T.O.F.U. Magazine
T.O.F.U. started in 2007 after the success of two independently published cookbooks and a vegan dining guide to Halifax, Nova Scotia, Canada. Based on the feedback and interest in these publications, the other founder and I decided to commit to something more substantial to try and promote veganism as far as possible. Within a couple of issues, the magazine was being read around the world and contributors were providing their voices to fill T.O.F.U. with thoughtful articles, recipes, city and country reviews, art, and more.
Through a number of years, and plenty of internal changes, T.O.F.U. is now a pay-what-you-want digital publication overseen by myself. Still offering a platform for writers around the world to share their voice, the magazine’s audience continues to grow. With a pro-intersectional, anti-oppression focus, T.O.F.U. aims to extend the conversation beyond the plate to promote change not only within those who still consume animals, but also within vegans as well.
My Role
As Co-Founder of the magazine, I’ve been involved with T.O.F.U. from the start. Like so many of my endeavours, I’ve worn plenty of hats overseeing the magazine’s growth into its second decade of existence. In general, I identify myself as the Co-Founder and Editor, but that really just scratches the surface.
Online Development
On a daily basis, I work to promote the brand and the message of the magazine through various social media platforms, including Facebook, Twitter, YouTube, and Instagram. As an international publication that is independently produced and published digitally, T.O.F.U.’s online presence plays a crucial role in its success, and I’m happy to say that it continues to grow and adapt to the ever-changing online landscape.
Speaking of adapting, I also personally undertook the development and implementation of a new online store to address a number of concerns, both from readers and myself, about the previous platform. While still maintaining the pay-what-you-can model for each issue to ensure greater access to readers, the current store offers a responsive design, better payment options, and improved analytics. Through its implementation, I have seen a drastic increase in the number of paid sales and I am better able to understand many aspects of my customers.
Creative Direction
For the majority of time that T.O.F.U. has been in publication, I’ve also maintained the position of Creative Director in regard to both the production of each issue and the general branding and identity of the company. For years, I’ve worked with illustrators, designers, and photographers to ensure the vision I have for the magazine is achieved, and I’ve also undertaken many of these tasks myself at times.
Whether its the cover concept or an illustration for a specific article, I’ve maintained a key role in the creation of numerous pieces while ensuring those involved were also happy with the final product.
Over the years, I’m happy to say that my efforts have been noted countless times, both by readers and those contributing, and I believe my attention to detail and the need for the visual elements of T.O.F.U. to play a role in its activism is one of the main things that separates the publication from similar magazines.
Media Relations
Although some of the platforms have changed (and some have even disappeared, including Google+ and MySpace), I’ve been working with the media to draw attention to the magazine and its various endeavours since its inception.
Since that time, I’ve written countless press releases, done interviews for podcasts, blogs, magazines, and more to ensure the magazine’s audience continues to grow despite the ever-changing landscape of both publishing and media.
Thanks to my efforts, T.O.F.U. has obtained media coverage through outlets around the world for such things as issue releases, promotional tours, and a crowdfunding campaign. As an added bonus, this coverage has not only helped to broaden the magazine’s audience, it’s also helped to expose new people to veganism and animal rights.
Event Management
Due to my nearly-constant desire to travel, as well as my interest and previous experience in the music industry, I’ve planned and managed several tours and promotional events related to the magazine.
In 2009, I planned the first T.O.F.U. Tour with musician Amanda Rogers, and we travelled across both Canada and the United States of America for over a month with her guitar player. As an independent endeavour, the whole tour was booked, promoted, and overseen by us with stops in major cities across both countries.
In 2011, I planned a smaller tour across Canada on my way to speak at the Vida Vegan Con in Portland, Oregon, U.S.A. Once again, this tour involved a number of vegan musicians, as well as local organizations that were invited to table at each event.
In 2015, I coordinated another North American tour, which involved cities in both Canada and the U.S.A., including Toronto, New York City, Denver, Austin, Portland, and Vancouver (British Columbia, not Washington). Once again, each event focused on showcasing local vegan musicians as well as activist organizations, and the majority were all-ages.
Along with these tours, I was also involved with launch parties for the magazine, two related cookbooks, a dining guide to Halifax, Nova Scotia, and the crowdfunded anthology, The Book of T.O.F.U. In all cases, I coordinated with local organizations, musicians, media, venues, and other people to ensure each event was a success.
Merchandising
Of course, what event is complete without some merchandise, right? As a publication that has been solely digital for many years (not withstanding the printed anthology), T.O.F.U. has also released limited numbers of shirts, tote bags, and even aprons to help promote the brand in the real world.
In all cases, I’ve been involved in basically every aspect of the production of each item. From the creative concept to choosing an ethical manufacturer, I’ve spent countless hours around sourcing materials, coordinating shipments, and numerous other tasks involved with producing physical goods while also maintaining a high standard in regard to the environment, workers’ rights, and other issues.
Apron Photo Credit:
Jackie Sobon (veganyackattack.com | @veganyackattack)
Taken by Caroline Netschert, @wakeupcaroline on IG/Twitter