Need

Questions with Editor Kelly Kinnunen

1. What do you consider the single most important achievement your magazine has accomplished in today’s marketplace?

NEED proves that there is a broad audience for a publication focusing on humanitarian issues. A very diverse audience, ranging from high school students to politicians, doctors to designers, CEO’s to inmates in juvenile detention and so many more. 

2. Looking back, what was the most important hurdle you were able to overcome?

Attracting photographers, writers and support staff during a time when there was no money, all we had to offer was an opportunity to make a difference in the lives of others.

3. What was the biggest pleasant surprise?

The response from readers! I once spoke at a facility for juveniles that had been convicted of violent felonies. The administration told me to expect to be disrespected and that the boys would not pay attention. I passed out the magazines to these 50 boys and they transformed into thoughtful, empathetic, concerned young adults. I could see the light bulbs go on in their heads as they asked meaningful questions. They were intrigued, they were engaged but most of all, they showed real concern and empathy. This is just one example and to tell all of the stories in their entirety would take up hundreds of pages, so I will just quote some of our readers.

“NEED is a thought provoking passionate magazine, which moved me to action.” – Anthony

“I wanted to thank you and your staff for producing such an incredible magazine. Yours is one of the best I’ve ever seen for being a catalyst for inspiring people to get involved, rather than overwhelming them into guilt. The latter always seems to be only a short-term bandage to a massive need. I really got the sense that you are building something that will hopefully challenge and move people to do something that is long-term and sustainable.” – Lee

“NEED is a powerful teaching tool in my classroom. You have created a terrific resource.” – Paola

Those are just yesterday’s comments. We have also heard many stories of readers volunteering and donating because they were inspired by stories in NEED.

4. What is the biggest challenge you are facing today?

Getting the word out about NEED is our biggest challenge. If people do not know about NEED, they will never read it or share it with others. Once people are aware of the magazine, they tell eight or more others about NEED, which makes word-of-mouth our most powerful marketing tool.

5. Imagine you have a magic wand and you can strike the magazine and make it human? Describe that human being.

This human would be a change-maker and an inspiring individual that offers hope to those around them. This human would also be beautiful; a work of art in and of themselves that people from all walks of life would be attracted to. And most of all this human would be a selfless, compassionate person that treats everyone with dignity and respect. 

6. The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?

Seek advice, and when it is given, consider it – even if you initially may disagree with it. That being said, I would also advise someone stay true to their goals, but do not be so rigid in those goals that they cannot see when change is needed to improve their product. This person may also want to consider having their head examined, prepare to be poor, work more than anyone else they know and purchase an air mattress for the office for that last push before print.

7. Finish this sentence: In 2011, your magazine will be…

NEED magazine will be one of several successful tools produced by NEED communications that creates awareness and inspires people to become involved in humanitarian issues.