Complex revives print magazine
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Complex Magazine Premium Goods party on Dec. 9, 2009 in Hollywood, Calif. Photo: Matthew Simmons/WireImage
Complex, the media brand covering pop culture like streetwear and music, will relaunch its flagship magazine this week and release quarterly editions, editor-in-chief Aria Hughes tells Axios.
Why it matters: The investment is part of a broader print revival among publishers as they tap into nostalgia and utilize physical products as marketing tools.
Zoom in: Complex is launching the magazine this week at Art Basel in Miami. Starting Dec. 9, the product will be available at some newsstands and stores in New York and Los Angeles and on Complex Shop, its recently launched e-commerce site, for $30.
- Hughes says it's not a "typical magazine." The product is spiral-bound with dual-sided flip covers featuring Billie Eilish and Eminem. The edition will also include all of Complex's 2024 digital covers, including James Blake, Lil Yachty and Camila Cabello.
- "We just wanted it to feel like a collector's item, which is obviously something that our consumer is used to," Hughes says. "They're used to shopping from hype drops, and they're used to collecting sneakers. They're used to collecting cards, all types of things."
- The first edition is 168 pages and has one advertiser, Eilish's fragrance.
Between the lines: Complex plans to attract more advertisers to the magazine in future editions.
- "I feel like brands will want to be aligned with the product, not only because of the paper stock but the size of the magazine," Hughes says.
- The magazine also aligns with Complex's broader goal to integrate commerce and content. One section is dedicated to products on Complex Shop with QR codes.
Zoom out: Complex ended its print edition in 2016 and is now among a slew of publishers returning to print.
- Nylon released its first print magazine since 2017 back in April, timed with the Coachella music festival.
- Music outlet Spin published its first magazine since 2012 this year.
- Us Weekly, the Hollywood and celebrity magazine, expanded the frequency and size of its magazines.
What's next: Hughes says Complex's goal is for the magazine to be part of a wider subscription offering and plans to lean more into fan culture.
- Complex and Eilish are hosting a merch pop-up on Fairfax Ave. in Los Angeles from Dec. 20 to Dec. 22.
- Complex plans to release the next edition in March.
The bottom line: "It's something that we don't even expect the person to buy it might actually read it," Hughes says. "Of course, I want them to read ... but we want it to be like cultural currency that you want on your coffee table."
