Return to Origin Iolite vol. 2 Editor's Postscript

In the run-up to the launch of Iolite, I visited nearly 30 bookshops in Tokyo to talk to the booksellers who come into contact with the magazine on a daily basis, as was the case with Iolite's first issue. Unfortunately, the number of bookshops is gradually dwindling, and some of the bookshops I visited will cease operations in a few days.

The Japanese publishing industry has a ‘consignment system’ whereby books can be returned within a set period of time. Around 30% of books and more than 40% of magazines are returned unsold to bookshops. Although it depends on the subject matter handled, it is not surprising that magazines, which are published to sell relatively fresh information, are more likely to be returned.

The consignment system may seem to make bookshops feel relatively secure in their purchasing, but in reality this is not the case. The rising cost of shipping when returning books due to high prices also seems to be an issue. To solve these problems, some bookshops sell unsold magazines as sale items. They say that more than 90% of sale items are sold, and although sales are lower, costs such as return postage are reduced, making it easier to secure profits.

Under these circumstances, what should be done to get people to pick up Iolite? What should we use as a benchmark to make it an unprecedented thing, even though it is a business magazine? If it is a forecasting figure, it could be raised, but the accuracy of the forecast will be lower than in situations where you can utilise measures that have been taken in the past.

It is possible to build up the numbers using my own empirical material, but it is an add-on. I have experienced that my past achievements could not be used as a substitute for a business card if I changed industries. If you enter a world that is bigger than the industry you were active in, there are many fierce competitors who have a different order of magnitude of fame. If you try to compete with such fierce competitors based on false images such as the number of followers, you will not be taken seriously.

However, when I explained that I had created this, the colour of their eyes changed dramatically. I realise that in an environment where various industries will probably start melting into each other like gradients, it is very important to have something in your portfolio that says you made this.

Recently, I've been thinking about ‘Iolite-ness’ at all hours of the day. I now have a strong desire to make a magazine that exudes ‘Iolite-ness’ from every page. It's at times like this, when you have an unshakeable axis, that a mysterious encounter comes along. I was deeply involved in the creation of the cover and main interview for this issue of ‘imma’ from start to finish, working together with creative professionals.

It was a stimulating and valuable experience that lifted my lid in a good way. Those who have read this magazine may have already seen the catch, but I dare to leave here once again the important words I was taught, which will be an important guideline for establishing a brand in the future.

‘It is egoism rather than balance that makes people admire and identify with something.’

Thankfully, I've had the opportunity to work with many other creatives - writers, cameramen, designers, editors. I have the privilege of working with many other creators. I get goosebumps when I see a work that looks as if the creator himself has taken over the work, with no corners cut. That is why I want them to have confidence in their own precious works, which they have created at great cost.

I am more than happy at the moment when I can confront professional work. Iolite promises to continue to be a hub for creators.