WHAT IS MAG TO MAG
Mag To Mag is the event conceived and organized by Frab's Magazines where the world of niche and collectible magazines from around the world connects. They talk, share, find new tools, new paths and opportunities, join forces, and realize their beauty.
After the success of the first edition held in Bologna in 2023 and the second edition in Milan in 2024 with an audience of nearly 5,000 users, we arrive at the third edition with the same mission: to gather the many energies, ideas, and turbulences that gravitate among this small niche of paper lovers and create new synergies, amplifying the sound of paper and the clean noise it can make.
With a strong international focus, Mag To Mag was created to exchange opinions and views, get to know each other, but above all to provide the independent magazine sector with practical and concrete tools to grow and become a reality that can transcend the shell of a small niche.
The success and strength of Mag To Mag are its publishers and their creative drive. From 50 at the first edition, in 2025 there will be over 80 publishers from all over the world who will animate the market area. Numerous training events and in-depth talks on this sector will also be held. Furthermore, for the first time in 2025, we will host two exhibitions dedicated to graphic design and visual culture, in collaboration with IUAV Venice and AIAP, the Italian Association of Visual Communication Design.
WHERE AND WHEN
The third edition of Mag To Mag will be held on 13 and 14 September 2025 in Milan at BASE ( Via Bergognone, 34 ). Access to the market and main talk is completely free, Eventbrite registration is recommended.
Opening hours, the workshop and talk schedule can be found here . The exhibitor list can be found at this link .
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What to expect from Mag To Mag:
FOR INDEPENDENT MAGAZINE FANS
- A focus on the European magazine market with international guests
- Public talks with prominent guests from the independent publishing world
- One-to-one discussions with publishers, printers, and distributors
- Market with a selection of the best international publishers
- Two collateral exhibitions to inspire you and discover true archival gems
FOR PUBLISHERS OR ASPIRING PUBLISHERS
- Training and tips on how to sell magazines
- Training on printing and collaboration with printing houses
- Training on editorial distribution in Italy and Europe
- Meeting with other publishers and industry professionals
FOR DEALERS
- An opportunity to view magazines before purchasing them
- A unique opportunity for B2B meetings directly with magazine publishers
- Sales management training
We wake up every day convinced that quality and attention to detail are the only way to ensure the healthy growth of the cultural world. That's why all publishers and guests are carefully selected by Frab's to ensure those who come to Mag To Mag experience something essential to us: attention to detail and quality.
The main events and the market are completely free and open to the public. Workshops are paid and have limited seating.
WHO WE ARE
Mag To Mag is the international festival dedicated exclusively to niche magazines, organized by Frab's Magazines & More .
Frab's is the Italian company specializing in the selection and culture of niche magazines. Founded in 2019 in Forlì with an online shop ( frabsmagazines.com ), since February 2024 we have also managed our Milanese store entirely dedicated to niche magazines.
Frab's was founded with the mission of fostering independent magazine culture in a country like Italy, still tied to the idea of magazine publishing as meaningless mainstream tabloids. Beyond sales, our activities in promoting independent magazine culture are numerous. We organize the How To Make a Magazine course, which trains aspiring and new publishers on how to create a magazine. We share magazine content daily through our social media channels. We write reviews of major magazines. We organize and participate in conferences and talks on the world of magazine publishing.
Frab's is a project conceived and created by me, Anna Frabotta , a journalist and fashion publishing professor, who has been passionate about publishing since childhood. After years spent editing local marketing magazines, I opened Frab's Magazines with my partner Dario in 2019 with the specific aim of bringing the independent magazine culture, much more widespread and developed in other European countries, to Italy.
Over the years, I've encountered a stimulating environment and people capable of creating true editorial masterpieces, from publishers to authors to graphic designers. I've toured trade fairs in Italy and abroad and understood the enormous communication potential that independent magazines bring.
What's often missing are the right contacts and knowledge on how to publicize, communicate, and sell such sensitive products as magazines, allowing them to continue their journey. So, I tried to create that event. Here's Mag To Mag!