Startups choose paper magazines as communication channel

[Courtesy of Bucketplace]

Once perceived as outdated media, paper magazines are gaining attention as new communication channels in the startup industry. Various South Korean startups, including Bucketplace Co. and Blank Corp., are publishing their own magazines to engage loyal customers.

According to the startup industry on Monday, Bucketplace, which operates home design and lifestyle platform OHouse in Korea, recently released its third paper magazine, OHouse Magazine.

The 250-page booklet contains content curated by members of OHouse creator community. OHouse users are the creators, generating content including text and photos, and OHouse is the publisher that compiles it all into a magazine.

“The interest in traditional communication methods such as magazines arose from the customers demand for good content,” a Bucketplace official said. “While platforms such as YouTube offer entertainment, it is difficult to find content that is tailored to specific interests.”

The official added that by providing “in-depth information tailored to individual tastes, magazines fulfill customer needs.”

[Graphics by Song Ji-yoon and Lee Eun-joo]

Blank Corp., known for its hit products including Puresome shower head, also publishes its offline magazine TOOLS.

Exploring “what tools are,” the publication highlights everyday essentials, starting with soap in 2022, followed by chopsticks the year after, and a mirror-themed TOOLS No. 3 in April 2024. Issued in limited editions of 200 to 300 copies, it also aims to provide the joy of collecting.

“Despite our strength in video content, we chose paper magazines to brand ourselves via content that is consumed slowly and memorable,” a company official said. “We wanted to help customers think more deeply and actively with our TOOLS content.”

Woowa Brothers Corp., the company behind delivery platform Baedal Minjok, has also published several offline magazines.

Magazine F, founded in March 2018, is a bi-monthly food documentary, focuses on various ingredients and shares stories about cooking and enjoying food. The company has released a total of 29 issues, including a wine edition in February 2024. It also publishes an informational magazine for self-employed individuals in the food service industry.