“There’s something different about holding something in your hand and looking at it to actually create that experience that we want to create.” Ray Seeback, Founder and Editor

They say Gen Z is the digital generation, and print is their parents and grandparents’ medium.  However, one twenty something young man from Chicago begs to differ from that adage. He is the founder and editor of  the print “Magazine TM” which he launched last year. 

The oversized, accordion bound magazine, is a beauty to view and a delight to flip through its pages. Ray wants the magazine to be an experience for artists and the audience. An experience it is. It is a very pleasant experience that ends with a series of pages that looks like a wall mural.

To say Ray is passionate about print, would be an understatement, but he is also very digitally oriented.  He uses online for his research and searches for anything and everything beautiful. He hopes to invest in that passion to create a profitable magazine that will hopefully make a living for him and those who work with him.

So please enjoy my conversation with a print fanatic, Ray Seebeck, founder and editor of “Magazine TM,” but first the soundbites:

On the role of print in a digital age: “For me the end solution is print. Part of what I’m trying to do is make that finished product.”

On the binding method for Magazine TM: “I wanted to do something that was memorable, that was unique for the first issue. We settled at the accordion bound method.”

On the magazine audience: “Right now, it’s mostly people in the art community is who I want to reach.”

On his vision of the magazine: “It’s more an experience of actually viewing art through how it’s designed.”

On his goal for the magazine: “I’m trying to make a model where it’s positive for the artists. It’s building community for the artists.”

On his aim to help artists: “It’s really important for the artists to have their work published. It’s huge. And then just to be doing something that I love is hopefully showing people and inspiring them in a small way.”

On the TM in Magazine: “The answer is no. It’s a play on letters… it’s not actually a trademark, but what it means is TM stands for The Magazine. So it’s basically Magazine, The Magazine is what it stands for.  And TM is like abbreviation.”

On what keeps him up at night: “It’s just the idea of the keeping the magazine running. That’s a big one.”

And now for the lightly edited conversation with Ray Seebeck, the founder and editor of Magazine TM:

Samir Husni: My first question to you is, you’re a young man in his 20s, and you launched and produced a print magazine unlike any other print magazine that I’ve seen in a long time. What’s your fascination with print?

Ray Seebeck: It probably started when I was a young kid. I did collect some magazines. I collected National Geographic, and we had Life Magazine running around the house, and Sports Illustrated.

I was a big Sports Illustrated fan, but I really got into print as an art form in college at the School of the Art Institute of Chicago. I had some really great experiences there where I learned from teachers screen printing, lithography, and letterpress as well. So I really just developed. It was a great opportunity where I was able to chart my own education, and so I studied in the print media department at SAIC, where you were able to take the classes you want to take, and I was able to take a lot of classes related to printmaking and try to develop a lot of skills in that field.

Samir Husni: People will tell you we live in a digital age. What makes print so attractive to you? You’re so passionate about print, you produced a magazine called Magazine. What’s in you that makes you feel print is essential today as it was yesterday?

Ray Seebeck: It’s kind of a tough question to answer, but I feel print is just the answer, it’s the solution.

There’s no other solution for me. There’s no other possible route, like the end product. For me the end solution is print. Part of what I’m trying to do is make that finished product. There’s something different about holding something in your hand and looking at it to actually create that experience that we want to create. So printing is sort of a solution for that.

Samir Husni: Why did you choose this format for magazine? It opens up like an accordion and it becomes like a mural.

Ray Seebeck: I worked with, I worked with a few people to make it.

We had five meetings as we were preparing to make the magazine and as I was gathering submissions. And so one friend from New York, one of my classmates from college, and a friend’s friend from college. We had a few Zoom meetings.

My friend Christian, who’s a designer, the print designer, who works with me to design print, put together this like Pinterest board with different print and different binding ideas. We talked through what were the design details we wanted to have for the magazine. We discussed different binding formats.

We all kind of came to a decision together. I wanted to do something that was memorable, that was unique for the first issue. We settled at the accordion bound method. That opened up so many possibilities for the actual design of it, which was really exciting.

Then one of the people who I was working with asked what size we wanted to make it and we decided large format would also be very memorable. We went by the 11X17 size. Those are the two key elements as we decided accordion bound and large format.

Christian and I  had some book binding skills from our college days, so we were able to figure out how to do that.

I definitely want to turn it into a business and hopefully make a living off it and help other people make a living off it.

Samir Husni: Who’s your audience? Who do you want to reach with this magazine?

Ray Seebeck: Right now, it’s mostly people in the art community is who I want to reach.

I would love to reach art collectors. It is an audience I want to grow to. Anyone who’s like interested in art and artists. So I’m hoping to expand the audience. But right now it’s mostly people in our community.

Samir Husni: Give me the elevator pitch the magazine?

Ray Seebeck: I would say there’s a few things that are really important: I’m really trying to create a different kind of publication, something that’s different than what most people have seen before. A magazine that’s more an art experience. It’s a simple magazine. It’s more an experience of actually viewing art through how it’s designed. That’s one huge aspect is trying to do something really creative.

The second aspect is that I’m trying to create a better experience for the artists. So there are a few art magazines they make artists pay them to get involved in their magazine. I’m trying to make a model where it’s positive for the artists. It’s building community for the artists. And it’s something that artists want to be a part of and they can themselves grow through being involved in it. So those are the two key probably aspects, I would say.

Samir Husni: Is the magazine a mirror reflection of you? Are you the magazine?

Ray Seebeck: I would say yes and no. I put so much of myself into it. So in one way, it’s a lot of the artists in the magazine are artists, that I’ve had the pleasure of experiencing at art shows or events. I’m kind of reinterpreting the art that I’ve taken in through the magazine. So in that way, it’s sort of a reflection of me. And then also, I would say, being it’s not meant to be super loud. It’s not meant to be super loud and showy.

It’s meant to be reserved. Once you start looking at it, it’s kind of an amazing experience. In that way, it’s maybe a reflection of my personality maybe kind of a reach. I definitely put a lot of myself into it. But at the same time, I feel like it is something totally different. Just like an end product of a lot of hours of work.

Samir Husni: It sounds like you have a love affair with this publication. Do you ever or would you consider it to be also a business? Is your dream to make money from this or just to do a magazine and say, hey, I have a magazine?

Ray Seebeck: No, I definitely want to turn it into a business and hopefully make a living off it and help other people make a living off it.

That’s the dream. So I’m trying to take small steps every month to achieve that. So in terms of  producing the magazine, I have to figure out how much each issue costs and how much I’m selling each issue.

And then packaging and mailing is a huge thing I’m working on trying to reduce the cost of. Then just trying to create more revenue by expanding to new areas such as a podcast I started, which is basically just interviews for the next issue of the magazine.

I’m trying to create new ways to maybe make money off it. I have some like possible goals for the future. But right now it’s a passion project.

So I work on it whenever I can. A lot of times late nights and things like that. But my dream is to definitely turn into business.

I will turn on the TV basically every night. I watch a lot of different television shows.

Samir Husni: Good luck on that.

Ray Seebeck: Thank you.

Samir Husni: What are you looking for to work in print?

Ray Seebeck: I’m really looking to just to keep the magazine going. That’s the main goal.

So if I can keep it afloat, and not losing money on it. At the end of the day, if I’m what’s most important to me, is to put something out into the world and to have it mean something to people. That’s a big part of it.

It’s really important for the artists to have their work published. It’s huge. And then just to be doing something that I love is hopefully showing people and inspiring them in a small way.

Samir Husni: So Because you have limited distribution, how can people get the magazine?

Ray Seebeck: So I did, with the first issue and also will do with the second issue coming out next March, a presale for them, probably the month of February. I’ll have a presale online and that determines how big the edition is going to be for the next issue. Basically print however many copies we sell for the limited edition.

Samir Husni: And your website is?

Ray Seebeck: It’s raysebeck.com backslash magazine dash tm.

Samir Husni: Okay. Were you able to register magazine as a trademark?

Ray Seebeck: That’s a good question. The answer is no. It’s a play on letters.  So it’s slightly misleading, which I understand because it’s not actually a trademark, but what it means is TM stands for The Magazine. So it’s basically Magazine, The Magazine is what it stands for.  And TM is like abbreviation.

Samir Husni: Is there any question that I should ask you that I didn’t ask you? Or anything you would like to add.

Ray Seebeck: I would say I have done a lot of market research, not necessarily a market research, but read research on different publications and podcasts that has really informed me in the evolution of the magazine, the design evolution for especially for this next issue. So I could talk about that a little bit, if you wanted me to.

So have you ever heard of Esopus magazine? It’s no longer published.

There was a show at the Colby College Museum of Art about Esopus magazine. I learned about it because of that show. I actually found a copy at a bookstore in Chicago. That was really cool to see that magazine because they do a lot of similar things in terms of creatively, making creative layouts, interviewing artists, and having different formats in the magazine. That was pretty cool. It’s something to look up to.

But it’s definitely not the perfect model of what I’m trying to do. But it was cool to see. I’ve gained a lot of research by going to libraries and looking through old magazines, or print design inspirations.

I also have gotten a lot of inspiration from different art books, too. I just wanted to share that I’ve done a lot of research of looking through magazines and also art podcasts. I’ve been listening to a lot of art podcasts in the last year or so.

Samir Husni:  Let me ask you my typical last questions. If I come uninvited to visit you one evening at your home or apartment, what do I catch Ray doing? Watching TV, cooking, having a glass of wine?

Ray Seebeck: So to be honest, most nights, what I’m doing is after I’ve done everything I need to do that day, I’m generally pretty busy.

I generally will like take a shower, change into like a comfortable t-shirt and shorts and make dinner. I will turn on the TV basically every night. I watch a lot of different television shows.

Right now I’m watching like the Great British Bake Show. And RuPaul’s Drag Race is a big show that I like.  I watch a lot of TV shows. I’m currently watching Only Murders in the Building.

I like to decompress. I know the  magazine is very print oriented, but I’m also a very digitally oriented person. So I do a lot of online research and look through a lot of photographs all the time. That’s generally what I’m doing at night.

Sometimes I’ll… If I have something to work on for the magazine, I will work on that at night. That’s kind of my exception is that because I love doing it. If I have like if I have a submission from an artist, I will like organize all the content or work on the design layout at night.

Samir Husni: My typical last question is what keeps you up at night these days?

Ray Seebeck: I’m worried about the magazine falling apart. I would say that keeps me up. It’s just the idea of the keeping the magazine running. That’s a big one. There’s a lot of things that goes into that. Making money for the magazine also sometimes will keep me up. And just like diversifying.

Samir Husni:  Thank you and good luck.