Mag to Mag: Milan Hosts Second Edition of Independent Magazine Festival

The second edition of Mag to Mag, Italy's first festival dedicated to independent magazines, will take place on September 14-15, 2024, at Lampo in Scalo Farini, Milan. Founder Anna Frabotta moved the event from Bologna to Milan after relocating her store Frab's from Forlì to Milan in February 2024, citing stronger local interest and Milan's role as a creative hub. The festival features 58 exhibitors selected from over 100 applicants via an open call, representing countries including Mozambique, India, Arab nations, China, and across Europe. The venue is divided into three areas: a 400-square-meter market gallery with an open-space layout (no booths), a smaller gallery for 10 talks, and a third room for workshops. The festival is supported by institutional patrons Comune di Milano and Regione Lombardia, and private sponsors RUFA (Rome University of Fine Arts), KOPA (a Lithuanian printing house), and IED Milano. RUFA also collaborated on a meta-magazine called Mag Jam. Frabotta emphasizes the festival's role in supporting print media amid digital dominance, noting a resurgence in independent magazines driven by younger audiences and creative sectors. The event aims to be a hybrid B2B and B2C platform for niche publishers to network and gain visibility.