Follow the Rabbit

In a world obsessed with digital content, why are luxury print magazines not just surviving but thriving?In this episode of Follow the Rabbit, we explore the persistent appeal of print magazines in our hyper-digital world. Sparked by a New York Times article about “the revenge of the niche fashion magazine,” we examine how these physical artifacts create communities, serve as premium spaces for advertisers, and offer respite from algorithm-driven experiences.Drawing from Johannes' long-standing connection to Monocle magazine and broader industry observations, we look at how print publications are finding new relevance not despite our digital immersion but because of it. The discussion moves beyond nostalgia to explore how tactile media creates deeper engagement, how luxury brands seek “safe spaces” away from controversial online environments, and why younger demographics increasingly turn to print as an alternative to screen-based content.From indie magazine shops in Berlin to brand-created publications like Patta's community-focused magazine, the episode offers insight into how print media is evolving from a mere information vehicle to a cultural touchpoint that brings people together in physical spaces.Chapters:00:00 - Introduction & Context02:35 - The "Print is Back" Cycle04:10 - Johannes' Personal Connection to Print Magazines05:07 - How Magazines Survived the iPad Era07:15 - Niche Markets and the Myth of "Winner Takes All"10:13 - The Cultural Influence of Indie Magazines13:02 - Community Building Through Physical Media18:45 - The Role of Collectibility and Advertising21:37 - The Siemens Example: Digital Products in Print25:29 - Nostalgia as Alternative History28:52 - Digital Fatigue and Young Readers' Preferences35:40 - Bringing People Together: The Monocle Patron Circle39:17 - Print as a Counterpoint to AI-Generated ContentLinks:NY Times – ‘The Revenge of the Niche Fashion Magazine’: https://www.nytimes.com/2025/04/07/style/fashion-magazines.htmldo you read me?! Shop: https://doyoureadme.de/enMonocle: https://monocle.comPatta (Shop & Magazine): https://www.patta.nl/Digital Dualism as critizised by Nathan Jurgenson: https://thesocietypages.org/cyborgology/2011/02/24/digital-dualism-versus-augmented-reality/Sources for the statistics:2021 MPA Factbook: https://www.newsmediaalliance.org/wp-content/uploads/2018/08/2021-MPA-Factbook_REVISED-NOV-2021.pdfBold Entity: https://boldentity.com/print-marketing-a-millennials-perspective/Electro IQ: https://electroiq.com/stats/print-marketing-statistics/ ---------------Follow the Rabbit on ⁠Spotify⁠Follow the Rabbit on ⁠Apple Podcasts⁠Follow the Rabbit on ⁠Youtube⁠Follow the Rabbit is a Known Unknowns productionKnown Unknowns on ⁠⁠YouTube⁠⁠ Known Unknowns on ⁠⁠Instagram⁠⁠Follow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about ⁠⁠Igor Schwarzmann⁠⁠ Find out moire about ⁠⁠Johannes Kleske⁠⁠

Adrian Monck, former communications chief at the World Economic Forum and independent journalist, dives into the complexities of the modern media landscape. He discusses the challenges of maintaining journalistic integrity while navigating algorithm-driven demands in his successful newsletter, 'Seven Things.' Monck shares his journey from broadcast journalism to independent publishing, emphasizing the paradox of freedom in writing without institutional constraints. He explores how evolving media consumption alters authority and trust, revealing the inherent 'incoherence' of today's narratives.

In this monthly recap episode, Igor and Johannes reflect on cultural phenomena that caught their attention during March 2025, exploring luxury consumption, wellness trends, and the evolving nature of media consumption.From the luxury supermarket Erewhon and its influence on brand perception to the complex social implications of GLP-1 drugs and the fascinating personalization of sound through the Endel app. The hosts conclude with insights on how long-form conversations are reshaping our relationship with media consumption and knowledge formation.Key themes:How luxury food retailers like Erewhon transform shopping into status signalingThe emerging social dynamics around weight loss medicationsPersonal soundscapes as a form of positive algorithmic personalizationThe shift toward conversations as units of culture and knowledge productionHow consumer products reflect our collective search for belongingChapters:00:00 - Introduction & Monthly Format02:55 - Erewhon: The Business of Aspirational Groceries12:25 - Status Signaling & The Loneliness Connection17:45 - GLP-1 on Campus: Elle's New Column on Student Usage24:52 - Andal: Personalized Soundscapes for ADHD Focus35:24 - Conversations as Culture: The New Unit of Knowledge Formation41:05 - Video vs. Audio: Different Ways to Experience Dialogue47:51 - Long-form Conversations & Human Connection52:27 - Closing ThoughtsSuggested Links:Erewhon-related content:Vogue Business article about Erewhon: https://www.voguebusiness.com/story/consumers/the-business-of-erewhon uID=16d13b220ccb049d0b0aeccdeb34f14634765ffc5ec3b5735cbf184ebf8c07f2Touchland:Article/coverage about their growth from 16M to 100M revenue: https://www.nbcnews.com/select/shopping/touchland-hand-sanitizer-rcna197416GLP-1/Ozempic coverage:Elle magazine's new column on GLP-1 drugs: https://www.elle.com/ozempic/The specific article about "GLP-1 drugs on campus“: https://www.elle.com/beauty/health-fitness/a63787623/ozempic-secret-college-campuses-trend-explained/Endel app:Endel's official website: https://endel.io/Conversations as culture:Kayle Chayka's newsletter post about "conversations as the new unit of culture“: https://onethingnewsletter.substack.com/p/conversations-are-the-new-unit-ofJeff Staple's dinner conversation video/series: https://www.youtube.com/watch?v=mSpLRsQ1vsw&t=695sOther references:Information about Jellycats and blind box collectibles: https://www.bbc.com/news/articles/c4g34x51en8o---------------Follow the Rabbit on ⁠Spotify⁠Follow the Rabbit on ⁠Apple Podcasts⁠Follow the Rabbit on ⁠Youtube⁠Follow the Rabbit is a Known Unknowns productionKnown Unknowns on ⁠⁠YouTube⁠⁠ Known Unknowns on ⁠⁠Instagram⁠⁠Follow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about ⁠⁠Igor Schwarzmann⁠⁠ Find out moire about ⁠⁠Johannes Kleske⁠⁠

Amy Daroukakis is a cultural strategist with 20 years of experience, renowned for her work on diversifying cultural insights. She discusses how trend reporting is heavily skewed towards just 10 cities, creating a limited perspective on global culture. Amy emphasizes the importance of curiosity as a professional asset in an AI-driven world. She shares fascinating stories from diverse cultures and challenges the stifling structures in creative industries. Additionally, she highlights how meaningful human storytelling can illuminate insights that algorithms often miss.

Dive into the viral curiosity of a $19 strawberry, revealing the complexities behind luxury consumption and outrage culture. Discover Japan's meticulous craftsmanship in fruit cultivation and the challenges of global logistics that make such a luxury item possible. The hosts analyze how social media fuels performative consumption and critique the intersection of sustainability and high-end markets. This discussion illuminates the absurdities of consumer behavior, framed within a larger cultural context of authenticity and digital engagement.

Sari Azout, founder of Sublime, delves into the intersection of AI and personal curation. She discusses transforming skepticism into curiosity and highlights how personal taste is vital in a content-saturated world. The conversation reveals AI's role as a collaborative partner in enhancing creativity while emphasizing the need for human judgment. Sari also shares insights on training AI to reflect unique perspectives and cultivating a distinctive taste amidst algorithm-driven content, reminding us that individuality can thrive even in a tech-dominated landscape.

Dive into the intriguing overlaps between scripted wrestling and real-world politics, revealing how they shape public discourse. Explore the rise of 'soft clubbing,' where young people prioritize mindful social interactions in relaxed music settings post-pandemic. Discover the evolution of Wired magazine under new leadership, shifting towards investigative journalism and critical insights on tech figures. This captivating discussion uncovers the cultural patterns that reflect deeper truths about our contemporary society.

The Subculture is dead. Long live the Subculture. Or … does it? What is it even these days? How does Instagram (and other platforms) play a role in this and of course what is even authentic these days?In this episode of Follow the Rabbit, Igor and Johannes are joined by Jack Stanley, a writer and creative strategist whose research explores how subcultures evolve in our hyper-connected world. Moving beyond the tired question of whether "subcultures are dead," the conversation examines how digital platforms have fundamentally altered the way communities form, express themselves, and maintain authenticity.The discussion weaves together several key themes that reveal the tension between connection and fragmentation in contemporary culture: How the relationship between online and offline participation has inverted since the MySpace (you heard it right!) era Why emerging third places like reading clubs and chess gatherings reflect a desire for physical community The shift from committed subcultural identity to "micro-identities" curated through social media The economics of modern subcultures as both grassroots movements and commercial opportunities How the frictionless access to cultural content has changed our relationship with discovery and commitmentDrawing on Jack's research into bootleg hardcore merchandise and straightedge communities, the episode offers a nuanced look at how authenticity functions when everything is accessible to everyone. The conversation moves beyond nostalgia to examine what might be gained and lost as subcultures continue to evolve in an era where identity is increasingly fluid and commodified.Chapters: 00:00 - Introduction to Subcultures Today 04:25 - Internet's Evolution: From MySpace to Instagram 12:28 - The Economics of Modern Subcultural Spaces 20:49 - Brands, Merch, and Cultural Capital 32:08 - Identity and Commitment in Digital Culture 44:04 - The Challenge of Authenticity 52:01 - Closing ThoughtsLinks: Jack Stanley’s newsletter ‘Heavy Weather’ about brands and the way they work: http://heavyweather.substack.com/  Jack Stanley's essay ‘Subcultural Diffusion vs Subcultural Capital’: https://open.substack.com/pub/heavyweather/p/subcultural-diffusion-vs-subcultural  Are Subcultures Dead? – Proteinhttps://www.protein.xyz/are-subcultures-dead/ Sarah Thornton's work on subcultural capital: https://www.wiley.com/en-us/Club+Cultures%3A+Music%2C+Media+and+Subcultural+Capital-p-9780745668802  J. Patrick Williams' research on straightedge communities: https://journals.sagepub.com/doi/10.1177/0891241605285100  Life after Lifestyle by Toby Shorin:https://subpixel.space/entries/life-after-lifestyle/ Ezra Klein episode with Kyle Chayka:https://www.nytimes.com/2024/01/09/opinion/ezra-klein-podcast-kyle-chayka.html This episode offers a thoughtful exploration of how we form identity and community in a world where both are increasingly fragmented, providing valuable insights for brands, creators, and anyone interested in understanding how culture forms and evolves today.---------------Follow the Rabbit on ⁠Spotify⁠Follow the Rabbit on ⁠Apple Podcasts⁠Follow the Rabbit on ⁠Youtube⁠Follow the Rabbit is a Known Unknowns productionKnown Unknowns on ⁠⁠YouTube⁠⁠ Known Unknowns on ⁠⁠Instagram⁠⁠Follow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about ⁠⁠Igor Schwarzmann⁠⁠ Find out moire about ⁠⁠Johannes Kleske⁠⁠

Axel Quack, an AI expert immersed in European policy, sheds light on the landscape of AI in Europe. The conversation dives into the EU's ambitious €200 billion AI investment plan and its implications for the competitiveness of smaller businesses. They discuss the significant disconnect between large-scale initiatives and the challenges SMBs face in implementing AI due to regulatory complexities. Quack offers practical strategies for leveraging open source AI solutions, emphasizing a more distributed and sovereignty-focused approach to tech adoption in Europe.

Axel Quack, an expert in AI-driven product development, shares his insights on the democratization of AI technology. He discusses how open-source models like DeepSeek empower smaller organizations by offering data control and independence. The conversation touches on Europe's unique opportunity to adopt privacy-focused AI approaches, contrasting with trends in the US and China. Axel emphasizes hands-on experimentation to improve AI literacy and encourages businesses to explore local solutions for greater accessibility and customization.