Tribal 2.0: Re-Tooling a small-circulation magazine for the 21st century

This report uses Geist magazine as a case study, in order to address the ways in which Seth Godin’s tribal theory can benefit small-circulation magazines. By “tribe,” Godin means the phenomenon whereby groups form around ideas irrespective of the limits of geography. By employing multiple platforms – artifactual, ritual, and virtual – small-circulation magazines can support their own tribes: idea-driven communities. The report focuses on how the use of all of these platforms has helped Geist to spread its ideas about literary and visual arts and culture in Canada. It also discusses the successes and challenges inherent in that progression and the reasons why it needs to take place, such as the movement of readers online and the resulting changes to the marketing and editorial process.