Branded content is more synonymous with video rather than editorial, but that’s not to say that it doesn’t exist. A new model has emerged in a magazine format coming from South Korea. B is an ad-free monthly publication on the documentation of a singular brand. Each month they visit a company to uncover its history, factory / office culture, marketing campaigns, and customer base. It may sound like an annual report or an audit rather than a story driven magazine but their approach is a stylish one. It becomes clear that the publishers behind B is a creative agency. JOH & Company diligently selects each brand and approaches it with its own perspective, as an outsider looking in rather than one that is internally broadcasting. Each issue is accompanied with a short film that functions as a trailer or a behind the scenes look. They’re currently on their seventh issue with past issues that include companies like Snow Peak, New Balance, Lamy, Freitag and others. It will be interesting to see if this style of editorial will find its way to the U.S. Thanks Chris for the lead.