A few weeks ago EMERGE got its grubby mitts onto a copy of GOOD Magazine and we thought it was, erm, good. Actually, we thought it was great and we've spent a lot of time chasing after the magazine's very very busy creators to do this little interview. Luckily, persistence paid off and one of the magazine's founders was gracious enough to answer our queries candidly and with a minimum of typograhical errors for us to correct. Check out the original posting here and read the EMERGE interview with Max Schorr of GOOD Magazine here:

1) Could you talk a bit about your motivation for starting GOOD?

A dual motivation of wanting to succeed in the market and to create something meaningful. I think on some level it is the combination of growing up with some of the benefits of capitalism (supermarkets, freedom, Nike shoes, Nintendo, Major League Baseball, the internet etc.) and living in the information age where it is increasingly hard to ignore global problems (extreme poverty, AIDS, environmental damage etc.). So there is a real impulse to do something, to make a contribution.

At the same time, the idea of a do-gooder had taken on something of a pejorative connotation- as soft, weak, selfless, puny, insignificant, altruistic, self righteous- and we saw doing good as something impressive, results oriented, sexy, cool. We wanted to make something entertaining and substantive, not naive or cynical or negative, but something with some soul and sincerity. We wanted to create a platform for talented writers and photographers and to provide creative freedom and compensation. We felt a real opportunity to serve an audience (of people like ourselves) not really being reached.

2) GOOD obviously fills a niche in the print media marketplace that was vacant or unexplored. Magazines like Mother Jones or Utne Reader cover progressive causes and people but certainly not in a voice or style that caters to younger adult readers. Could you talk a bit about who you are trying to reach with GOOD and the process by which GOOD became the publication it is?

Sometimes the press calls us a philanthropy magazine and we say, "huh?" We are trying to create an entertaining magazine that reaches smart, creative, independent thinkers, people who want to engage the world and add value to society. Some of these people are leaders today, but many more will be leaders tomorrow. It is a very dynamic group (of individuals), and they do not like to be preached to, stereotyped, or talked down to... They are talented and often really busy, so they learn to be media savvy. They are thought influencers who seek quality, responsibility and innovation in their consumption. They want the benefits of capitalism without the negative externalities.

We want to reach and challenge these people in a way that affirms this sensibility and leads to intelligent thought and positive action.

As for the process by which GOOD became itself, yikes, it's still happening. I think the Choose GOOD campaign, which allows subscribers to donate the full $20 subscription fee to one of 12 charitable organizations, is an important part of what we are doing. I think that our contributors, subscribers and online community members will play a big part in the development of GOOD.

3) The GOOD website is a great complement to the print publication, but it's no substitute. What motivated you to start a print publication even as the entire publishing industry is seemingly trying to figure out how to compete with online journalism, blogs and web-based magazines?

Ben's [Goldhirsch, GOOD co-founder] father had some success with print, so we knew it could be done. We learned right away that starting a print magazine is very difficult. Aware of that reality, somehow we have always been convinced that this will work. We still think the printed page is the best way to view images and read articles. We believe that the print and online experience can be very complementary, that both mediums have definite strengths and weaknesses and we are excited to continue searching for the best ways to integrate the platforms.

4) What other projects are forthcoming from GOOD? I know you have a background in film. Are their documentaries in the works? TV programs?

The first two Reason movies are coming out in early 2007 at Sundance and Berlin. Also, we are sending out a special gift (a book) to our first subscribers, and we are planning some new web and event initiatives for next year. Finally, we are excited about the opportunity to partner with companies on projects that connect with our shared audience and do tangible good.

5) What has the response been thus far? From readers, advertisers? Contributors?

The response has been thrilling because it has been overwhelmingly positive. We had about 1500 subscribers at each of our launch parties (LA and NY). In general, our readers and contributors have been amazing and extremely enthusiastic about GOOD, both its mission and the editorial content...The stickers were especially popular. So was our cover line. As for advertisers, it is challenging as a start up. In general, companies have been supportive; they like our positive, pro-market approach and the look and feel of GOOD. The agencies tend to be intrigued but wary of a startup. Companies that have been especially encouraging: Polo, IFC, Marc Jacobs, Paul Frank, Burberry, Loomstate, Edun, Netflix, Product RED, Bacardi, SoCo, Svedka, NAU, Apple, GE, Motorola, Target, Kiehl's, Method and Timberland. And, then there was Fred Segal in Santa Monica who was so excited about the magazine that they asked us to design windows with the launch issue.

6) If you could, please share a few other magazines, books, online resources etc that helped you hone your vision for GOOD or helped inspire you along the way?

Our creative director, Casey Caplowe, especially likes the early issues of Colors. We always have seen the launch of Wired as an analog; they wanted to usher in technology as a progressive, cool, sexy thing that is in your interest. We want to do the same thing with good.

7) Could you talk a bit about the editorial process at GOOD? How are issues put together? How many people are actively shaping each issue's direction and content?

We spent about a year discussing and honing our editorial lens. The first issue was really fun and a big challenge. Our sections and structure are taking some more form. Now Casey Caplowe (creative director) and Zach Frechette (managing editor) have the day to day oversight of editorial; they check in with me and Ben every week or so, and it's a pretty small office. Both Casey and Zach have small teams (about 2 full time and several part time each). Morgan Clendaniel is our associate editor and blogger-- he works on front of the book stuff. Minna Proctor has served as an editor at large bringing in most of our feature articles. Scott Stowell is our art director; he designs the magazine (with the input of Casey and on top of the basic identity created by Arnaud Mercier and Area17). We are beginning to be able to plan a couple of issues in advance which is really nice, and Bristol Baughan and Lindsey Utz are producing online video content that complements the print magazine. It's a work in progress and we're having fun.

8) In an ideal world, what would GOOD grow into?

A winged unicorn, but in this world we're hoping to attain profitability and keep the lights on while we keep our dreams alive.

Thanks to Max Schorr, Alissa Neil, and GOOD Magazine.

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