Very much like upstart new magazines in previous decades (Sniffin’ Glue, the Modern Review, the Idler), these new magazines have emerged partly as personal passion, partly as calling cards for young designers and would-be journalists, keeping production costs low. And because many are created by recent graduates they’re less hidebound by traditional magazine structure. But these magazines are also a result of the possibilities offered by the new technology that was supposed to kill print culture – they sell and distribute online, they crowdfund, they invent their own business models on the hoof. Works That Work, a design magazine for non-designers, created a social distribution model where readers got paid for delivering magazines to bookstores. As editor Peter Bil’ak explains in issue two, readers moved this idea on, distributing directly to friends, bypassing the middlemen. So, when readers order 10 or more copies, they get them for half price, the discount available for conventional distributors.