Between Geniuses and Idiots: Inside a New Independent Magazine

There is a thin line between investigative journalism and absolute absurdity. This is the exact space where a new editorial project is born—a magazine designed to offer a "home" to those who want to find a different way to explore their alternative ambitions.

We sat down with the founder, Joanne, to hear the story of how a file on a laptop becomes a physical magazine, and why, sometimes, the only way to finish a project is... to throw a party.

EP: Where did the inspiration for this magazine come from, and what vision are you trying to convey?

JVDV: The idea grew from wanting to support friends who wanted to find a space to express their abilities besides their occupation. I wanted a place where these ambitions were taken seriously, with a real review and publishing process. However, the main inspiration is the duality of people: we are all capable of saying the most idiotic thing and the most genius thing in the same breath. The magazine reflects this: you’ll find a serious investigation right next to something absolutely ridiculous. It’s a reflection of who we are as people and as consumers.

EP: Moving from digital to print comes with many challenges. How did you handle the production process, especially the financial side?

JVDV: Right now, the project is mostly funded by me and supported by donations. It’s an experiment to see how much value people actually place on something like this. If it becomes more regular, we might move toward a subscription model. Being a perfectionist, I spent a lot of time obsessing over margins, paper types, and printing techniques. I chose a printing company that gave me great feedback, though you always have to make compromises—for example, color is beautiful but very expensive, so you have to weigh every choice to keep the project sustainable.

EP: Managing many collaborators with different ideas can be stimulating but difficult. How do you choose who to work with?

JVDV: I’ve learned there’s a big difference between people who get excited and those who actually deliver. Some people disappear, while others send you incredible material without you even asking—those are the people who truly build the project. Regarding content, I initially gave everyone free rein, but I realized people work better with some guidelines. For the next issue, we’ll have a set theme: "The Other Perspective", which everyone can interpret in their own way. Guidelines actually help focus creativity.

EP: What sets your magazine apart from the contemporary editorial scene?

JVDV: Many independent magazines, especially here in Amsterdam, are extremely academic, scholarly, and serious. I love that world, but I think it lacks a light touch. We want to be serious about important global issues, but without forgetting that we are also capable of being "stupid." We don’t want to be just one thing; we want to be inclusive and allow anyone to express themselves through collaboration between photographers, writers, and creators.

EP: What is the best advice you would give to someone starting a small magazine today?

JVDV: Book the release party immediately! That was the biggest thing for me. If you set a date at a wine bar, you create a point of no return. Suddenly, the deadlines make sense: you have to send it to print two weeks in advance, set everything up, and finalize the files. Without an official date, you’ll just keep pushing it forward trying to make it perfect. Take the first jump, and the rest will follow.

It was truly fascinating to dive into the creative process behind this project and explore how a simple idea can evolve into a community of creators. This conversation highlighted the beautiful balance between high-level ambition and the "light touch" needed to make art accessible.

We are excited to follow the journey of this magazine as it continues to challenge editorial norms. There is still much more to discover about this project and the incredible people making it happen.