Off the record with Megan Wray Schertler
print media, advertising, and Reykjavík tips
‘Off the record’ is Playground’s newsletter series, where we invite friends, acquaintances, and individuals we admire to share their creative thoughts and explore the art of playfulness.
Playground readers,
We’re back with our interview series, with a little rebrand. Part of studio playground ethos is to bring more honesty and transparency to the creative industries, so these newsletter conversations are now called off the record. Here we’ll continue to invite curious people from our circle to share some behind the scenes (and slightly juicy) bits, because let’s be honest, the best parts usually stay “off the record”.
In this one, we welcome Megan Wray Schertler, someone I’d call a studio friend by now. We got connected through our magazine distributor, and Megan helped us look at Playground with a fresh perspective. And we did!
Megan’s experience is impressive. She’s a leading voice in print first strategy, the creator of Magazine Accelerator, and co founder of In Real Life Media. Formerly Publishing Director at Highsnobiety, she has worked across titles like Fantastic Man, Document Journal, Interview, CR Fashion Book, and Hypebeast.
With all of that, I couldn’t think of a better person to talk to about the print media business; whether print advertising really works, and what we should be reading this year. Her off the record note was spot on, and her Reykjavík tips made us dream about a trip there. Enjoy!
How did you get into print media?
I made my very first magazine when I was 8; “Meg Mag.” It was the front and back of a sheet of paper, and I convinced the local Blockbuster to “stock” copies at their check-out counter. I was much more interested in my distribution strategy than I was about making content which, in hindsight, was a sign of how my career would evolve.
What’s the most common misconception about the print media industry?
There are so many misconceptions! They keep me up at night and I rant about them weekly in my newsletter.
Print media in 2010 was…
valuable
2026 print media will…
be even more valuable
but in 2036…
will be absolutely essential.
Your favourite title(s) right now.
This is SUCH a tough question for me but I’d say Serviette, Playground, Merde, Hydra Book Club Journal, Viscose Journal, Untapped, Above the Fold, and Elastic are titles I have been referencing a lot recently.
Title(s) that made the biggest impact.
I luckily was surrounded by such a dynamic mix of printed matter as a kid, and I think that mix really shaped how I think about the power of “niche”. Titles like The Paris Review, Interview, Chesapeake Bay Magazine (I have such a soft spot for regional titles), and Jane Magazine. Omg, and of course George.
Titles that ‘came back’
I was thrilled that Dossier came back, and also am super happy that Life is relaunching. Mike Rogge has also done a stellar job bringing Mountain Gazette back in a big way.
Title(s) you wish would come back
NOVA, WET, The Village Voice
How, and when do you carve time to read magazines?
I read for an hour before bed every day, and always have a stack of magazines with me on flights. I refuse to use wifi on flights. Reading print magazines while 30,000ft in the air feels so luxurious; why waste being in the clouds on checking your emails?
Does print media advertising work? If so, how and how could brands lean into it?
Print media is the best way to build brand loyalty. Brands need to learn to trust print publishers, as they know best how to speak to their audiences.
Any good advertorial examples, or your favourite cases?
The print zine that i-D did in partnership with Substack. Genius.
Can print media be a “business”? If so, how?
Yes! Founders usually get so focused on their content idea but they have to be clear on their full brand ecosystem (distribution, DTC, content extensions, etc.). I developed a program called the Magazine Accelerator to help publishers create a roadmap for their print businesses.
Off the record, I’d say that…
When, in 2026, someone tries to convince you that print is dead, they are really telling you that they don’t read and have very shallow curiosity about the world. It has nothing to do with the realities of the print industry. Politely ignore them.
Fire Questions
What has been taking up the most of your mind lately?
Developing a new P&L (profit and loss) template for magazine businesses. Publishers deserve an easier way to get clear on their business, so we’re launching a new financials-focused workshop this Spring. I’m determined to make the P&L template as comprehensive as possible.
What is one subject you’ve been interested in recently that is completely unrelated to your area of work?
Learning how to predict when the Northern Lights will appear above our apartment in Reykjavik.
Where would you take us if we asked you to give us a one-day tour of the city you live in?
I feel so lucky to live in Reykjavik part of the year. Anyone visiting has to start the day at Kaktus cafe in the National Gallery, the go to one of the pools (we’re lucky to live just one block away from Sundhöllin), have the fish of the day for lunch at Tivoli, attend a talk or exhibition at marvaða’s new space in Grandi, grab a copy of Reykjavik Grapevine to see what other art exhibitions are on, and then end the day with a burger at Snaps in their new location inside Hlemmur Mathöll and drinks at Hotel Holt.
Snap a picture of your creative space / work desk right now! No cheating - do not tidy up.
I’m in a bit of a crisis moment because I’ve run out of shelf space!
What are the books/films/podcasts/any piece of media that truly influenced how you perceive creative work?
The video game Myst.
If you had one extra day in a week - what would you use it on?
Sleep. It’s where we do our most important work.
What is the one fail you made in your career that you would be happy to repeat?
Dropping out of college. I had graduated a year early from high school, so the fact that it took me 10 years to finish my BA degree felt like a major failure at the time. In hindsight, it gave me time to explore what I was really passionate about and gave me real-world experience before finally landing in my dream course at Central Saint Martins. It was a valuable lesson in not just doing something because you think you “should” be doing it, and that you always can change your mind.
What are the ways you incorporate play into your daily work?
I honestly approach my daily work like I’m playing Myst; an immersive journey of exploration and puzzle-solving. I’ll sometimes even project difficult scenarios onto Myst island in my imagination as a way to put my intuition and imagination in the driver seat.
One advice I wish I never had
A male boss once advised that I should smile more. At the time, I internalised it to mean all sorts of things about my actual job performance and personality. In reality, I now know it was just really lazy and inappropriate advice.
How do you play?
Travel is a big source of play for me; I love exploring and having new adventures. It was my favourite thing to do as a kid, so making travel a priority in my life now feels like a way to constantly stay in my inner-child excitement realm.
To keep up with Megan and her work, check out her strategy studio for magazine publishers, In Real Life Media, or marvaða, where she’s the Head of Brand. Also, on Instagram: @m.schertler , @inreallife.media , @marvada_creations
Print opportunities with us!
Want to be featured in Playground Magazine? Our Open Call for Issue 5 is open now. You have 10 days before the deadline, don’t miss your chance - all the details in the link!
Want your own publication? We got something for you too - make a newspaper & get it printed for free! This could be a great community project, promotion for a small business, or a pilot before something event bigger.
Let’s meet in Stockholm on the February 5th!
Stockholm Design Week might officially not be happening, but the grassroots movement in the city is big – and we’re happy to join the effort alongside Form Us With Love.
We’re kicking it off with our first talk on 5 February at 18:00, on the topic: “What are design weeks and festivals for?” from the ground – representatives from Nordic fairs and design weeks on why (and how) we still meet in real life.
TALK + PARTY February 5th, Thursday, 18:00–22:00 (or later)
Housekeeping
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Thank you for supporting & reading,
Auste & studio playground team
How did I not know about Chesapeake Bay magazine??!! 🫨