Mr. Magazine

“Although I had my degree from Harvard Divinity School and had written many theological things, albeit not necessarily published; I’ve been a printer for 25 years. Printing is what I do and so I think the reason I chose print is because I personally would rather have a really nice magazine in my hand.” Patrick Butson

As the Founder and Publisher of Vapor Digest and Vapor Lives Magazines, Patrick Butson’s mission is to help the e-cigarette industry gain legitimacy by education and awareness. A graduate of Harvard Divinity School, the theologian – turned vaping visionary vows to set the record straight when it comes to vaping and the industry of e-cigs in general. He is convinced that vaping is the answer to many smokers’ prayers and that the part he plays in educating the public is divinely-inspired and validated.

I reached out to Patrick recently and we talked about his early days in divinity school, his calling to do something on a grand scale for God and his vision when it came to the print magazines he created, devoted to vaping and the e-cig industry. The conversation was sincere and open, revealing a man who truly and passionately believes in his magazines and his mission, but doesn’t discount the toll it has taken on his personal life.

So sit back and enjoy this most unique conversation with a man who is genuinely unique in his own way, set apart perhaps by a spirit that is made so by a predestined future – the Mr. Magazine™ interview with Patrick Butson, Founder and Publisher, Vapor Digest & Vapor Lives Magazines.

But first the sound-bites…

On why he started the vaping mission: To be honest with you, I don’t think that I’ve used the gifts that I’ve been given to their fullest potential.

On whether or not vaping has anything to do with his theological calling: Yes, it gave me this sense of calling again and I understand that sometimes when you’re looking for gold, everything you see is shiny.

On the two magazines; one trade, one lifestyle: My real intention when I started was to be more like the lifestyle magazines, but when I realized that what was needed was more of an investigative-type of magazine first, that’s why I did them both.

On the advertised emphasis of his theology degree: I did that because I believe it sets me a little apart, because what I do is try to focus on the vision of what it could be and let it lead me like the North Star.

On what’s in it for him: What’s in it for me most importantly is that I matter. I think that if I keep saying perceptive things and keep getting them right and keep giving out the information, along with the stories that people want to read, then I think I’ll have an influence.

On his ultimate goal for the magazines: My ultimate goal for Vapor Lives magazine would be for us to be a combination of Rolling Stone and Cigar Aficionado. I want it to be that important about a new social trend like Rolling Stone was.

On the major stumbling block that may prevent his goals: I think the main thing for me because I’m boot-strapping it and I don’t have the financing and the backing of some of the existing magazines that might want to get into the space.

On whether a year from now he sees himself surrounded by competitors and copycats: I do, yes I do. It’s already happening a bit. The tobacco industry’s trade publications have a couple of them that have combined with a vapor publication.

On why he decided on a print format for his magazines: Printing is what I do and so I think the reason I chose print is because I personally would rather have a really nice magazine in my hand.

On what keeps him up at night: The fact that in doing this, it’s taken a lot of work and a toll, not only on me physically, but it’s really taken a toll on my relationship with my family.

And now the lightly edited transcript of the Mr. Magazine™ interview with Patrick Butson, Founder and Publisher, Vapor Digest & Vapor Lives Magazines…

Samir Husni: After I read about all that you’re doing, it seems that you’re a one-man crusade. You’ve started the two magazines and the organization. You’re doing the testing and everything. Why?

Patrick Butson: I wrote in my book why. To be honest with you, I don’t think that I’ve used the gifts that I’ve been given to their fullest potential. When I was a young man, for some reason, I really always thought that God was going to do something special through me and I was somehow going to be inspirational or something; I don’t know exactly, but I found myself at Harvard Divinity School which confirmed that I was being led in that direction. And then I got married and when my wife and I got pregnant, I kind of panicked or got nervous; I’m not sure how to explain it perfectly, it was like me having this nebulous calling to do something great was fine for me as a single man. Although my wife was pretty cool with it, but I didn’t think it was fair for a child being brought into this world to have such an unsure future.

So I felt I had to make a choice. I could go get a real job and make some money or I could continue on this path of not knowing, but feeling like I was going in the right direction. And I guess all these years later, I kind of regret that I had to make a choice and realize now that I could have done both. I could have lived a more inspiring life and meant more to more people and found a way to take care of my family like many other people have done.

Yes, a lot of the reason why I’m doing this is that I regret not taking a more adventurous path and when I saw the first person vape, I just knew instantly that it was very special and had the potential to really change a lot of lives. So I began to follow that. Something that could give me that feeling again that I mattered.

Samir Husni: Do you think being the theologian that you are the whole idea of vaping has anything to do with your calling? Correct me if I’m wrong, but I don’t think you smoked before…

Patrick Butson: No, I didn’t smoke. And yes, it gave me this sense of calling again and I understand that sometimes when you’re looking for gold, everything you see is shiny. And if it’s something you want to follow, it could be fool’s gold and I might just be seeing what I want to see, but the vision and the perception I have of what vaping can become just energizes me and makes me want to do this.

Samir Husni: Almost at the same time you started two magazines, one for trade and one for the lifestyle.

Patrick Butson: In general, I got involved with it because I was excited. And when I started vaping I assumed there would be a magazine about it. I’m not a smoker per se, but once in a while I like a celebratory cigar and if I ever wanted to know what might be a good cigar, I’d go to Cigar Aficionado or if I wanted to know what’s a good craft beer, I’d go to the craft beer ratings, but when I did that for vaping I realized how you almost have to ask two questions.

Let’s say that you want to try a new honey-whiskey that Jack Daniels has come out with and you read the reviews and tried to get a sense of whether you’d like the flavor; all you really have to ask yourself is would I like it or not. You never have to ask yourself if the whiskey is safe, but that’s not true with the vaping landscape. It’s a very Wild, Wild West out there; you don’t know who you can trust, because people can make things sometimes look too good to be true. A person may have a friend who is a web designer and he could make that company look like a pharmaceutical giant. So that’s part of the reason why I did this too.

My real intention when I started was to be more like the lifestyle magazines, but when I realized that what was needed was more of an investigative-type of magazine first, that’s why I did them both.

Samir Husni: Why the emphasis on being a Harvard theologian – turned visionary? Everywhere I see your name that is very prominently written. Why?

Patrick Butson: I did that because I believe it sets me a little apart, because what I do is try to focus on the vision of what it could be and let it lead me like the North Star. But as I was trying to get people to listen to me and help me, they said don’t undersell or be embarrassed that you’ve got a theology degree and it’s true, so why not say it. I guess that’s part of why and it’s quite a unique thing to have. And it lets people know that I’m probably coming from a different angle than most.

Samir Husni: What’s in all of this for you?

Patrick Butson: What’s in it for me most importantly is that I matter. I think that if I keep saying perceptive things and keep getting them right and keep giving out the information, along with the stories that people want to read, then I think I’ll have an influence. That’s mainly what’s in it for me.

But I also realize that I need to monetize my efforts so that I can keep doing it and I’ve done not as well as I’d hoped, but I think I’m on my way. I have advertisers. If you have a copy, you’ll see several paid advertisements.

Samir Husni: What is your ultimate goal? Where do you see the magazines a year from now?

Patrick Butson: My ultimate goal for Vapor Lives magazine would be for us to be a combination of Rolling Stone and Cigar Aficionado. I want it to be that important about a new social trend like Rolling Stone was. It also gives the trustworthy ratings like Cigar Aficionado does. That would be my goal for that magazine. And it would be sold in Barnes & Noble and counters as you go through supermarkets. I’d love it to be a magazine like that and have that type of presence and clarity.

And I would like for the trade magazine to be the official source of the industry and the news magazine of the industry. That would be my two goals.

Samir Husni: And what do you think will be the major stumbling block that might prevent those goals from happening and how will you overcome that?

Patrick Butson: I think the main thing for me because I’m boot-strapping it and I don’t have the financing and the backing of some of the existing magazines that might want to get into the space. They would have the funds and the people and the pipelines to overwhelm me with financial might, so that’s obviously a concern.

I’m glad I was the first, but I don’t think I’ll always be the biggest, that’s not important to me. But as long as I always have my niche and my certain specialness, then I think I will have accomplished what I wanted to accomplish.

Samir Husni: There’s a saying in our business: there are the groundbreakers, the copycats and then there are the cheap imitators. And being a groundbreaker; do you think that a year from now you’re going to be surrounded by competitors and copycats?

Patrick Butson: I do, yes I do. It’s already happening a bit. The tobacco industry’s trade publications have a couple of them that have combined with a vapor publication. On the lifestyle side there’s several already out, with more coming every day. I think the thing that’s going to make or break the vaping lifestyle magazines would be the one that has maybe a celebrity on their cover first. And I don’t know any celebrities.

So I think that a publishing firm that already has celebrities on their roster and lined up would be the first to have one on the cover actually vaping, making them similar to how Cigar Aficionado now always has a famous person on their cover smoking a cigar. And I would think that would really establish that lifestyle magazine for vaping to have a high-end star on their cover; I believe they would definitely take the lead.

Samir Husni: There have been so many things that you have done digitally and we do live in a digital age; what made you decide on print for your magazines?

Patrick Butson: Although I had my degree from Harvard Divinity School and had written many theological things, albeit not necessarily published; I’ve been a printer for 25 years. Printing is what I do and so I think the reason I chose print is because I personally would rather have a really nice magazine in my hand. If you see my magazines, you’ll note that they’re on really high-quality paper, highly varnished, nice binding; they just look good. And that’s important to me. I really wanted it to be something that a consumer would want to hold in their hands and read.

Samir Husni: And now I see that you’re coming out with a book?

Patrick Butson: Yes, I sent you a copy.

Samir Husni: Yes, I’m looking at it now. It’s not only a showcase for the vapor industry, but it’s also a coffee table-type book.

Patrick Butson: Very much so. That was my plan from the beginning, to make it a coffee table book, mainly because I want people to flip through it. Also because I kind of did it backwards; I figured out how big I wanted it and how I wanted it to feel and look and I went to the bookbinder and he told me I needed 144 pages and I thought it’s going to be hard for me to fill 144 pages; I’m going to need a lot of pictures. (Laughs)

Another reason that I decided to do it that way is because I want people to read it. I’m going to be giving many of them away, mailing them out to people in the industry. It’s one of those things where I want you to look at it; I designed it where each page has its own integrity, its own little story. Where people may want to only look at one page, but you can learn something from that particular story.

Samir Husni: So what’s next for Patrick?

Patrick Butson: Well, I’m still operating in the red, so I’m hoping to start breaking even soon. That would be a great goal to reach. And I just want to keep doing it and doing it well. And I hope it becomes this thing in the industry where I’m one of the people that everyone looks to for hope. Right now, vaping and e-cigs, the essence of them are filled with controversy and anxiety, who’s right and who’s wrong, and I’m trying to just send a more positive message and if I can continue to do that, I will be happy. And I hope people in the industry will allow this technology to become the gift to mankind that I feel it was meant to be.

Samir Husni: As you’re talking, I realize how many hats you have worn and still wear: printer, theologian, visionary and missionary for the industry now?

Patrick Butson: Maybe, maybe so. Missionary, I’ve never thought of it in those terms, but you’re right. I think you’re right, because that’s what I’d like to do. That would be fine with me.

Samir Husni: My typical last question; what keeps you up at night?

Patrick Butson: The fact that in doing this, it’s taken a lot of work and a toll, not only on me physically, but it’s really taken a toll on my relationship with my family. It’s just one of these things where I’m not sure if it’s worth it. And that’s what keeps me up at night; is this effort, which has caused a lot of stress for me and my family with the traveling, because I go to all of these vape shows and I’m tired when I get home and I don’t spend as much time with my family; is it all worth it? Are all the sacrifices my family has had to put up with, worth it? They didn’t volunteer for this, after all, I volunteered them for it and that’s what bothers me and keeps me up at night.

Samir Husni: Thank you.

“I’m fully behind magazines and magazines have lived through television, they have lived through radio and they’ll live through the Internet, but we have to adapt and make our magazines a little bit easier to read, such as with smaller stories.” Jeff Greif

Celebrities, vineyards, distilleries, libations and having fun responsibly; these are the main attributes of Chilled Magazine and the many components that make up the brand. Jeff Greif, whose past experience in the magazine media industry includes working at Marie Claire, Vogue, GQ and just a host of prestigious and illustrious titles, is now the publisher of the trade magazine that proudly resembles its consumer counterpart.

I recently spoke with Jeff about Chilled and its interesting subscription model, the magazine’s 360° approach to publishing – using print, digital and events to promote and propel the brand and the unique feature of a celebrity cover each and every issue. The conversation was definitely enlightening and should “raise the spirits” of anyone who has heard gloom and doom preached just one time too many regarding the future of print and its place within today’s publishing wheel.

So sit back, grab your drink of choice and enjoy “Chilling’” with Mr. Magazine™ and Jeff Greif, Publisher, Chilled Magazine.

But first the sound-bites…

On the magazine’s tagline “Raise Your Spirits” and the DNA of Chilled: We re-launched the magazine three years ago and we took that tagline on when we launched the magazine and it’s sort of a play on words because it’s a spirits magazine and all the other spirits magazines are very, very serious and very responsible, as they should be. But we wanted to have fun, because at the end of the day when you’re drinking spirits you’re having fun. We wanted to be responsible, but on a lighter note.

On the story behind a subscription model that delivers immediately, instead of in 4 to 6 weeks: Well we’re a small magazine, so we have great customer service on our backend.

On the biggest stumbling block he’s faced at Chilled: We’re getting a lot of great feedback with our readership and we’re on a great trajectory. So there hasn’t been a stumbling block.

On the Chilled brand having such a complete 360° publishing model: Everything that we do is 360; we have a magazine, a tablet version, a website and we do events for clients because in the spirits industry events are very important.

On the fun and lighter side of Chilled, compared to other spirits magazines: We always have the celebrities as an overarching theme and that’s what makes us different and we try to get the celebrities involved in every part of the magazine, so that’s kind of our gift wrap, if you will.

On whether the crash of 2008 changed his thinking regarding magazine publishing: No, it didn’t. I’m fully behind magazines and magazines have lived through television, they have lived radio and they’ll live through the Internet, but we have to adapt and make our magazines a little bit easier to read, such as with smaller stories.

On whether the magazine’s glass is half-full or half-empty: I think our future still remains very positive. People are still very interested in the magazine; I think we’re doing something different in the marketplace and I think that they like the way that we work.

On what keeps him up at night: Not having enough time during the day and just trying to do everything we have to do.

And now the lightly edited transcript of the Mr. Magazine™ interview with Jeff Greif, Publisher, Chilled Magazine…

Samir Husni: In this day and age when you have a tagline that reads “Raise Your Spirits” it’s a much-needed sentiment for the entire industry. Tell me a little more about Chilled Magazine and why you want to raise spirits.

Jeff Greif: Chilled Magazine has been really great. We re-launched the magazine three years ago and we took that tagline on when we launched the magazine and it’s sort of a play on words because it’s a spirits magazine and all the other spirits magazines are very, very serious and very responsible, as they should be. But we wanted to have fun, because at the end of the day when you’re drinking spirits you’re having fun. We wanted to be responsible, but on a lighter note. That’s why we always have a celebrity on the cover and why we always do very positive editorial.

Samir Husni: One of the things that I’ve noticed is that you have almost a completely different approach when it comes to your subscription model. If I subscribe to your magazine you will send me the current issue immediately, I don’t have to wait 4 to 6 weeks. If I subscribe for two or three years, you will send me a box of Liquid Ice energy drink and four back issues immediately. Is that in response to some experience you had in the industry with someone asking why do I have to wait 4 to 6 weeks to get my magazine? What’s the story behind the subscription model?

Jeff Greif: Well we’re a small magazine, so we have great customer service on our backend. When you subscribe to Condè Nast or a big magazine, everything is going through a third party fulfillment house that’s very big and carrying a lot of big magazines; we deal with a small, independent backend, so we’re able to sort of customize everything and give really great customer service.

Samir Husni: Since joining the magazine, what has been the biggest stumbling block for you during the re-launch and in making sure that Chilled gets the opportunity to raise as many spirits as possible?

Jeff Greif: This is one of the most amazing magazines that I have ever worked on; it’s grown consistently every year and we’re getting a lot of great feedback with our readership and we’re on a great trajectory. So there hasn’t been a stumbling block.

I think that at some point we’ll reach that maturity level and that’s when we’ll probably see a few stumbles along the road.

Samir Husni: I receive a lot of your emails, so I see that there is even more than the magazine…

Jeff Greif: Everything that we do is 360; we have a magazine, a tablet version, a website and we do events for clients because in the spirits industry events are very important. And we also work with our advertisers to help get their messages out through editorials, product-shots and through drink recipes. So everything we do is 360 and we also have email blasts; we have 20,000 opt-in subscribers for our email blasts.

Samir Husni: Compared to all the other spirits magazines and alcohol magazines; you mentioned that you always have a celebrity on the cover and always have some positive spin and you also have fun with the magazine. Tell me more about that DNA that you adapted for Chilled.

Jeff Greif: Our magazine is divided into three parts. We always have the celebrities as an overarching theme and that’s what makes us different and we try to get the celebrities involved in every part of the magazine, so that’s kind of our gift wrap, if you will.

The meat of the magazine is new products, so we try to work with our advertisers and non-advertisers to tell our readers what is new and innovative that’s coming out.

The second part of our book is about the people that make the industry happen and I think a lot of our competitors are following on the bandwagon on this. I think there were a lot of pictures of parties from other magazines and we wanted to do something where we tell our readers what other people are doing, how they are successful in the industry, so we do stories about bartenders, brand managers, presidents; people who make the spirits industry happen.

And then the editorial well is about the spirits themselves; it’s the story behind the distilleries, a story about a particular brand, and again, it’s about celebrities. A lot of celebrities own brands; such as George Clooney owns a particular brand or Kathie Lee Gifford owns a vineyard and that’s always interesting. So that’s our “gift wrap” on top of everything else and that makes it fun.

Samir Husni: In 2008, when the economy busted and technology burst onto the scene; did that in any way change your thinking about magazine publishing?

Jeff Greif: No, it didn’t. I’m fully behind magazines and magazines have lived through television, they have lived radio and they’ll live through the Internet, but we have to adapt and make our magazines a little bit easier to read, such as with smaller stories. But I think people still want the visual product. I also think everyone needs to be a 360 company.

We’re doing an original edit for our website and we have a tablet edition, but our magazine is thriving.

Samir Husni: Is print still your major source of revenue or is it the events; what’s your balance in that area?

Jeff Greif: Print is still our number one source.

Samir Husni: For Chilled is the glass half-full or half-empty; what’s the future?

Jeff Greif: I think our future still remains very positive. People are still very interested in the magazine; I think we’re doing something different in the marketplace and I think that they like the way that we work. This year we broke a few accounts and next year they’re not going to be supporting the trade spirits market, but they still want to figure out a way to work with us because we’re adaptable. We listen to what our client’s needs are and we don’t try to sell them something; we try to help them grow their business.

Samir Husni: Tell me a little more about that adaptability and the DNA that makes you continue to tick and click with the consumer.

Jeff Greif: I think again it’s the product that we offer, it’s a great product. I came from Condè Nast and Hearst before I started with Chilled and those are consumer magazines, and I think that we made Chilled look beautiful; we have glossy pages, spreads in the front of the book, we look like a consumer magazine, so even though we’re a trade magazine, the brands love it because there is a luxury perception about it.

They also can get in the magazine, people like the brand managers and the brand presidents, so they feel good about the magazine and I think that’s why we’re doing so well.

Samir Husni: Anything you’d like to add?

Jeff Greif: Just that we’re very excited about the publicity that is going to surround the October issue. It will have a triple cover and this will be our first “spectacular” cover such as this and I believe it’s really going to take us to the next level.

Samir Husni: My typical last question; what keeps you up at night?

Jeff Greif: (Laughs) Not having enough time during the day and just trying to do everything we have to do. We’re a small team and we wear many hats and I love what I’m doing so I’m always staying up to think of more ideas.

Samir Husni: Thank you.