Mr. Magazine™ Interview: Laura LeBleu Is Giving Gen X a Magazine of Its Own
At a time when so much of publishing is focused on digital platforms, algorithms and AI, Laura LeBleu is building something deliberately different with Geezer, an oversized, independent print magazine created for Gen X and rooted in her belief that there is still something powerful about holding a magazine in your hands.
The idea came from a simple realization that LeBleu couldn't find a publication speaking to Gen X the way she wanted to be spoken to, particularly as the generation moves through its 50s and early 60s and faces a very different set of questions about work, family, culture and life. With no traditional publishing background and a career rooted in theater, she decided to create the magazine she wanted to read herself.
Even the name Geezer reflects the sensibility LeBleu is trying to capture. She sees it as distinctly Gen X, a little irreverent and tongue-in-cheek, while also making clear that the magazine isn't interested in defining its audience by age alone. What matters is whether the stories and point of view resonate with the people who pick it up.
Print was central to the idea from the beginning because LeBleu believes people are increasingly overwhelmed by the constant flow of digital information. She describes much of that content as “empty calories” and sees print as an antidote, something that allows readers to slow down, focus and spend real time with a story. That thinking extends to the physical magazine itself, from its striking 11-by-15-inch size to the heavy, tactile paper she insists on using.
While Geezer certainly taps into the shared memories of a generation, LeBleu doesn't want nostalgia to define it. She estimates that 60 to 65 percent of the editorial mix is focused on the issues Gen X is confronting today, with reported pieces and narrative nonfiction exploring what it means to move through middle age while still acknowledging the experiences that shaped the generation.
The creative vision may have come naturally, but turning that vision into a sustainable publishing business has been another story. LeBleu is candid with Samir about the financial challenges, the rookie mistakes and the reality of learning circulation, subscriptions, technology and operations while continuing to create the magazine. With nearly 500 annual subscribers and its third issue on the way, she is now focused on building the business foundation that will give Geezer the opportunity to grow.
What began as a magazine is also becoming a larger idea. LeBleu can envision Geezer growing into a media organization and community, with gatherings, a podcast and other opportunities for people to connect, while keeping the magazine at the center of it all.
In his latest Mr. Magazine™ interview, Samir Husni talks with Laura LeBleu about creating Geezer, betting on print in a digital world, learning the business of independent publishing and building something that speaks directly to a generation she believes has been largely overlooked.
