activations around the world.


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