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tong magazineLaunching a niche magazine during these economically difficult times would certainly be a challenge; but Flemish food and wine critic Filip Verheyden has done just that with Tong (Tongue).

The English language publication, is unashamedly aimed at wine geeks across Europe. . As Filip states in an interview with the Wall Street Journal everything in the magazine is linked:

There's a playful, organic, almost biological concept behind the magazine. Everything is linked, from the paper and the font to the photographs. The paper we used for the launch issue on Sauvignon Blanc, for instance, is smooth and hard, but for the issue on terroir, I'm using a grainier, thicker paper. Each magazine must be a print version of the wine variety.

The second issue, just released, has as its theme, Terrior.


In this issue, we haven't sought a definitive truth about terroir, but we've tried to provide a panorama of views on the subject. You may not be at ease when you've finished it - too many questions remain, too many people think they have found the truth.

Subscriptions to Tong (four issues over a year) are only available from their website and cost €100.

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Courageous aesthetic approach with the varieties of paper used to match the issue's theme. It's also the bold thinking needed to stand out as a print publication launching in these economic times and trend toward digital.

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