Matchbook magazine is a digital magazine that was designed for the girl they call the Matchbook Girl. The Matchbook Girl is the digital magazine’s target demographic to a T. The target age range is women between the ages of 24-40. Matchbook’s website states that their reader, “views the world through rose colored glasses, loves to throw dinner parties but burns the roast, values eccentricity over convention, is the first to laugh at her own jokes, could happily live off of red velvet cake, and has a signature shade of lipstick.” The magazine gives numerous more examples of the kind of woman that would read their magazine but the bottom line is that readers are women who are intrigued by the charmed life. They don’t necessarily leave the high-class, sophisticated lifestyle, but they’re willing and hopeful to try to.
The digital magazine has an online readership of about 75,000 a month. Since the magazine covers everything from past and present fashion, décor, the arts, travel and culture, it attracts such a wide range of readers that consistently digitally flip through the magazine every month.
Due to the advertisements, one can tell that readers are modern fashionistas with a flare for the preppy. This is seen through the Vera Bradley, Lily Pulitzers, and various online boutique stores that are featured as advertisements throughout the magazine.
According to Matchbook’s website, the magazine is an “online lifestyle publication celebrating classics – shaken not stirred.” The main focus and goal of the magazine is to present readers with ideas to create a life they adore. The magazine is a woman’s “field guide to a charmed life.”
The magazine uses editorial pieces featuring captivating memoirs, stately homes, tasty gelato, luscious lipsticks, and tantalizing travel places to lead their “rose-colored glasses” women into the charmed life they crave and deserve.
The name Matchbook was chosen by the co-founders for its flea market-like feel that “conjures up lots of memories and vintage nostalgia.” This fits perfectly with the kind of charmed, vintage, and affordable women that read the magazine.
Matchbook Magazine features about five different categories of content:
- Fashion: The fashion theme is present throughout the magazine due to the transitional ads that add more substance to the fashion pieces they feature in articles. Entire outfits, from makeup to shoes are featured in 2 page spreads to show the season’s newest styles and trends for the charmed readers.
- Décor: The magazine features themed spreads based off of museums, outdoor locations, estates, and restaurants in classic parts of Europe and the traditional south. The spreads offers a more realistic version of these décor styles to readers to mimic in their own homes.
- The Arts: The magazine features famous works of arts and explains to readers the history behinds these works. The magazine delves even deeper into the work of art by providing fashion and décor that matches the piece.
- Travel: The magazine features eclectic, relaxing, and realistic travel spots for readers to visit whether it be through a day trip or week long trip of fun.
- Culture: The magazine aims to help enhance and bring culture the minds and eyes of readers. Matchbook does this by providing feature articles on those women who are living the “charmed life” to the fullest.
Matchbook is very unique when it comes to organization. The two co-founders of the magazine, Katie Armour and Jane Lilly Warren launched the magazine in January of 2011. Armour serves as the Editorial Director and Warren as the Creative Director. What is so unique about their partnership is that they live on polar opposite sides of the country. Armour lives and works from the East Bay area of California while Warren lives and works from Philadelphia, Pennsylvania. This virtual office is strongly run through very open lines of communication tied through phone calls, emails, and blog posts between all team members.
The magazine’s design very much matches the philosophy and audience of matchbook. The pages offer blank white space but the pages are sufficiently field with cutout pieces of clothing, furniture, makeup, and vintage technology. The mix of serif and sans serif fonts adds a touch of modern elegance and traditional vintage to each spread. The pictures and products give the pages pops of vibrant colors that create an elegant contrast with the white background of the pages. The eclectic spreads of products add to the flea market feel of the magazine, which matches the tastes of readers.
All of the products featured in the magazine are interactive. Readers can share the featured content to their social media platforms. They can also comment on the content and can claim the link to the products so they can buy what they see directly. Advertisements are also set up as such so that readers can comment, share and link up to the product. This is a great multimedia feature that definitely adds substance to the magazine that a print publication couldn’t. Readers can purchase what they see in the magazine straight from reading the magazine with no hassle.
Matchbook magazine is set up as an entire magazine just online. There really isn’t a skip through where if you click on something on the index page that it will directly take you to that section of the magazine. The only navigation present is to move back and forth between pages through an interactive page curl, just as you would if you were flipping a printed magazine.