Vi

Vi is a Swedish lifestyle magazine founded in 1913. It is headquartered in Stockholm. History A cooperative association founded the newspaper ('Consumer Magazine') in 1913, which at first was a weekly newspaper of four pages with editorials, articles, cartoons, a short story and reviews about cooperatives and household economics. From January 1914, regular publication started, immediately achieving a circulation of 40,000 copies. In 1924, the ideological content was reduced and was transformed into a family newspaper "for Sweden's household" and its circulation rose to 300,000 copies. It was retitled Vi (in English; 'We') in 1937, in accord with the adoption of short titles and striking mastheads by the abundance of picture magazines of the era, like LIFE (1936) and LOOK (1937) in the US, Post (1938) and Lilliput (1937) in the UK (1938), and Vu (1928) and Regards (1932) in France, and a corresponding commitment to a house style based on New Typography made by Vi's publisher Kooperativa Förbundet. Rune Hassner writes:"Only a handful of illustrated periodicals have actually significantly deviated from the standard pattern of the popular press and more consciously sought to use the photographic image reportage to inform about social conditions and political or economic issues that vitally affected the readers' own well-being. At the same time, several of these magazines have become forerunners in terms of tight, efficient image presentation and high image quality. Among them can be mentioned the German-founded (A-I-Z), the Soviet Russian (U S S R in Construction), the French weekly Vu and two of the main exponents of the popular weekly press in Europe in the 1930s, the English Picture Post and Weekly Illustrated, The Survey in the USA and the Swedish weekly Vi."