'Mosaix' Magazine Hits US Newsstands

Interview by Khachuig Dakarian

This interview was provided to the Armenian Weekly by Khachuig Dakarian, who is also a contributor to Parev, a monthly Armenian-English monthly newspaper based in Morton Grove, IL, serving the Chicago Armenian community.

Khachuig Dakarian: Just like the editors and publishers of Parev—Mr. and Mrs. Missak Kharmanjian—you have given the US a gift called Mosaix magazine. I have read that you are largely credited with getting Mosaix going. What exactly is your role in this magazine?

Tamar Kevonian: I am the publisher. Mosaix is, of course, the result of a collaborative effort. Although we each have our areas of expertise, we all help out in each other’s areas.

KD: I first read about Mosaix in the pages of the Armenian Weekly and in an email announcement from a friend. How has the magazine been received by the community? Is Mosaix being gobbled up in Los Angeles, where there are hundreds of thousands of Armenians? Is it starting slowly elsewhere, say in places like Chicago, where the Armenian population is perhaps only several thousand?

TK: The birth of Mosaix was the result of a casual lunch on a Sunday afternoon. The current editor and I were discussing publications in the Armenian community. During the conversation we identified a vacuum for this type of magazine—a high-end lifestyle magazine—and decided to see if it was a viable product.

We put out the first issue within six months of conceiving the idea and the response from the community was tremendous. Clearly we’ve had a greater response rate from the Los Angeles area, simply because there is a higher concentration of Armenians and also because we are located there. But the magazine is designed as a national publication, and we consider the US and Canada to be our market.

According to our research, the Armenian population in these two markets is close to two million. That is a substantial number. There are more Armenians than we think. For example, we believe there are approximately 35,000 Armenians in the Chicago area.

We print 10,000 copies and target various communities throughout our market. We are approached by organizations and groups who want their members to receive a copy of the publication.

KD: I’d say that is a great accomplishment to have even published one issue of Mosaix. Has the magazine been well received outside the US, or is your target market only here?

TK: You’re right about the enormity of the task we’ve undertaken. Had I any experience in publishing, I may not have undertaken this task. We don’t target markets outside of North America, since we believe the US and Canada are big enough to keep us busy for a while—and our expertise is in these markets.

KD: One of the problems in our community is that many people don’t read the Armenian language. Was there any pressure or demand for you to publish in Armenian, too? How does Mosaix compare to the other well known Armenian magazine in English, AIM, which I recall had some recent circulation or financial problems? Is Mosaix basically less news oriented and more focused on leisure or personal interest issues?

Are you familiar with the glossy Lebanese magazine that often features American celebrities, and is sold at Armenian bookstores and groceries in Los Angeles? It is written in Armenian, English, and French, but largely avoids Armenian issues.

As for Mosaix, I noticed Cher was on the cover, and Andre Agassi on the Web site. Are you targeting non-Armenians who may be interested in learning about people of Armenian descent?

TK: I don’t know what interests Armenians in France or Lebanon. Also, we are geared towards a younger demographic. Those who grew up here or are first, second, or third generation. Publishing in Armenian was never a consideration because the idea was to market this magazine through mainstream channels.

Starting with our current third issue the magazine will be available on newsstands across the country. The magazine is designed for non- Armenians to learn about Armenians and for Armenians to learn about each other. It is also designed to celebrate and inform readers of the accomplishments of Armenian individuals.

Currently there is no other publication similar to Mosaix. AIM magazine is focused on news from Armenia. We are concerned with news in the US and Canada. The other publications, although featuring American celebrities, are really targeting readers in the Middle East.

We are creating a medium that reflects our existence here. Many of us who grew up here or were born here, feel out of place. Being the only kid in your school with a name like Tamar, or Anahid, or Seta, invariably sets you apart from everyone else. There is nothing that reflects that existence. Mosaix is the bridge between the duality of being Armenian and being American or Canadian at the same time.

Again, we don’t avoid Armenian issues. We cover news events like the lawsuit with New York Life in the March 2004 issue. It’s an important topic which we need to be informed about. We don’t choose sides on any issue but simply present the facts.

We are also not affiliated with any party, club, or organization, and certainly don’t consciously put forth any specific ideology. We make a concerted effort to stay unbiased.

KD: Who came up with the title of the magazine?

TK: After the infamous lunch with R. Alexander Jaime, our editor, I called a few of my close friends and we sat around a kitchen table and presented this idea. Everyone was excited and we started brainstorming about names. We wanted to come up with something that was not cliché, such as using the word Armenia/n, but that reflected the idea of being Armenian.

“Mosaic” was in the top five names and then I suggested changing the “c” to and “x” and that basically solidified the name. I believe it’s very descriptive of who we are today. There is not one single feature that identifies us all. We come from all corners of the world, in all shapes, colors, and sizes. As a people, we are truly a mosaic.

KD: I met you back in 1988, during the summer internship program of the Armenian Assembly. I worked at the National Institutes of Health, preparing for a career in the health sciences. I learned about molecular lab biology, met over 35 other interns from all over the country, and saw our nation’s capital. Did that experience have any impact on your life, were you already on a certain trajectory, or was there a different experience that led you to take this step and bring Mosaix into the world?

TK: The Armenian Assembly internship was a tremendous experience. Although I attended Armenian school and was involved in the community in Los Angeles, I had never met or associated with Armenians from other parts of the country. I knew they were there but didn’t really know what they were about. That was the most significant aspect of the internship for me.

At the time, I was planning to become a lawyer so my internship was at the Department of Justice. I met a lot of other interns who were already law students, some of which I still keep in touch with. Clearly I did not become a lawyer. Life holds many surprises, and learning to accept change when it happens was a valuable lesson.

My favorite quote is “if you want to make God laugh, make a plan.” I went from an undergraduate degree in theatre arts, to law to an MBA in business to publishing. I would never have guessed, in 1988, that 16 years later this is where I would end up.

KD: There are perhaps 200,000 Greeks and Assyrians in Chicagoland. Why might they be interested in this magazine?

TK: Because it contains interesting information they would find entertaining, educational, and probably, frankly, “cool.” I am confident that those communities would really embrace it and enjoy reading our magazine.

KD: Would a subscription to Mosaix make a nice gift for someone? If so, describe the type of person who would make an ideal recipient?

TK: People “gift” the magazine all the time. Birthdays, holidays, etc. It’s a thoughtful and meaningful gift. Although it’s designed for people in their twenties, thirties, and forties, it’s really for anyone interested in what is happening with accomplished Armenians both within and outside the communities.

KD: I know you speak Armenian and you grew up around Northridge, CA. Your grandparents, I presume, were from the Genocide survivor generation—Armenian printing presses were forbidden in Ottoman Turkey and Armenian tongues were quite literally sliced off during that time. What do you think your great grandparents would say knowing that their descendent was in the publishing industry for Armenians in 2004?

TK: Interesting question. I barely knew my grandparents so it’s difficult to presume what their reaction would be. I can say that, based on the reaction I’ve received from people now, that people are surprised that there is a publication like this. I find this sad in a way. We are one of the oldest ethnic groups in this country and yet we are the only group that doesn’t have a publication such as this. People are impressed by the quality and content and—although I appreciate their reaction—I want to be at a place in our communities where we expect and assume this quality of product.

KD: Is there anything else you’d like to say about your background, your current day-to-day life, or your future hopes and aspirations?

TK: I believe that we, as a people, must have a unifying media outlet that is neutral and non-partisan. Everything Armenians do contributes to the greater whole of our goals. I consider Mosaix to be for everyone and have designed the magazine with features that are accessible to any individual, club, or group.

We savor a good letter to the editor—be it positive or critical. We welcome calendar of events entries. We are grateful to anyone who provides story ideas. The magazine is a reflection of us and we can only do that if people give us feedback.

KD: Well, good luck, Tamar. I want to thank you for this interview. It was great to learn more about Mosaix and nice of you to share interesting inside information with the Chicagoland Armenian community. TK: You are welcome. It was my pleasure.

[To subscribe to Mosaix magazine, call 1-888-913-7464 or visit the Web site www.mosaixmag.com.]

.