Irene Smit champions enduring power of paper with Flow Magazine

The intuitive approach of Flow

Flow magazine, known for its focus on mindfulness, creativity, and small joys, was launched in the Netherlands in 2008, quite literally from the attic of a house. Since then, it has weathered significant changes in the publishing landscape. From transitioning between publishers - moving from Sanoma to WPG, and then to Roularta - to facing industry-wide declines in magazine sales, Smit has navigated these challenges with a steadfast belief in the magazine's core values.

"I still stand by my statement that I do not believe in driving by numbers or doing things because someone thinks it sells better," Smit asserts. "I just don't believe it works that way. I still believe that Flow is proof that if you have something on your feeling, that works."

This intuitive approach has served Flow well. The magazine remained relatively resilient in the face of declining sales for longer than many of its counterparts. This month, Flow Magazine's editorial team was recognised for their exceptional work, winning the award for best editorial team at the Dutch Mercurs, the prestigious trade awards for magazine media. However, current industry-wide trends have begun to affect Flow as well, presenting new challenges for Smit and her team.

Dare to stand out 

One of the most striking aspects of Smit's approach is her unwavering belief in the power of paper. In a world increasingly dominated by digital media, Flow magazine stands out for its tactile quality and emphasis on physical interaction with content.

Smit has become an advocate for the role of paper in mental health, giving lectures on how paper can contribute to wellbeing. This focus on the tangible aspects of reading and creativity aligns perfectly with Flow's ethos of mindfulness and slow living.

Psychologie magazine, now under Smit's editorial direction, recently published an article exploring five reasons why we love paper:

• Improved reading skills: Reading from paper improves reading comprehension. Research shows that we understand and retain information better when reading from paper compared to a screen.
• Better concentration: Paper is less distracting than a screen. You can concentrate better and remember the information more effectively.
• Less screen time: We already look at screens so much. Reading from paper is a good way to give your eyes a rest.
• Enhanced creativity: Drawing, writing, and crafting with paper stimulates creativity.
• Relaxation: Paper provides calm. It feels nice and smells good. Moreover, you can easily make notes on it.

Celebrating paper: The Book for Paper Lovers

Twice a year, Flow produces a unique publication called the Book for Paper Lovers. A light version is released in spring with a dedicated theme; the most recent issue was the Mental Health edition. The full most recent version of the Book for Paper Lovers was number 12. This book consists of more than 300 pages full of paper goodies without text. The intention is for readers to tear everything out and use it. Each edition is different and has its own theme but always includes stationery, stickers and cards, folding projects, posters to hang, and writing and colouring spaces—all created by illustrators from around the world.

The Book for Paper Lovers is the number one selling magazine in Barnes & Noble bookshops (mid-November 2024), proving the excitement about its renewed introduction to the US market.

Supporting mental health through paper

In a remarkable initiative that underscores Flow's commitment to the power of paper and mental wellbeing, the magazine has donated 10,000 copies of the Book for Paper Lovers to mental health partners of the Museum of the Mind (Museum van de Geest). This donation aims to support creative activities and mental health in care institutions throughout the Netherlands.

The Museum of the Mind makes mental health a topic of discussion and offers a place where art, creativity, and science come together. Through personal stories, science, contemporary art, and life questions, visitors to the museum discover more about their own mind and that of others. In 2022, the Museum of the Mind was named European Museum of the Year for its innovative programme on mental health.

This collaboration between Flow and the Museum of the Mind highlights the potential of paper as a tool for relaxation and creativity in a world full of digital stimuli. It's a testament to Flow's dedication to promoting mindfulness and mental wellbeing through tangible, offline experiences.

Adapting to new realities

As part of the transition to Roularta, Smit has taken on increased responsibilities as editor-in-chief of Psychologie magazine. This expansion of roles has brought both challenges and opportunities.

Despite the increased pressure and smaller teams, Smit remains committed to Flow's editorial approach. She believes that the magazine's messages about slow living, conscious living, and small happiness are more relevant than ever in today's fast-paced world.

As Flow continues to evolve, Smit is particularly excited about the relaunch of the English edition, which was paused during the COVID-19 pandemic. Her enthusiasm is palpable when discussing the new edition, especially the cover featuring a powerful woman with vibrant colours. "Sometimes I choose an illustration with my heart directly, of which I think this is what we want to feel now," she explains. The magazine now boasts Dutch, French, German, and English language editions, reflecting its international appeal and Smit's intuitive approach to design and content.

Ready for expansion

As Flow continues to evolve, Smit is particularly excited about the relaunch of the English edition, which was paused during the COVID-19 pandemic. Her enthusiasm is palpable when discussing the new edition, especially the cover featuring a powerful woman with vibrant colours. "Sometimes I choose an illustration with my heart directly, of which I think this is what we want to feel now," she explains.

Readers have expressed their excitement on Instagram about the upcoming English version, with comments such as: "So excited! The world does need this magazine," "Finally! I feel like I have just died and gone to heaven!" and "This is a balm for our anxious nervous systems."

The magazine now boasts Dutch, French, German, and English language editions, reflecting its international appeal and Smit's intuitive approach to design and content.

Additionally, Flow is focusing on outreach projects, including collaborations with museums and guest lectures, to increase visibility and reach new audiences. The School of Flow, an online training platform, is being reimagined in collaboration with Psychologie, offering a blend of creative and psychological content.

"We need to go out more," Smit explains. "There are still a lot of people who don't know it or have a wrong perception of Flow. So I thought we need to create some clearer image in the outside world around Flow."

The future of print in a digital world

Smit's journey with Flow magazine serves as a compelling case study for the enduring appeal of print media in the digital age. By focusing on quality content, tactile experiences, and messages that resonate with readers' emotional needs, Flow has carved out a unique niche in the publishing world.

As the industry continues to evolve, Smit's approach offers valuable insights for other publishers. Her emphasis on intuition, coupled with a deep understanding of the magazine's audience, demonstrates that there's still a place for print media that offers more than just information – it provides an experience.

In a world where digital overload is increasingly common, the tactile, focused experience of reading a physical magazine like Flow offers a much-needed respite. It's a reminder that sometimes, slowing down and engaging with physical media can be a form of self-care and mindfulness practice in itself.

As Smit continues to navigate the changing landscape of publishing, her commitment to the power of paper and the importance of creating content that speaks to readers' hearts as well as their minds remains unwavering. In doing so, she's not just preserving a magazine – she's championing a way of life that values slowness, mindfulness, and the simple joy of turning a page.