A question for y'all

Should I do a thing?

When I started Schmatta over a year ago, I knew I wanted it to be more than a newsletter. Like every other brand out there, I wanted it to be a “world.” (Gag me with a spoon.)

One of the pillars of this so-called world was a tangible piece of reading in the form of a quarterly zine — and this was back when I was feeling idealistic about a print comeback. (Alas, I have a job and a demon toddler and print has not come back.)

Still, these days, many design Substacks are putting out print/IRL collateral, and I’ve been thinking about ways to manifest Schmatta physically — in formats that you’d actually want to buy/engage with. Here are some thoughts.

#1: A newspaper-like print of past stories with some new stories with an LA launch event with a reading and drinks.

#2: An extra small format magazine called “Relics” that is arty photographs of ‘90s decor with some essays and an LA party where said relics would be auctioned off.

#3: A zine with past stories and some new stories with an LA launch event with a raffle from brands I manage to pull product from.

#4: An actual, janky physical newsletter that looks like your local synagogue’s newsletter, that comes in the mail once a quarter with brand coupons and reader shoutouts (e.g. “Congrats, Jason K on your new sleeper sofa; let us know how it is”.) And maybe each envelope comes with some wildflower seeds, glitter, or stickers. Your cost: Extra $10 per quarter.

(But seriously, which of these would you purchase and show up for?)

Feel free to leave thoughts in the comments as well!

Much love,

Leo