Flushable Magazine

As announced on LinkedIn by one of the people behind the idea:

Introducing PORCELAIN, the world's first flushable magazine.

30 pages of entertaining editorial designed to be enjoyed on the throne, printed on Cushelle toilet paper, with each page perforated for easy tearing. Read, tear, wipe and flush.

As explained in one report, with more context:

More hygienic than looking at your phone, the idea stems from research showing that nearly three-quarters of Brits regularly retreat to the bathroom for a few minutes of peace. It’s a habit that runs especially strong in busy households – around a third of parents and a quarter of partners admit they regularly lock the door just to get a moment to themselves.

With one in six people saying reading is a key part of that ritual, Publicis London saw an opportunity to combine two bathroom essentials into one. Every page of Porcelain is perforated, so you can read it, tear it out, use it and flush it. And the text is printed with skin-safe, flush-friendly ink on Cushelle’s famously soft paper, so your bottom won’t complain.

It’s also a clever bit of sampling. Cushelle say that once people actually feel the softness, they’re sold. The trick is getting it into their hands in the first place. Porcelain does that by putting the product directly in front of influencers and their audiences using a format they’ll actually engage with. Hence, the magazine, which itself runs to 30 pages of tongue-in-cheek content, all written and “edited” by Kenny the Koala, Cushelle’s brand mascot. Expect parody adverts, a crossword dubbed the ‘softword’, and plenty of bathroom humour throughout.

Finally, a magazine that’s honest about where most reading gets done.