Supermodel and media entrepreneur Karlie Kloss is bringing the legendary LIFE magazine back to newsstands, with the first quarterly edition set to debut on November 23. The new LIFE, priced at $45 per copy, marks the iconic photography title's first return to regular print publication since 2007.
The 250-page debut issue, titled 'Where Are We Now?', will feature over 120 contributors exploring the state of the world. In a significant departure from the traditional magazine model, the issue will not carry conventional print advertisements. Instead, electric vehicle maker Rivian and design software company Figma are sponsoring the launch, offering a glimpse into the revived publication's business strategy.
Kloss, through her company Bedford Media, secured the rights to revive LIFE in 2024. The venture places her within the wider Kushner family network, as her husband, investor Joshua Kushner, is the brother of Jared Kushner, who is married to Ivanka Trump.
Speaking to The New York Times, Kloss highlighted LIFE's enduring appeal in making distant subjects feel immediate and expressed a commitment to preserving its legacy. She is focusing on the commercial aspects of the business, leaving editorial decisions to the magazine's staff. The relaunch team includes creative director Richard Turley and former New York Times Magazine editors Hugo Lindgren, Eve Lyons, and Caryn Ganz.
At $45, LIFE is positioning itself as a premium collectible, betting that readers will pay for high-quality photography and curated stories. However, experts suggest the true challenge will be retaining readers beyond the initial launch excitement. Amore Philip, founder of Apples & Oranges Public Relations, believes LIFE should cultivate a dedicated premium audience rather than aiming for its past mass-market readership. She also noted that corporate sponsorships could be more lucrative than traditional advertising, provided they do not compromise reader trust.
LIFE has a storied history, launching in its modern form in 1936. It became known for its influential photojournalism documenting significant global events and cultural moments. At its peak in the early 1970s, circulation reached approximately 8.5 million copies weekly. However, the rise of television and increased costs led Time Inc. to end its weekly run in 1972. Subsequent monthly and newspaper supplement versions also ceased publication, with the last iteration ending in April 2007.
Kloss envisions building a broader media ecosystem around LIFE, including a website, social media content, documentaries, videos, and events, in addition to the quarterly magazine. Bedford Media does not, however, control LIFE's extensive historical photography archive, which remains with People Inc. Kloss has previously invested in other publishing ventures, such as fashion magazines i-D and W. She acknowledges that profitability will take time, emphasizing measurable progress over arbitrary deadlines. The success of the revival hinges on whether readers will embrace the high price point for the content offered.