This independent magazine publisher doubled down on print

Krista Faist, founder of 22 Media Group, defied the digital-first media trend by doubling down on print—launching two premium lifestyle magazines, Foodism and Escapism, in Toronto with zero capital and no safety net. What began as a one-person operation in 2015, fueled by sheer optimism and a London-based blueprint, grew into a media company where print still drives nearly half of advertising revenue. Faist secured her first major launch partner, Loblaws, before even printing a single issue, using the brand’s international credibility to attract advertisers. After a near-collapse during COVID—when street distribution ended and paper costs soared—she pivoted to direct-to-home delivery, targeting affluent zip codes with precision, turning print into a hyper-targeted brand-building tool. Today, print remains central, while digital has grown to 30–35% of revenue and a vertical video strategy is on the horizon through creator partnerships. The key lesson? Print isn’t obsolete—it’s undervalued, and its real power lies in commanding deep attention from a curated, high-value audience. Faist’s success stems from a radical clarity: she never tried to compete with digital’s speed or scale. Instead, she leaned into print’s strengths—intentional consumption, premium quality, and audience loyalty—while using digital and events to amplify reach without diluting brand integrity.