InVertum magazine concept

Tue, 27 Oct 2009 02:11:42 +0300

The new old magazine. It is hard to think of anything new in diver’s magazine: these specialized magazines, «widely known among few people», are quite similar one to another in different countries, they emerge, as soon as diving industry is being developed, and then, in many respects, dictate fashion for its development.

Diver’s interests are regarded as following: training, equipment, travel, destinations, dive-sites. But “Who is Mr. Diver»? What does he do in-between dive trips, what eats and drinks, where he lives and what car he drives, what books he reads, films watches, and music listens? First of all, the diver is a human being! All of us, divers, are different people, but everyone is devoted person, eager to share the hobby with friends and just people, to tell about what he saw under water, and to show. Therefore our new old magazine InVertum again … about diving. From the new point of view.

Idea. InVertum is the magazine about divers and for divers.

Goal. To provide divers with all the necessary information «about diving» and not only; to expand an outlook, both under, and over water, showing and telling about all interesting, old and new, - to support the diver in his hobby, constantly opening all new sides; to tell people about one of the most interesting occupations - scuba diving.

Evolution. InVertum magazine is the project of the best Russian professional diving media team. Experience: creation (1998) of the “Octopus" magazine, the first Russian full color diving magazine, and its publication for 10 years (since July 2008 “Octopus” magazine was not published); magazine «Octopus PRO» (2001 – 2005); the annual catalogue «Ocean of Options» (since 2005). In 2008, after 10 years of monitoring development of diving in Russia and throughout the world, emerging, blossoming and fading of too many divers magazines, the time to climb (or if we speak about depth, descend) to the new level, came. Thus the IVoctopus magazine was created . In order to fulfill obligations to subscribers, in the second half of 2008 3 issues according to the Octopus schedule were published: August-September, October-November, the December. Since the beginning of 2009 InVertum magazine appeared, still keeping all the best features of magazines – predecessors, and with new look at the diver - as the Person.

InVertum is printed magazine. And here is its strong point. Editorial team consider, that rumors about dying off of printed magazines and total transition of readers into Internet are a little bit exaggerated. As well as theatres and live concerts exist in the era of TV, printed publications were, are and will be published, distributed and bought by customers. What for? To satisfy aesthetic, moral, educational and (even!)information requirements of readers. People enjoy opening a magazine on a train coach, starting to far-away countries … reading an interesting article in a country house in front of a fireplace … watching great pictures of excellent polygraph quality … receiving pleasure from interacting with the product of polygraph art where work and inspiration of its creators were put in. The place of InVertum magazine is not in a garbage tank with "Cardboard-paper" title, but on a book shelf. It is object of multiply use, the magazines are collected, kept in libraries, lending to friends to read.
It is naturally, that with bimonthly release (periodicity of the magazine is 6 times a year), it is impossible to keep hot news and urgent information. For this purpose serves official web-site of the InVertum magazine www.ivmag.org (see below).

InVertum. Creative Director wrote real treatise about name of the magazine (see below). 4 issues are published already, and name InVertum still intrigues and generates new interpretations. Readers see ciphered DIVE (InVErtum) in it, and even, for some reason, compare with «perpetuum mobile». This comparison seems the most exact to our feelings: yes, we have started this engine and we are not going to stop.

Contents and magazine structure. Scuba diving as a style of life: travel, expeditions, history, diving education, underwater art projects, festivals and competitions, dive-shops’ life, underwater sports, photo and a video shooting, equipment, extreme, technical diving, including cave diving. Underwater world and its inhabitants: marine sciences, ecology, medicine and physiology; sea history, history of development of diving business and diving, - and also all other themes, interesting to the DIVER – the PERSON who loves LIFE and OCEAN.

InVertum magazine: 96 pages, quality polygraph. Each issue includes 10 – 15 big separate articles, and «Ocean of events» section - selection of short abstracts, covering 6-8 pages.

Constant headlines, "Travel" section: “Manual”, Drive and Dive, travel of dream, log-book, Expedition; Live elements; Equipment; Sea Library; Readers’ letters; Last page – announcement or outstanding event. Quite often polemic article is accompanied by opinions of experts – respected Russian and foreign divers. Magazine structure is flexible, along with constants various "floating" headings exist: Diving ABC, Master class, Underwater archeology, Bottom ghosts, etc.

Publication schedule. InVertum is published 1 time in 2 months (6 numbers in a year). 2009: №1 – February, №2 – May, №3 - July, №4 — September, №5 — November, №6 — December, January.

Distribution. InVertum is distributed via subscription ("Rospechat" and «APR» catalogues), and also there is editorial subscription (courier delivery is available in Moscow), also from abroad. The magazine is being sold in specialized shops and dive shops throughout the whole territory of the Russian federation.
It is in open sale in all big cities of Russia.

Direct mail: to scuba equipment manufacturers worldwide, Educational agencies, u/w festivals, selected resorts and dive-shops, foreign dive magazines.

World diving community. The InVertum magazine takes part in major diving events and festivals all over the world: BOOT (Düsseldorf, Germany), the World festival of underwater pictures (France), DEMA-show (USA). In 2010, besides «the musts», we plan to take part also in yacht festivals and travel exhibitions, divers’ conferences in Europe and America. The magazine supports specialized exhibitions and festivals in Russia: The Golden Dolphin, Fishing and hunting on the Volga river, Active tourism and recreation, DiveExpo, Silver Shark, WATER WORLD, «Tourism. Sports. Recreation. Health resorts», and abroad: Epson Red Sea photo contest (Eilat, Israel), «Aphrodite, the Cyprian experience» (Larnaka, Cyprus).

Official web-site of InVertum www.ivmag.org does not copy the printed magazine, there are daily updated news, announcements of actual events and reports, actual and archival articles, additional information, supplementing the published articles, videos, competitions and projects, blogs, useful references.

InVertum projects: «New range of freedom – for handicapped divers», «Dive in Russia», “Wreck time movement”.

Project etymology

Tue, 27 Oct 2009 02:08:03 +0300

InVertum – this word does not belong to any dictionary. Nevertheless, it is not just senseless collection of sounds. More than that, this selection of letters host remarkable blend of senses! But – step by step. In summer 2008 we gathered together - our new editorial board composition. Very soon the first issue of the “IV octopus” magazine appeared, the first step towards presenting of our new project. From the very beginning we placed “IV” as the Roman numeral “four”. From one hand, it is right, it is the fourth mutual project, carried out by our team. But this “IV” has also another meaning, it is abridgement, looking like consonant script. Meet InVertum!

So, what does it mean? This is our new project. The word was born synthetically, by interbreeding of various ideas and words: 8 words from various languages serve as basis for this mix.

Spanish word "ver" – vision, to see, to determine, observe, understand. This sense is transparent – the magazine allows man TO SEE.

English: "vert". On the one hand, it is part of the word “Vertex” – astronomic peak, zenith. For us it is the aim, as we are eager to create magazine, that will be perfect from the point of view of our readers. On the other hand, "vert" means “transformation to the other belief”. This is more a joke, but, “in every joke there is only a piece of joke….”. As divers are people, who have quite different view on the world, many are really fanatic about diving (in a good sense). Yes, we are dive fans, we are proud of that and do a lot, to convert our unaware land brothers under our banners. But English “vert” has also the third meaning – heraldic green color. History of this word dates back to the ancient forests, and green also became the symbol for those, who wants to preserve nature of our planet. And despite the fact, that water is mostly blue, that green color - is our choice (by the way, even red color becomes a little bit more greenish with depth :).)
Oh, "vertu" is a part of the word "vertun", that in Swiss German means “to distribute” – we do that with every issue.

Next. Similar sounding "virtu" is “piece of art” (English), the object, very precious and not like others. It fits again – ocean world is priceless itself, and, despite the fact, that men’s efforts mostly spoil it, it remains perfect! From the other side, the magazine is done by us, and we try to do our best to create small reproduction of this masterpiece - ocean on our pages! By the way, the word “dignity” in French is spelled the same –"virtu".

In general, the word InVertum sounds like the word “to invert”, that means process, when an object becomes its antipode, and there it also makes sense: when we go into the water, we penetrate into quite different world, that is opposite to the surface.
Only one word is left, that’s “in”. It has so many meanings, that makes no sense to bring them. The main for us is- involvement of smth into some process.

So, we described, what words and meanings were used when creating the name. If we decided to use humane words with their semantic meaning, the magazine name would be the following:
“The magazine, that helps to create the peak of pleasure from watching the masterpiece OCEAN, and persuades as many homo sapiens as possible to take fins and transfer themselves to the other reality, after seeing that, they will not be able to put out chemical waste into the sea; to do that with dignity and on the highest level”.

We, of cause, examined this version, but our designer doubted, if it would be easy to put all these words on the cover... So we had to follow the way of analysis and synthesis.
That’s how InVertum was born – the magazine, made by divers, about divers, for divers!

www.ivmag.org - about magazine

InVertum magazine concept

Project etymology