One Step Ahead
In times like these it may appear irrational to launch a new magazine. We believe that precisely now a reorientation is what is needed, a repositioning that we and our contents would like to be exemplarily of. In the context of constant social change, we argue the case for adopting unusual ways of thinking and acting, for uniting visionary thought with economic viability and sustainability in order to forge new paths of economic activity and living. A Guide Magazine goes on a search for such pioneers in economy and society, beyond current lifestyle trends. Because a return to quality and creativity as the driving force of innovation can help us find our way out of the current economic and value crisis. Our examination centres on historical as well as on present day success stories of creative minds and companies that have evolved over generations. The common denominator is the combination of tradition and innovation, of passed-on knowledge and contemporary interpretation. It is certainly no coincidence that most of the examples are fuelled by an entrepreneurial spirit or the structure of family businesses, which we are striking a blow for.
The title A Guide Magazine stands for the combination of a guide and a magazine in the form of a magazine-in-a-magazine concept. Every issue contains a removable city guide, exploring the top spots of a city or region. With this concept – and in a conscious attempt to compare with the examples we portray, we too want to break new ground and offer a new product. Above all this intention manifests in the form of presentation: from photo spreads to graphic design, we´re proposing a novel approach to designing magazines. Instead of pursuing superficial trends, we explore hidden qualities.
The first two issues are dedicated to Vienna. Together with experts, we went on a search for the city´s Top 50 Creative Spots. The main part of the first issue is dedicated to the phenomenon “craft”. Products made by hand, knowledge and skills passed on from generation to generation. Qualities that put you one decisive step ahead.
Albert Handler, Doris Rothauer, Ulrike Tschabitzer-Handler