I first came across little Magazine last August, when it celebrated its first birthday. Since then, I have been flipping through a few issues of the quarterly magazine for parents and I have to say I'm pretty impressed by the dynamic mix of articles on all aspects of child growth, and the best of Singapore's culture, design, fashion, film, travel and entertainment for the modern family.
And to mark little Magazine's 2nd anniversary this month, I got the opportunity to interview its Publisher and Creative Director, Mr. Kenneth Tan.
Me: Tell me more about yourself and your family.
Kenneth: Previously, I was the group creative director for several magazines (fashion, society, home, food, etc - about 24 titles in all). I spearheaded the creative direction of leading publications in Singapore and overseas. I took a sabbatical from publishing and spent several years lecturing graphic design in Blackburn University, United Kingdom and also in China. Subsequently, I returned to Singapore and headed a design school. But went back to publishing and started little.
I'm happily married for 15 years to my wife, Belinda. I have 2 kids Ian (13 years) and Rain (12 years). We are a very out-spoken family unit as we believe in space to express and grow.
M: Why was little Magazine started?
K: little was born from the passion to do something different and bring back the interest in reading a physical copy. Holding a book/ magazine has a sort of connection, by flipping the pages, by touching the texture of the page; it somehow makes you connect more.
M: What was the original idea behind the magazine?
K: To create something that as a parent, I can relate and could go to for information and latest trends regarding the whole family. Something that parents can truly connect with, which is refreshing and sincere.
M: What's your day like as a Creative Director at little?
K: Long long hours, juggling between shoots and meetings. But I do really enjoy my work, so no complaints.
M: What makes your magazine different from others on the market?
K: little's one-of-a-kind place on the media market can be attributed to the following elements: Firstly, it reaches out to affluent parents between the ages of 26 and 46. These parents are well-educated, well-travelled, and thirst for credible information which helps them in their busy lifestyles. Secondly, the look and feel of little places it in the niche it occupies.
From the cover, the inside pages, to the back cover, little keeps a consistent and cohesive look in terms of colours, layout and content themes. little’s branding gives it a strong identity which is immediately identifiable, recognised and loved by our loyal readers and supporters.
M: Where do you get inspiration for articles and themes for the magazine?
K: We keeps ourselves updated on the latest developments in the different sections that make up the magazine. lifestyle, entertainment, education, mental and physical health, and last but not least, important parenting tips. We explores ideas and sources for experts on topics as well. In this way, we assure that our readers are getting expert tips and advice from professionals related to subjects the team writes on.
We also seeks feedback from readers and partners on what kind of articles they look forward to read in little. Some stories are influenced by our own experiences while growing up, adapted to today’s tide and time of course.
M: What is your advice to parents who are looking through your magazine for the first time?
K: Take your time! little is a magazine to be enjoyed slowly, and fully. Look at all the details on a page that gives the magazine its identity, its character. little is not a newspaper with a short shelf life. Most of the articles apply to the readers’ way of life, or how they wish to live, what advice they wish to implement. little has a lot of substance that needs to be absorbed with time. Enjoy the clean layout and the colours, the design. The magazine is like a piece of artwork that can be seen again and again, a piece at a time. There will always be something new to discover.
M: Is there anything else you would like to share with my blog's readers? Upcoming from you or your magazine?
K: We would like readers to reach out to us, let us know what THEY wish to read about, what they think we should write. Our objective is to ensure that little remains a point of reference for parents. We want to encourage a dialogue between new readers, existing readers and future readers. We would like them to share their parenting experiences with us, on our social media pages too.
Coming up in little are important, and sometimes funny articles on exams, Christmas,going back to school, basically all the issues that affect a young family from the months of November to January. We would like little’s community to grow and we invite your readers to join us.
little is available at all major bookstores, selected newsstands and petrol kiosks. For more informaton, visit little.sg or stay updated at its Facebook page.