Vapor Digest #3 The Trade Publication For The Vapor Products Industry
Issue link: http://vapordigest.epubxp.com/i/442928
28 Patrick V* Butson The Rise of Vapor Patrick Butson: I think the main thing for me because I'm boot-strapping it and I don't have the financing and the backing of some of the existing magazines that might want to get into the space. They would have the funds and the people and the pipelines to overwhelm me with financial might, so that's obviously a concern. I'm glad I was the first, but I don't think I'll always be the biggest, that's not important to me. But as long as I always have my niche and my certain specialness, then I think I will have accomplished what I wanted to accom- plish. Samir Husni: There's a saying in our business: there are the groundbreakers, the copycats and then there are the cheap imita- tors. And being a groundbreaker; do you think that a year from now you're going to be surrounded by competitors and copycats? Patrick Butson: I do, yes I do. It's already happening a bit. The tobacco industry's trade publications have a couple of them that have combined with a vapor publication. On the lifestyle side there's several already out, with more coming every day. I think the thing that's going to make or break the vaping lifestyle magazines would be the one that has maybe a celebrity on their cover first. And I don't know any celebrities. So I think that a publishing firm that already has celebrities on their roster and lined up would be the first to have one on the cover actually vaping, making them similar to how Cigar Aficionado now always has a famous person on their cover smoking a cigar. And I would think that would really establish that lifestyle magazine for vaping to have a high- end star on their cover; I believe they would definitely take the lead Samir Husni: There have been so many things that you have done digitally and we do live in a digital age; what made you decide on print for your magazines? Patrick Butson: Although I had my degree from Harvard Divinity School and had written many theological things, albeit not necessar- ily published; I've been a printer for 25 years. Printing is what I do and so I think the reason I chose print is because I personally would rather have a really nice magazine in my hand. If you see my magazines, you'll note that they're on really high-quality paper, highly varnished, nice binding; they just look good. And that's important to me. I really wanted it to be something that a consumer would want to hold in their hands and read. Samir Husni: And now I see that you're coming out with a book? Patrick Butson: Yes, I sent you a copy. Samir Husni: Yes, I'm looking at it now. It's not only a showcase for the vapor industry, but it's also a coffee table-type book. Patrick Butson: Very much so. That was my plan from the beginning, to make it a coffee table book, mainly because I want people to flip through it. Also because I kind of did it backwards; I figured out how big I wanted it and how I wanted it to feel and look and I went to the bookbinder and he told me I needed 144 pages and I thought it's going to be hard for me to fill 144 pages; I'm going to need a lot of pictures. (Laughs) Another reason that I decided to do it that way is because I want people to read it. I'm going to be giving many of them away, mailing them out to people in the industry. It's one of those things where I want you to look at it; I designed it where each page has its own integrity, its own little story. Where people may want to only look at one page, but you can learn something from that particular story. Samir Husni: So what's next for Patrick? Patrick Butson: Well, I'm still operating in the red, so I'm hoping to start breaking even soon. That would be a great goal to reach. And I just want to keep doing it and doing it well. And I hope it becomes this thing in the industry where I'm one of the people that everyone looks to for hope. Right now, vaping and e-cigs, the essence of them are filled with controversy and anxiety, who's right and who's wrong, and I'm trying to just send a more positive message and if I can continue to do that, I will be happy. And I hope people in the industry will allow this technology to become the gift to mankind that I feel it was meant to be. Samir Husni: As you're talking, I realize how many hats you have worn and still wear: printer, theologian, visionary and missionary for the industry now? Patrick Butson: Maybe, maybe so. Mission- ary, I've never thought of it in those terms, but you're right. I think you're right, because that's what I'd like to do. That would be fine with me. Samir Husni: My typical last question; what keeps you up at night? Patrick Butson: The fact that in doing this, it's taken a lot of work and a toll, not only on me physically, but it's really taken a toll on my relationship with my family. It's just one of these things where I'm not sure if it's worth it. And that's what keeps me up at night; is this effort, which has caused a lot of stress for me and my family with the traveling, because I go to all of these vape shows and I'm tired when I get home and I don't spend as much time with my family; is it all worth it? Are all the sacrifices my family has had to put up with, worth it? They didn't volunteer for this, after all, I volunteered them for it and that's what bothers me and keeps me up at night. Samir Husni: Thank you. Mr. Magazine TM The Theologian of Vapor: Patrick V* Butson