INSELBERG: The SUPERIOR MAGAZINE describes itself as a magazine for the creative scene, combining fashion, design, music, art and culture. Is this particular blend your “secret sauce”, your competitive edge towards other lifestyle magazines?

Tom Felber: Yes, that is for sure one of our factors of success. Right from the start, combining the diverse creative segments was important to us. Bringing these different parts together adds up to more than the sum of its parts. That’s why five years ago we decided for Aristotle’s well-known quote “The whole is greater than the sum of its parts.” as the motto for our first issue.

When you look at the shares of the particular areas against the entire content, fashion, art and design are overrepresented. This is going to change in the near future. With the September launch of our exclusive app magazine we added Food & Travel as well as Business & Politics to our usual categories Fashion & Style, Art & Design and Culture & Entertainment. We see a high demand of these categories among our readers.

Another unique characteristic of Superior is the variety and combination of our channels. A great example for this is our new app magazine. On your tablet or smartphone you won’t just find the same content as in the digital magazine or on our website. The app magazine is independently designed and features unique content. This content may be interlinked with the digital magazine as to create the perfect fit of content and design for any given channel.

A great example for our combination of content and channels is the fashion editorial “I’m the boss – Why the hell not”, which was produced by Yannic Pöpperling featuring the Inselberg models Stella and Kevin. The same editorial is depicted very differently, whether it’s shown in the app magazine or in the digital magazine. Thereby, the medium determines the form of the content’s presentation.

INSELBERG: An important part of Superior Magazine are the high quality fashion editorials. How are these editorials produced? And how can one participate, e.g. as a photographer, a stylist, or a model?

Tom Felber: Our fashion editorials can be split into three different categories.

First, we get a lot of submissions from photographers and stylists from all over the world. From those, our team choses those which fit our upcoming issue the best.

Second, we receive concept ideas for editorials from photographers and stylists. When we believe a realized editorial concept suits us, the team gets a confirmation and the editorial goes into production. The final decision if we’ll feature an editorial in one of our issues is made on basis of the final product though.

Third, we also produce fashion editorials ourselves using a certain motto or occasion. We usually work with photographers we’ve already worked with – so those are mostly photographers who handed in editorials previously and whose quality we are assured of. What’s more, we are in contact with a lot of agencies. With stylists, it’s basically the same. Nevertheless, there is also the option that the photographer brings in the stylist due to successful former collaboration. As for models, we have a lot of model agency contacts. Normally, we request models from all the modeling agencies and go all the way from finding the suitable model to the final booking. For the “I’m the boss – Why the hell not” shooting, we booked models from INSELBERG for the first time. Having only one platform to perform all the steps within the model booking process really eased our work on selecting and booking the models.

INSELBERG: What is SUPERIOR looking for when it comes to selecting and curating the fashion editorials?

Tom Felber: That’s a mix of different criteria. The photography’s quality is paramount. If the quality doesn’t suit the magazine, we won’t publish it. The story is also important. It has to be interesting and diversified. Further criteria are the quality of the models and the depicted fashion. We discuss every submission within team whereas each opinion has the same weight. This democratic process is important to us. Interestingly, this mostly leads to clear outcome. If an outcome shouldn’t be clear for once, Yannic as person responsible for Photography & Video and I have the final say.

INSELBERG: What constitutes an outstanding model for you?

Tom Felber: First, there isn’t just one outstanding model that suits it all. For each editorial, there is a certain perfect model that suits it the most. Especially the looks are crucial here. Nevertheless, there are characteristics an outstanding model needs to have. Amongst others, versatility and the ability to translate the photographer’s requirements into poses. Further, I think discipline is really important. It starts with punctuality and is manifested throughout the whole shooting. We realize time after time that, the more disciplined everyone on set is, the better atmosphere, the more fun, and the better the results.

INSELBERG: Tell us more about what your plans are for SUPERIOR. What are you up to?

Tom Felber: We want to continue on our path to build a truly multimedial magazine. An important building block is our new app magazine. It features a lot of possibilities we couldn’t make use of with our prior media. This doesn’t mean we’re loosing sight of print – the medium we started with five years ago. We just establish more areas and try to combine different media. The next 12 months for sure will be very thrilling, since the Superior-family will grow further.

Tom Felber has worked in advertising for many years within several leading roles, amongst others at BBDO and Publicis. In 2010, he co-founded SUPERIOR MAGAZINE and runs it as CEO.