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Lessons for the Food Industry from Featured Influencers | 2021-04-23

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Since the start of the COVID-19 pandemic, the share of the food industry’s marketing dollars spent on digital media has risen sharply, and a growing share of that spending has been directed to so-called social media influencers. . The meteoric rise of such an influencer in a seemingly unrelated economic sector – cosmetics – deserves the attention of grain-based foods.

A December feature item in Food sector news cited data showing that influencer marketing generates five times the engagement of conventional advertising. While influencers are often teens or adults in their early 20s, they build dedicated followers from like-minded people. As the head of an influencer marketing agency said, “Whether it’s a tube of toothpaste or a food item, if someone you trust says to you, ‘ I really like this product, ”your interest in trying and purchasing this product will increase dramatically.

the Food sector news article describes how food companies have partnered with micro-influencers (those with 1,000-100,000 followers) and macro-influencers (100,000-1 million). A recent profile of a very popular influencer on the social media platform TikTok offers some insight into the direction the influencer phenomenon could take.

If there is value in aligning with an influencer who has 50,000 or 500,000 followers, what is the value of an influencer with 5 million or 50 million? One of those people, Addison Rae Easterling, amassed over 79 million global TikTok followers in just over a year and was featured in a recent feature New York Times Magazine Reportage. Using the five times multiplier cited above, Ms. Easterling, 20, has the same marketing power as a conventional advertising program targeting the 330 million men, women and children in the United States.

Ms Easterling, who was also covered by Forbes and Business intern and appeared on “The Tonight Show,” has now partnered with Ipsy, a beauty subscription service, to introduce a line of cosmetics mailed out for $ 12 per month. The products are sold under the Item Beauty brand and are designed to be practical, storing in a small bag.

In addition to exploring how someone posting one-minute dance videos attracts so many followers so quickly, the Time also describes the changes taking place in the cosmetics industry. The commonalities with the food industry were striking. Like baking, cosmetics was largely a local industry until the early 1900s when many big brands were introduced, often by immigrants. For example, Maksymilian Faktorowiz emigrated from Russia to the United States in 1914 and changed his name to Max Factor. Although not a necessity like food, clothing, or shelter, cosmetics show resilient demand in times of economic downturn. the Time estimated, citing data from Euromonitor, the size of the US market at $ 92 billion.

Like food and many industries, the shift to online cosmetics sales accelerated during the COVID pandemic. Sharing data from the NPD group, the Time said direct sales of retail cosmetics fell 4% in 2020, compared to an overall decline of 19% for high-end beauty brands. Traditional beauty brands have struggled to stay relevant, with established products often criticized for their lack of innovation.

The vitality of the cosmetics industry is sought by moving away from promoting an unrealistic ideal of beauty in favor of a celebration of self-expression and well-being. It’s hard to overstate the potential value to the industry of partnering with a spokesperson who delivers such a message in a way that is considered authentic. Helping consumers develop a healthier relationship with food is an equally monumental challenge.

In addition to her new line of cosmetics, Ms. Easterling has signed deals with American Eagle and Spotify. She also worked with Coca-Cola. Forbes called Ms. Easterling TikTok’s biggest income in 2020 at $ 5 million. This figure looks set to increase rapidly in 2021. Grain-based food companies shifting their marketing investments to digital media would be wise to stay tuned in to this emerging segment.



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Blue Diamond launches baking mixes and cups made with almond flour

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Blue Diamond Growers, a world leader in the marketing and processing of almonds, has announced the launch of two new products, Baking mixes and tasty little mug, to meet consumer demand for healthier options in the cooking aisle.

Baking Mixes and Tasty Little Cup will be available in May in grocery stores nationwide, following the successful launch of Blue Diamond Almond Flour in 2020.

“We offer an alternative to traditional bakery products from a recognized brand that consumers trust when it comes to delicious almond products,” said Maya Erwin, vice president of innovation and of R&D for Blue Diamond Growers. “Blue Diamond is committed to creating healthy, better-for-you options that showcase almond-based ingredients in innovative ways. “

Blue Diamond’s baking mixes are made with finely sifted almond flour and provide consumers with a healthier option for daily baking and on special occasions and provide an ideal texture in the finished baked product. Each blend contains 10 ingredients or less, is dairy free, certified kosher, and verified by a non-GMO project. They come in four versatile flavors: Brownie, Chocolate Cake, Chocolate Chip Cookie, and Yellow Cake.

Tasty Little Cup is a gluten-free and dairy-free option with almond flour as the main ingredient, and is Kosher Certified and Non-GMO Project Verified. Consumers can simply add water to the mug and microwave it for 60 seconds for a treat. It comes in four flavors: Melted Chocolate Cake, Diced Almond Brownie, Chocolate Cake and Confetti Cake.



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UGA alumni launch e-newsletter for Generation X | Arts & Culture

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On social media and in the news feed, it’s hard to scroll without stumbling across a story about baby boomers, millennials, or more recently Generation Z. However, there is a generation that is often left out.

Mark Putnam, 2010 University of Georgia graduate, is co-founder with fellow UGA alumni of The Fast Times, a weekly e-newsletter targeting Generation X. With a nostalgic twist of the ’80s and’ 90s , each article mixes the popular culture of Gen X with today’s crucial topics.

Every Friday, The Fast Times publishes a new article that tackles an issue affecting both Gen X and adjacent generations, educates readers about youth, culture and jargon, and highlights an MTV-style clip. Every Monday a second email newsletter, The Mixtape, is released with a themed Spotify playlist and a collection of links to that week’s pop culture events.

Showcase Generation X

The Fast Times is meant to bring together generations living in inexplicable times, ranging from those who grew up as the world’s first generation after the internet was invented, to the younger Gen Z growing up during COVID-19.

“There are many parallels between Generation X and Generation Z throughout the lifespan, facing macro-global events with the ultra-rapid evolution of technology,” Putnam said. “We want to create a smart conversation between Generation X, their children and their parents from the perspective of people who grew up in strange times.”

Putnam said he and his co-developers decided to target Gen X because of the marketing divide that existed for people born between 1965 and 1980.

“There are still more than 60 to 80 million [members of Gen X] around the world, but they’re not heavily marketed, ”Putnam said. “Generation X is at the top of their game, but there isn’t necessarily a product for them. So that’s what we’re trying to build.

Design-wise, The Fast Times is reminiscent of the popular zines of the ’80s, where people made magazines that were small and easily distributed. Their creators often gave them away for free to increase the spread of their opinions on music, film and other cultural enthusiasts.

Each new post is meant to generate an effective and informative conversation on issues important to encourage dialect rather than division.

“We’re not necessarily trying to take an angle or a perspective, but mostly we’re trying to show both sides of a situation,” Putnam said. “I think it’s been refreshing for this audience because we’re not trying to start fights or create a generational war. We are trying to create a place where people can remember but also learn something new.

Connect the generations

During the Fall 2021 semester, Jennifer Osbon, Professor of Digital Marketing at UGA, will guide her students through studying The Fast Times to understand its business plan, social media approaches, and growth opportunities. from a product and social point of view.

Steve Denker, board member of the UGA Digital Marketing Committee, will work closely with Osbon and his students on marketing and branding.

“It’s about bringing a real-life experience to your classes,” Denker said.

Denker said that by highlighting the parallels between Gen X and Gen Z, UGA students might find a connection to The Fast Times.

“Many of our generations are similar in terms of not asking for permission, taking risks and taking risks, doing what feels right and being true to ourselves,” Denker said. “That’s why [The Fast Times] is not just for Gen X. It’s something we think students at UGA and everywhere would love to read.

From there, the Fast Times team looks forward to continued brand growth and the potential exploration of other digital media avenues.

“We’d like to switch to podcasting where we sit down two people of completely different ages and backgrounds to talk about the commonalities that they didn’t even realize they had,” Putnam said. “We have big plans for where this thing could go.”



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Health clubs in Northern Ireland will open on April 30, group exercise must wait until May 24

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By Tom Walker Apr 16, 2021

Health clubs and gymnasiums will be able to open their doors for individual training on April 30.

As with other home countries, however, indoor group exercises will have to wait a bit longer – in the case of Northern Ireland, until May 24.

Outdoor competitive sport, meanwhile, will be back on April 23.

The announcement was made by Prime Minister Arlene Foster, who revealed last night (April 15) plans by the Northern Ireland executive office to lift lockdown restrictions across the country.

“As of April 30, individual activities in gyms, swimming pools and other large venues are permitted – including with a caregiver and to allow 1-2-1 training / coaching with social distancing,” Foster said. .

“The competitive outdoor sport will return a week earlier (April 23), with a number of participants limited to 100 and no spectators allowed.”

Other operators in the leisure sector that have been given a reopening date include outdoor tourist attractions – including outdoor activity centers – which can now begin to prepare for a relaunch date on the 23rd. April. Indoor attractions will have to wait until May 24.

Spas and beauty salons are not specifically mentioned in the press release, although the British Beauty Council highlighted the reopening of “close contact services” – including training – on April 23 by appointment only as a potential date of release. ‘interest.

The board said it would update its members once the guidance is released in full.

Arlene Foster said: “This is a historic day for Northern Ireland as we move firmly and confidently on the road to recovery.

“I am happy and proud that through our collective efforts we have reached a point where we have established a good level of control over the virus. “

To see the full press release and reopening dates published by the Executive, Click here.



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Lack of exercise is the biggest risk factor for death from COVID-19

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By Tom Walker Apr 14, 2021

The study found that consistent adherence to physical activity guidelines was strongly associated with a reduced risk of serious complications from COVID-19 / Shutterstock / De Visu

Lack of exercise is a leading cause of death from COVID-19, according to new research, with only advanced age and organ transplantation leading to increased risk.

Lack of exercise creates higher levels of risk than smoking, obesity, diabetes, high blood pressure, cardiovascular disease and cancer

A large American study, published online in the British Journal of Sports Medicine today (April 14, 2021), suggests that physical inactivity could more than double the risk of dying from the coronavirus.

The study found that patients with COVID-19 who were consistently inactive during the two years before the pandemic were more likely to be admitted to hospital, require intensive care and more likely to die than patients who consistently followed physical activity guidelines.

As a risk factor for serious complications from COVID-19, physical inactivity was only surpassed by advanced age and a history of organ transplants.

Study author Dr Robert Sallis said: “It is remarkable that being constantly inactive was a greater risk factor for severe COVID-19 results than any of the medical conditions under -common and risk factors identified by the Centers for Disease Control, with the exception of age and organ transplant history.

“In fact, physical inactivity was the most important risk factor for all outcomes, compared to commonly cited modifiable risk factors including smoking, obesity, diabetes, high blood pressure, cardiovascular disease. and cancer.

“Therefore, we recommend that public health authorities inform all populations that in the absence of vaccination and compliance with public health safety guidelines such as social distancing and the use of masks, the practice of an activity Regular physical activity may be the most important step that individuals can take to prevent serious COVID-. 19 and its complications, including death. “

To explore its potential impact on the severity of the infection – from hospital admission rates and the need for intensive care to death – researchers at Kaiser Permanente Medical Center in California, US, compared these results in 48,440 adults with confirmed COVID-19 infection between January and October 2020.

The average age of the patients was 47 years and almost two-thirds were women (62%). About half had no underlying medical conditions, including diabetes, COPD, cardiovascular disease, kidney disease, and cancer; almost 1 in 5 (18%) had only one; and almost a third (32%) had two or more.

All had reported their level of regular physical activity at least three times between March 2018 and March 2020 in outpatient clinics.

This was classified as consistently inactive (0-10 min / week); some activity (11-149 min / week); or always follow the physical activity guidelines (more than 150 minutes / week).

Some 7 percent consistently followed physical activity guidelines, while 15 percent were consistently inactive, with the remainder reporting “some” activity.

Some 9 percent of the total were admitted to hospital; about 3% required intensive care; and 2 percent died.

The study found that consistent adherence to physical activity guidelines was strongly associated with a reduced risk of these outcomes.

After accounting for potentially influencing factors – such as age and underlying conditions – patients with COVID-19 who were consistently physically inactive were more than twice as likely to be admitted to hospital as patients who had more than 150 minutes of physical activity each week.

Those who were inactive were also 73% more likely to require intensive care and 2.5 times more likely to die from the infection.

Patients who were consistently inactive were also 20% more likely to be admitted to hospital, 10% more likely to require intensive care, and 32% more likely to die from their infection than patients who were active regularly. physical.

Liz Terry, editor of HCM, said: “These findings build on previous research that established the positive effects of activity on COVID-19 outcomes, but which has been largely ignored by governments. Surely this large-sample study must now clearly demonstrate the importance of exercise and lead to a new focus on physical activity by policy makers at the highest level.

“We also need greater appreciation from governments for the valuable role that gyms and health clubs play in making exercise accessible and affordable for the masses.”

Commenting on the results, Huw Edwards, CEO of ukactive, said the results provided a “wake-up call.”

“We know that physical inactivity is one of the leading causes of death and disease around the world and UK activity levels are not where they should be, weakening us against COVID-19,” Edwards said.

“The government has the opportunity to prioritize physical activity through increased investment, tax and regulatory reform, and to start improving our national well-being in the wake of this crisis.”

To access the full study, click here for the British Journal of Sports Medicine.



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You can now participate in the World Leisure Innovation Prize

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Opening of the application process for the International Innovation Prize

Now in its ninth year, the award celebrates organizations that have implemented creative solutions

Registrations are accepted from all areas of recreation

The winner will be promoted during the various WLO events and will have the opportunity to present the project at the 5th World Leisure Expo & Forum

The World Leisure Organization (WLO) has opened the registration process for its International Innovation Award.

Now in its ninth year, the award celebrates organizations that have implemented creative solutions that promote local, national or international recreation opportunities for the benefit and development of individuals and communities.

Applications are accepted in all areas of recreation, including (but not limited to) health and fitness, sports, attractions, arts and culture, wellness and outdoor recreation and must demonstrate originality, creativity and innovation related to:

– the process (vision, management and communication)
– resources (financial and human viability, such as volunteers)
– partnerships and community involvement
– outings (program, events and facilities)
– the results

WLO says that an entry can be “a new idea or it can mean finding creative, leisure-time solutions to existing problems and problems.”

For a list of previous winners and more information on the award, Click here.

The winner of the World Leisure International Innovation Prize 2021 will be promoted through UNWTO’s various international communication and publication channels, including through the network of UNWTO Affiliate Members (including UNWTO, ANZALS, ALS and ISTO).

The winner will also have the opportunity to present the project at the 5th World Leisure Expo & Forum in Hangzhou City, China in October 2021.

Previous editions of the World Leisure Expo & Forum, in 2011, 2017 and 2019, attracted more than 15 million visitors from China, Asia and the world.

To access the WLO Innovation Prize application file, Click here.

HCM, Spa company, Management of attractions, Leisure possibilities and their parent company, Leisure Media, have been media partners of World Leisure since 1985 and support the organization’s position that recreation is a basic human right.

About the World Leisure Organization

Established in 1952, the World Leisure Organization is a non-profit, non-governmental organization made up of individuals and organizations from around the world. The most valued partnership of the World Leisure Organization is its recognition as an advisory organization to the United Nations Economic and Social Council.

This recognition provides WLO with a platform to support the work of the United Nations by reflecting its goals in the programs and services of the organization.

The World Leisure Organization believes that well-chosen leisure experiences improve the quality of life for everyone, from childhood to the end of life. WLO attracts its members from all parts of the world and various fields of interest, including travel and tourism, parks and recreation services, arts and culture, sport, health and fitness, theme and entertainment centers and educational institutions.

Sign up here to get the weekly Spa Business and Spa Business Insider Magazines ezines and each issue of the Spa Business and Spa Business Insider Magazines free digitally.



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Disney to open the Avengers campus at Disneyland, California on June 4

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Avengers Campus at Disneyland California Resort in Anaheim to open June 4, 2021

The attraction is the first of three Avengers campuses to open

Walt Disney Studios Park in Paris is set to open a campus later this year, followed by Disneyland Hong Kong in 2023

The announcement comes as Disney announced more details on its plans to reopen the Disneyland Resort

Disney has confirmed that it will open its highly anticipated Avengers Campus at Disneyland California Resort in Anaheim on June 4, 2021.

Based on the Marvel Cinematic Universe, the California Park Theme Area will be the first of three Marvel Campuses developed by Walt Disney Imagineering on three different continents.

The other two will open at a later date at Walt Disney Studios Park in Paris, France (opening later in 2021) and Hong Kong Disneyland (2023).

The California campus will be located on a site previously occupied by A Bug’s Land and will be anchored by Guardians of the Galaxy – Mission: Breakout! attraction.

Other campus attractions include Web Slingers: A Spider-Man Adventure, Sanctum, and Avengers Headquarters.

Web Slingers is an interactive ride that takes guests on an adventure alongside Spider-Man, while visitors to the Sanctum will meet Doctor Strange, who will open their eyes to the mysteries of the multiverse.

There will also be themed dining and retail experiences, including Pym Test Kitchen, an Avengers-themed restaurant; WEB Suppliers, a store offering Marvel costumes and gadgets; and The Collector’s Warehouse, with memorabilia and memorabilia.

The announcement comes as Disney revealed details of its plans to reopen the Disneyland Resort.

Disneyland Park and Disney California Adventure Park will reopen on April 30, 2021 – but only California residents will be allowed to visit the parks, and in groups of no more than three households, according to state guidelines.

Disney’s Grand Californian Hotel & Spa will reopen on April 29, 2021, while Disneyland Hotel and Disney’s Paradise Pier Hotel will remain closed and reopen at a later date.

The Downtown Disney District is open to select stores and restaurants.

A Touch of Disney, the new limited-time paid Disney California Adventure experience, which is sold out, will continue as planned until April 19, 2021.

For more information on the new Avengers campus, Click here.

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Ethiopia’s wheat and maize production surges

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ADDIS ABABA, ETHIOPIA – Ethiopia’s wheat production is on the rise as the government has devoted more resources to the production of products such as irrigation and input supply, according to a report by Global Agricultural Information Network (GAIN) of the United States Department of Agriculture (USDA).

Wheat production for the 2020-21 marketing year is expected to reach 5.1 million tonnes due to a small Desert Locust infestation, resulting in losses in quantity and quality.

However, USDA’s forecast for Ethiopia’s wheat production for MY 2021-22 is expected to reach a record 5.18 million tonnes. Wheat production in Ethiopia is limited to smallholder farmers who use rain-fed agriculture, but the government recently allocated $ 6 million to create better irrigation, input supply and machinery rental services.

Ethiopia remains a net importer of wheat, importing about 25% needed to meet domestic demand. The USDA predicts that the country will import around 1.5 million tonnes.

The USDA forecasts Ethiopia’s maize production in MY 2021-22 to be 8.63 million tonnes. Maize production in Ethiopia has increased over the past 20 years due to improved hybrid seeds, increased food and feed demand, fattening of livestock and dairy development. The country is expected to import around 35,000 tonnes of maize during the 2021-2022 marketing year using food aid alone.

Sorghum production in Ethiopia is facing an infestation of locusts and weeds. The USDA predicts that commodity production will remain at five million tonnes in MY 2021-22. Ethiopia is expected to import 25,000 tonnes of sorghum in MY 2021-22 to meet consumer demand of 5.17 million tonnes in the same marketing year.

Based on the construction of a new malt house and increased demand for food and feed barley, Ethiopia’s production of this product has increased. The USDA estimates that Ethiopia’s barley production for the 2021-22 marketing year will be 2.36 million tonnes, a slight increase from the previous year. Barley imports in marketing year 2021-22 are expected to total 4,000 tonnes, as domestic production is expected to meet local demand.



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CRUDE Media celebrates 10 years of zine

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A ‘zine is a small magazine with a circulation limited to 1,000 copies or less. Often xeroxed and assembled by hand, “zines” have served as an alternative means of communication and sharing.

“Zines are rooted in a true ‘do it yourself’ philosophy, often with hand-drawn elements sharing personal stories.

I published a zine in the early 1980s for almost a decade. It included art, collages and poetry as well as music reviews. It has become a way to interact with poets and artists from all over the country. It was a wonderful outlet as it connected me with others and we felt we had a place where sharing our unique art and language was safe and welcome.

The spirit of the ‘zine is alive and well in Hutchinson. An entourage of local artists has been creating a zine called “Crude” for over ten years. The team behind this post has also grown a business that encompasses the inherent philosophies of the zine: foundation, creativity, and community.

Emilio Martinez, one of the three founders of Crude ‘zine and Crude Media describes their beginnings.

“Crude Zine started with a few of us who wanted to collectively bring our artwork to town through a DIY zine. This inspiration came from seeing what other artist groups were doing. We’ve shown artwork, linked people to movies made by our friends, given a place where people can post their writings or recipes, we’ve promoted concerts and local businesses, ”he said. .

The evolution of the paper version of Crude to a business model was an organic transition.

“Crude has grown from a free magazine to a nonprofit idea and ultimately to a business. The biggest evolution came from pushing him into a multimedia production company. Previously, everything was just the magazine that relied on artist submissions. Although we accepted donations, we did not expect any payment for the magazines. Said Rodrigo Velazquez, also founder of the company.

Crude Media is managed by Velazquez, Martinez and Sage Pina.

Crude Media is a multimedia cooperative that provides photography, videography, design and marketing services to regional businesses. Crude is made up of artists and creators who help entrepreneurs with a variety of business needs.

Crude also creates collaborations with local musicians in their 1st Ave Sessions, which can be found on their Facebook page, https://www.facebook.com/CrudeMedia620. Also check out all other creative endeavors.

“My favorite part of rough is that it suits all skill levels. Whether you are a beginner or a vet, we have made a home for everyone to coincide and grow together. Crude is always being inspired to create things that motivate people to create. »Explains Sage Pina, one of the three founders.

The development of such creativity can be difficult in a small community.

“But the important thing is to realize that in the 21st century, we have the opportunity to connect with people who are not part of our community. We can exist here while being able to go beyond our borders, ”said Velazquez.

Martinez agrees.

“Having a smaller community and working with a lot of the same people over the years really makes the collaboration or working on these projects better and the outcome better. I think having this small community and the right people seeing your vision has really helped us get to where we are, ”said Martinez.

To preview what Crude is all about, the Hutchinson Art Center, 405 N. Washington, will be exhibiting Crude Zines and Cover Art, April 15-29.

Those who come to visit are encouraged to bring their own art submission which will be used for the interactive exhibit and a future zine. Submissions can be artwork, photographs, recipes, movie / music reviews, event announcements, show flyers, poetry, comics, creative writing or to advertise of your local small business. Submission dimensions should not exceed one 8.5 by 11 sheet of paper and all writings / poems / recipes should not exceed 250 words.

Crude Media is managed by Rodrigo Velazquez, Emilio Martinez and Sage Pina.



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Big Little News brings 250 magazines and newspapers to the Seattle Capitol

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Once ubiquitous on sidewalks and street corners in every metropolitan city that peddled the headlines of the day, newsstands have all but disappeared over the past two decades as digital news has taken over the newspaper industry. the impression. But two longtime business owners on Capitol Hill are banking on people’s nostalgia to flip through the glossy pages of a magazine with their new business.

Big little news opened last month in the Capitol Hill neighborhood, occupying space on East Pike Street once occupied by vintage No Parking store.

With over 250 foreign and domestic magazines, zines, and newspapers for sale, the store stands as one of the few remaining stores solely focused on preserving print media in the new digital age.


“Print matters,” said co-owner Joey Burgess, who also owns LGBTQ nightlife establishments Queer Bar, Cuff Complex and The Woods. “We believe it is a metropolitan necessity to have newsstands, magazine stores and bodegas on our streets. We also wanted to have a media design approach.”

Burgess opened the store with Elliott Bay Book Company Managing Director, Tracy Taylor, who provides numerous book and magazine recommendations. The two have seen Capitol Hill change over the years and hope their storefront adds another unique element to the bustling neighborhood.

“We have seen with our own eyes how Capitol Hill has experienced explosive growth and faced many challenges in recent years,” said Taylor. “In the midst of the pandemic, Joey and I felt compelled to work together to create something that cultivates community and curiosity.”

According to Capitol Hill in Seattle, it’s been over a decade since the neighborhood had a newsstand, as Broadway News closed in 2010. Likewise, Pike Place Market’s First & Pike News closed in 2019 after more than 40 years of ‘activity.

Beyond the magazines, newspapers, zines, and books you’ll want to display proudly on your coffee table, the store also sells champagne, wine, beer, and other sundries.

The store also launched a bimonthly subscription packages that can be shipped nationwide filled with exclusive magazine titles, specialty snacks, stationery, and other curated goodies.

“We hope that our dreamy little shop around the corner becomes a rare mainstay in this neighborhood we call our home,” said Burgess.







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