Big News – We've Launched a Lighting Magazine!

Hey everybody. Big news! Today we’re officially launching a brand new magazine, totally dedicated to lighting – it’s called “Light It Magazine“. Scott and I are co-editors of the magazine and we’ve wrangled some of the top lighting wizards and up-and-coming talent that’s out there. It’s a digital magazine and just on the iPad right now. The first issue is totally free and I’ve gotta tell ya, it’s beautiful! Seriously, the images are huge, our design team did an amazing job with the layout, and it’s going to blow you away when you see it. Head on over to download (for free) the first issue. Also, don’t forget to stop by Scott’s blog and watch the video.



  1. Tom 30 August, 2011 at 21:01 Reply

    Looks very interesting, but — like so many — I don’t have an iPad (iPhone yes, iPad, no).

    Whatever the reasons are for limiting the magazine to the iPad, please consider making the first, free issue available in other formats as well (e.g., PDF).

  2. DM 27 August, 2011 at 11:25 Reply

    I am thrilled it’s iPad ONLY. It shows how forward thinking the Kelby Media group has become. Media formats have changed many times over the years; 8 track, cassette, digital cassette, floppy disk, CD, DVD, MP3, digital content.

    Get over it people. Media changes. Google search for library closings across the US as just one example.

    I think the Light It mag is fantastic and will look forward to the content every month. Yes, we have an iPad at home….but no TV. We pick and choose our media according to our desires. I don’t complain that certain shows are only on TV, or pay-per-view. No big deal, I just go without.

    If it’s a magazine you think will benefit your life, then get the media player that will run it…..just like TV, if you want to watch TV or movies at home, you have to purchase that player as well.

    Scott/Matt – fantastic job on looking forward, not worrying about the past. Good luck.

  3. David Brown 27 August, 2011 at 03:19 Reply

    39 comments so far – only 1 praising the content, 38 can’t even get to see the magazine. Definitely time for a rethink….you have so many potential readers that want to read and maybe subscribe, you are seriously limiting your audience.

    A bit like making a TV show and only letting people watch who have a Samsung TV.

  4. Tony Ioannides (UK) 26 August, 2011 at 18:01 Reply

    Great Mag Scott & Matt. Most serious photographers I know in the UK & Europe have iPads. Come on the US stop MOANING & catch up.


    • Motti 30 August, 2011 at 02:49 Reply

      So the photographers that do not have ipad (or work on a mac) are not serious.

      Are you one of those photographers who have a list of all their equipment on your web page for all to see?

      The less than 5% of comments that praise the magazine do just that. They don’t insult the rest. Some, I guess, have the need to feel superior by owning a piece of equipment that make them feel they that they “arrived”. They belong to a group of exclusive people that everyone else now has to recognize as “professionals”.

      Quite sad actually.


  5. Ross 26 August, 2011 at 16:00 Reply

    You guys have gone too far. An iPad-only version??? What were you thinking? I can’t believe you didn’t also include in the magazine tips on using photoshop, printing, type effects, etc. And…what about the ads…where have they all gone? There just aren’t enough of them. You’d better cancel my subscription!


  6. Mike 26 August, 2011 at 10:55 Reply

    Didn’t read through all of the posts as they seem to have the same theme so if this question has been asked I apologize.

    Obviously there was a reason for the ipad only, and I was wondering if you could share that with all of us. Thx

  7. Brendan 26 August, 2011 at 10:00 Reply

    Looks like they chose iPad because it’s easier & more secure to sell & distribute the magazine that way. PDFs can be copied. Even encrypted PDFs are relatively simple to hack. If they didn’t want to charge going forward, PDF is the way to go.

  8. Bill Webb 26 August, 2011 at 09:52 Reply

    iMag – new term coined by me this day and I think I’ll trademark it since it seems to be the wave of the future. ;>)

  9. Zippo 26 August, 2011 at 07:39 Reply

    Giving access to a limited group op people (iPad users) is a marketing trick. It makes the rest very curious. Everyone is talking about it in a way and that’s free advertising. Just a matter of creating a hype. It’s the same strategy Google used with Google+.
    By the time the magazine is accessible to everyone, many people want to read it (and pay for it in the future).

  10. John Tucker 25 August, 2011 at 13:57 Reply

    I have to agree with most of the sentiments here. Making the magazine device-specific is a market killer. Although I will likely be purchasing an iPad 3 next year, I might actually decide on another tablet. That said, you guys would do yourselves and many others a great service by providing a universal format so all who wish to read can. If I know you as well as I think I do, I’m sure you will begin considering this immediately. 🙂


  11. Val Yang 25 August, 2011 at 10:06 Reply

    r u kidding, only the ipad? what were you thinking?
    i just returned from an international workshop and not one, yes, no one has or is using the ipad. we were a small group of professionals and semi-prodessinals who use lighting (on camera and off camera) in our daily work.
    I obviously do not know what your marketing folks are telling you. Do you/they make decisions based on what NIK does?
    IMHO you are leaving out a very large audience.

  12. Ron Hiner 24 August, 2011 at 20:43 Reply

    Wow! I can’t believe all the hate here. It’s a cool magazine. Very cool. And its free. And for those of you who say it’s a bad marketing strategy… I urge you to consider the incredible marketing track record of Kelby Media Group. They know full well what they are doing.

    • Bob 25 August, 2011 at 18:57 Reply

      I don’t see any hate here. Why did you bring that word up?
      I see disappointment in letter after letter.
      You are correct, it might be a cool magazine, but how would most people know? They can’t read it…..

  13. John Wilson 24 August, 2011 at 19:11 Reply

    You guys need to stop hobnobbing with your inner circle and get out among the rest of us. What a self-limiting choice, and very poor marketing decision.

    Take a reality pill and discuss in the morning. Open systems started in 1985.

  14. RON COMSTOCK 24 August, 2011 at 14:56 Reply




  15. Martin Chamberlain 24 August, 2011 at 14:54 Reply

    Wow , so many complaints for putting out a totally free magazine on such an important photography topic.

    I don’t have an IPad either, so I haven’t seen the mag, but hey, it’s not as though I have a right to this free stuff. I’ve got an idea – how about folks who don’t have a IPad just use the time to get out and take some photos instead! Oh wait – Matt hasn’t told us where to go and what lens to use!

    Give the guy a break, and be thankful for all the great (free) tips we do get.
    P.S. Could Matt please send all killer tips by post to my auntie who doesn’t have a computer?

    • Motti 24 August, 2011 at 15:32 Reply

      Hi Martin, yes, you are right. It’s free and we should not complain. Anyway, I am sure some smart kid somewhere will translate it to a more common denominator really quick 🙂 and the folks at Kelby and Co. will have no choice but to do the same.

      Oh by the way, no need to mock readers and Mat. Most of us do not wait for Mat to write in order to go and take pictures…really.

    • Pamela Reed 25 August, 2011 at 08:08 Reply

      I am thinking EVERYONE would be happy to PURCHASE a magazine subscription for their computers…pdf style. I don’t think it is about it being free just about the fact that this is something we all would like to read, learn from and contribute to…

  16. Motti 24 August, 2011 at 14:35 Reply

    Wow! I will take my wife advice and not express my true feelings here, they might not be fit for print anyway. I don’t have an ipad and do not intend to have one anyway. My next purchase is Samsung Transformer.

    I find it peculiar because it is a matter of a minute or two to translate any visual file to PDF. What makes me really upset is this notion around “tech-wiz” people to create some kind of exclusive readership. I will never be one of them (I hate exclusive clubs) and as far as I know millions of other will not either.

    I say, smarten up if you want me and many other as readers. Or maybe you don’t that;’s fine with me.

    That’s as far as I go with my self expression 🙂


  17. Mary 24 August, 2011 at 13:51 Reply

    Wow. Unless I missed it, I don’t think the majority of Americans even OWN an iPad. I’d buy your lighting mag in a heartbeat – as a PDF, but an “iPad exclusive” is too exclusive for me . . .

  18. Ron P 24 August, 2011 at 12:17 Reply

    I would have to jump on the bandwagon and say that iPad only is very limiting. Non-paper is understandable but to not be able to download to PDF is just limiting your audience. You guys dropped the ball on this one.

  19. Sebastian 24 August, 2011 at 10:53 Reply

    Come on people. Give them a chance. Matt says: “… just on the iPad right now”. I don’t own an iPad either, but I’m pretty sure they have a team dedicated working on this right now. Probably not the smartest decision to launch it that fast without having multiple options, but knowing the success this company has, it’s probably just a matter of time.

    • Richard 24 August, 2011 at 11:47 Reply

      Matt doesn’t say how long we must wait for a different format. One month? Two?

      A successful company like that should know that most users don’t have an iPad.
      They always deny advertising for the iPad. We now know better….

      • Sebastian 24 August, 2011 at 23:15 Reply

        Doh! I was wrong! They announced it will really be iPad only… Can’t believe they made that kind of decision… I’m speechless.

  20. Brian 24 August, 2011 at 10:53 Reply

    Cool magazine! I’m even willing to pay for it! However, it’s only for the iPad, therefore it doesn’t speak to me given that I don’t have an iPad.

    Having an HTML5 version of it would be much better as you would reach a much wider audience (iPad, Android, browsers, etc.).

  21. Liquid Rhino 24 August, 2011 at 10:33 Reply

    It’d be bomb if NAPP members could choose which printed mag to get; as an alternative to Photoshop User, like this one (it should totally be avail in print!)

  22. Henk 24 August, 2011 at 09:39 Reply

    iPad only, what a shame. I really hope you reconsider that strange, strange decision. You’re missing a lot of potential readers that way.

  23. Gene 24 August, 2011 at 09:31 Reply

    iPad’s are cool, but not everyone has one. At the very least, the content should be available in another format elsewhere. I’d even pay for it !!

  24. Alex 24 August, 2011 at 09:29 Reply

    Single format days are over guys. I know you are still thinking the ipad is THE tool to play with, but it isnt. Lots of folks out in the real world use LOTS of other tools.

    So… how about other formats? Epub, pdf, hell for that matter, why not HTML5? I mean considering all the help you and Scott get from Adobe, it shouldnt take much to go from your Indesign files straight to HTML. C’mon… make this a no brainer.

  25. Monte 24 August, 2011 at 09:09 Reply

    I really can’t believe that the premier issue of this magazine is in one format ONLY.
    What is the purpose of that? Just look at the huge numbers of people who do not have iPad – people who will not be able to read your magazine.

  26. Richard 24 August, 2011 at 08:52 Reply

    I find it a shortcoming that it only comes out on the iPad. Why not just also a version in pdf format? Now you exclude a large group of potential readers.

Leave a reply

Your email address will not be published. Required fields are marked *