Peeps issue 2
Delivered to Stack subscribers in  Jul 2016

by Stine Fantoft Berg in July 2016
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Combining first-person narratives with expert analysis, Toronto-based Peeps magazine uses an anthropological understanding to investigate the cultural undercurrents shaping society. 

Keep scrolling to read our interview with the publisher and creative director…

Greg Salmela

Job title
Publisher and creative director

What is Peeps?
Have you ever wondered about the cultural undercurrents that shape and create the changes in our world today? Peeps is a magazine that delivers engaging first-person narratives and expert analysis from researchers around the world who are capturing the shifts, ebbs and flow of culture right now. And all of this integrated with beautiful photojournalism and design.

What makes it different to the rest?
The mandate of news journalism is to focus on events, but by contrast, Peeps places context before events. The magazine investigates the underlying cultural realities that ultimately can give rise to the events that news journalism reports.

Our readers see the value of a deeper, more nuanced understanding of the world, one that isn’t simply black and white. This has never been more relevant or important.

Who makes Peeps?
A small and brilliant team of enthusiastic academics and professionals.

Who reads it?
Peeps is both smart and very readable. It is a magazine, not an academic journal – its stories are living, fascinating accounts of contemporary human affairs. Our readers are curious about people – in many cases because what they do is tied to understanding people. Therefore, a good number of our readers are designers, entrepreneurs, journalists, urban planners, anthropologists, teachers and students.

Why do you work in magazines?
When I was 10 my friends were playing Batman and Robin, but I was playing publisher. Eventually, I published my first real magazine while in high school. So it’s in my blood.

Aside from the print magazine, what else are you involved in?
I am a principal in Aegis, a Toronto brand design firm that uses anthropological research in its methodology.

What would you change about Peeps if you could?
I would love to see Peeps reach a wider, more mainstream audience without losing its soul.

Where do you see Peeps in five years?
We are just at the beginning. By five years, I expect to see Peeps having extended its brand into other media and opportunities to connect with its audiences. And I see our business diversifying by duplicating the Peeps model in new and different markets.

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