Microsoft Launches Print Magazine: Here’s Why
▼ Summary
– Microsoft launched a print magazine called *Signal* to counter digital overload, focusing on AI and targeting business leaders with thoughtful, lasting content.
– The 120-page premiere issue features Microsoft-centric content, including executive interviews and AI-focused business case studies, avoiding external competitors like Amazon or Google.
– Microsoft printed 1,500 copies of *Signal* for distribution at its events, with plans to adjust future print runs based on demand, aiming for quarterly releases.
– *Signal* draws inspiration from Costco’s magazine model but remains niche, using AI (like Copilot) minimally for content creation and research support.
– Microsoft collaborated with the Slow Journalism Company for *Signal*’s production, blending promotional material with deeper stories, like Vodafone’s AI deployment, to engage readers.
Microsoft has taken an unexpected approach to celebrating its 50th anniversary, launching a print magazine called Signal. In an era dominated by fleeting digital content, the company aims to cut through the noise with a thoughtfully curated publication designed for business leaders.
The debut issue spans 120 pages, focusing heavily on AI, both as a subject and, to a limited extent, a tool in its creation. Frank Shaw, Microsoft’s chief communications officer, explains the rationale: “How do we earn trust and hold attention in an age of scroll and skim? How do we create Signal in a world of noise?” The magazine offers a respite from the relentless pace of social media, providing in-depth features on Microsoft’s technologies, executive interviews, and even quizzes.
Steve Clayton, Signal’s executive editor, notes that the publication is a deliberate counter to today’s disposable content. “People are overloaded with information, much of which is ephemeral,” he says. “We wanted something more thoughtful, with lasting value, not just another five-second TikTok clip.”
Unlike traditional tech journalism, Signal doesn’t stray far from Microsoft’s carefully crafted narrative. The first issue includes contributions from CEO Satya Nadella and co-founder Bill Gates, alongside case studies of businesses leveraging Microsoft’s AI solutions. While some sections lean toward promotional material, others, like a deep dive into Vodafone’s AI deployment, offer genuine insights for industry professionals.
Microsoft printed just 1,500 copies initially, distributing them at corporate events. Clayton hints at potential future runs, depending on demand. The company drew inspiration from Costco’s member magazine, though Clayton jokes they aren’t aiming for that scale yet.
AI played a supporting role in Signal’s production, with Copilot assisting in research and generating a quiz. However, Clayton emphasizes that human creativity remains central. The team also collaborated with the UK-based Slow Journalism Company to refine the magazine’s editorial flow, a nod to the craft of print storytelling.
For a first effort, Signal impresses with its polished design and engaging content. Whether it sparks a broader trend among tech giants remains to be seen, but Microsoft’s experiment in slow journalism is certainly intriguing.
(Source: The Verge)
