000 Magazine

So, you think that $250 is a lot of money for an annual subscription for just four issues of a magazine. On the face of it you could be right, but then you would be comparing 000 with the dozens of ordinary, bookstand magazines out there – but that is not where 000 fits. If you do the numbers, it is a touch more than $60 per issue, and that, you could compare to a good quality book. But then 000 magazine is so much more, so read on…

When it arrived, my first impression was overkill, with its larger than necessary box, bubble packaging, complimentary 000 stickers, I mean it is a magazine after all. But once the box had been prised open gently, the quality and weight of the magazine begins to talk another language. As an author of numerous books, I am fortunate enough to know some of what is required to pull something like this together, and it is considerable! I was sent issue #002 for review, and the 256 pages put this publication into the same league as some books.

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For starters, the paper quality is like nothing else on the market in this field, and the attention to detail just in the layout alone, is really impressive. “This is the magazine I’ve always wanted to build,” said editor Pete Stout, and the choice of the word “build” is not accidental here. Having pulled together a good number of magazines in my day too, this is an onerous task, but when you pitch your publication at the very top of the pyramid, then you had better be prepared for some comments to come your way. If you look at the testimonials on the magazine’s website, those who have commented have nailed it… “it’s like a good whisky,” and, “there should be two copies – one for reading and one for saving,” and so on. This was a product that the market was always missing, and now we have it. The publication’s unusual name – spoken as “Triple Zero” – is a reference to Porsche’s three-digit model type numerology.

To the content then…what is the difference between what is written in this publication compared to what is published every month in the dozens, if not hundreds of other Porsche magazines around the world? Having contributed to numerous Porsche magazines around the world over the years, I can answer that by saying that one of the most frustrating things about contributing to a regular monthly, is the limited word count you have to stick to. I was once commissioned to do a piece on Norbert Singer, his whole career, in 2000 words and that included two 200-word box-outs. So, Norbert Singer’s 40-year career at Porsche had to be condensed into 1600 words, and when I told Herr Singer at the start of the interview, he laughed. Why am I telling you this, it is because these limits do not apply in 000, the story is the story, and it will end when the story has been told.

The depth of research here is mightily impressive, and the image selection is not just excellent, it is also a matter of how they are used, and this is down to the skill of designer Justin Page – now that is a good name for a magazine designer! Having interviewed countless Porsche drivers, designers, engineers and others over the years, I can vouch for the effort that goes into compiling a feature that successfully conveys the message that was intended by the writer. Here the magazine excels again, as no only the selection of feature topics, but the depth and manner in which they have been researched and written, is impressive. The stories get the space they need to breathe, with feature articles ranging from as few as five pages to as many as forty. And the list of writers connected with this publication reads like a ‘who is who’ of the Porsche writing world.

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One thing that I find a big put-off in many magazines today, is that around 60-80% of the pages are filled with advertising, giving the reader four to six full length features at most. All magazines have to earn a living and be commercially viable, otherwise the title will just be pulled and consigned to the history books, but most magazines exist purely for the ads. Here again, 000 is different, being limited to just 5-7% advertising – placing a firm emphasis on independent content.

Each issue offers more than 250 pages covering every facet of Porsche, and 000 won’t be sold on newsstands, it is only available by subscription. Back issues will have limited availability. This is the type of magazine that you want to settle down to in your favourite recliner, and with a cup or glass of your preferred beverage, you can while away the hours in the company of your latest copy of 000. If you have the means, this is a series that you want to have on your bookshelf.

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Written by: Glen Smale