What happens when you get together some of the world's best known designers, publishers and editors and ask them to crystal ball gaze? The answer is a new magazine from Sappi called 'What's Next?' which takes the reader on a journey into the future of publishing. The magazine, created together with the agency John Brown, looks at the issues facing and shaping the print industry: from the joy of print and why it's here to stay, to the complex challenge of global warming and sustainability.

What's Next magazine is printed on five different Sappi papers and is linked to a dedicated website (www.whatsnextmagazine.net) to encourage readers to be spontaneous and share their views. The first edition of this glossy title will be published in spring 2010 with a second edition planned for later this year.

Contributors include Glenda Bailey, editor in chief of Harpers Bazaar, who talks about magazines that influenced her, and Mark Anslow editor of The Ecologist, who offers a personal perspective on the Copenhagen Climate Change conference. There are also contributions in issue one from leading photographers, Peter Funch (New York Times magazine and Neon) and Luke Kirwan (GQ and Wallpaper).

Marjolein Vilé, Marketing Communications Manager at Sappi, comments: "The experts of print and publishing are at the front line of the industry, shaping the future of the way we consume print. So who better to provoke debate and provide insight into What's Next?"

Libby Kay, Managing Director at John Brown, said: 'We are delighted to be embarking on this exciting new venture with Sappi which is the result of a shared passion for print media. What's Next will have truly international reach, covering developments in print and pulling in expert opinion from across Europe and beyond.'