The Breath of the Almighty
"But there is a spirit in man, and the breath of the Almighty gives him understanding."
The Apostle Paul tells us that our generation had been given the revelation of a mystery that had been hidden for generations. This is the mystery of Christ—how the Son emptied himself of glory and was crucified by his own creation so mankind could be redeemed. Modern Christianity has lost its soul and has turned the revelation into a form of powerless godliness, catering to the whims of those searching for their own self-actualization. Breath is a daring, independent magazine focused on challenging the modern Christian mind. It is aimed to both inspire and inform believers in the faith that was once and for all delivered to the saints. Crafted as printed piece, you will want to keep it on your shelves for years as you increasingly appreciate the depths of the Father’s remarkable plan of redemption you find in its pages.
Breath is structured in three separate sections—Revelations, Conversations, and Reflections. Each issue contains original content and photography exclusive to Breath.
But these things have been written so that you might believe that Jesus is the Christ, the son of God, and that believing, you might have life in his name.
You could say that the printed image represents a sense of emotional closure which the fleeting, diverting digital medium cannot deliver the same way.—Matthias Harsch, CEO of Leica Camera
Breath is a print magazine, and its contents are not reprinted online. We've chosen this path to provide our readers the emotional connection and closure that Matthias Harsch describes about printed photographs. Digital just doesn't deliver the same experience that printed materials do.
While the words make their impact through argument and narrative, the pictures connect with readers emotionally.—Emma Duncan, 1843 Magazine
Breath is different from your ordinary book or magazine in that each issue features original photography. Because our faith isn't existential, but grounded in real facts, both historical and spiritual, we include photography to inform that connection between the unseen realm of the spirit and the stuff of earth.
We don’t accept advertising. Ruth Jamieson, the author of Print is Dead. Long Live Print, sums up our reasons why.
To truly understand the demise of print, we need to understand who its real customers are. Traditionally, magazines don’t make their money from the cover price — that’s just there to heighten the perceived value of the magazine. Magazines make their real money from selling advertising; to put it another way, they sell brands access to their readership. The magazine is not the product for sale — its readers are. The unspoken agreement between the publishes and the reader is that the readers get cheap content in return for looking at some adverts. Meanwhile, advertisers get access to readers in return for funding the magazine. The upshot of this is that even if a magazine maintains its readership, if advertisers can reach that readership somewhere else, somewhere cheaper, more direct and more measurable — like, say, online — then the magazine is in trouble. Digital attacks traditional magazines on two fronts: it erodes their readership and tempts away their advertisers. This double threat invariably reduces revenue, which lowers budgets, which has an impact on quality, making it ever harder for mags to compete. Round and round this vicious cycle they go, until serious-looking people in suits arrive on the editorial floor and tell everyone to pack up and go home. Really, the only way things could be worse for print magazines would be if the internet were also locking up journalists and closing down paper mills.
Doing our research on magazine startups, we bought a slew of indie magazines to get an idea of formats, aesthetics, themes, basically what's working and not working for others. A number of them began as smaller indies without any advertising at all. But you look at their current editions, and it's hard to find the substantive articles among the weeds of all their ads. So, while they started out with readers as their customers, you could say that they switched their model to selling brands access to the subscription base they initially developed (even while maintaining their original subscription prices).
The Christian magazine genre appears to have gone the same route. We picked up copies of the most popular Christian titles to spy out the land of Christian publishing and found that they have bought in to the advertising model, too.
While advertising no doubt gives the indie publisher a firmer financial platform, as Jamieson observes, it comes at a price. A great price actually. Consequently, we've made the decision not to accept advertising in Breath—ever. We, instead, have decided to stay true to the covenant that allows for indies to flourish in the first place:
Breath is the brainchild of Peter Smythe. Dissatisfied with the current crop of Christian magazines, Peter and his team have set out to create a truly original periodical in a world of consumerism masking itself as faith.