The End Of An Era: What Really Happened To Paper Magazine And The 'Break The Internet' Legacy

Paper Magazine, the iconic New York City-based publication that defined downtown cool for nearly forty years and literally taught the world how to 'Break The Internet,' has seen its editorial operations cease, marking a profound and shocking end to an era in pop culture journalism. This abrupt shutdown, which occurred in April 2023, sent ripples through the media industry, laying bare the brutal economic realities facing independent, trend-setting publications in the digital age. The magazine, a bastion of fashion, art, music, and nightlife, was forced to lay off its entire editorial staff, including its long-time Editorial Director, Mickey Boardman.

The news, which became public knowledge in mid-December 2025, confirms that the financial headwinds—specifically declining ad revenue—proved too vicious for the brand that had once commanded global attention with a single, viral cover. The legacy of Paper, co-founded by Kim Hastreiter and David Hershkovits, is now a complex story of underground success, mainstream disruption, and the harsh realities of a rapidly changing media landscape.

The Founders, History, and the Birth of a Cultural Institution

Paper Magazine was not just a publication; it was a cultural barometer for New York City’s downtown scene. Its history is deeply intertwined with the city's artistic evolution, moving from a niche, black-and-white print zine to a global digital powerhouse.

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• Co-Founders: Kim Hastreiter and David Hershkovits.
• Founding Year: 1984.
• Origin: Hastreiter and Hershkovits met while working at The SoHo Weekly News, sparking the idea for their own independent venture.
• Early Focus: Initially, Paper focused on New York's underground and downtown arts, fashion, nightlife, and music scenes, often chronicling the lives of emerging artists and creative disruptors.
• Format: The magazine began as a smaller, initially monthly, black-and-white, 16-page publication.
• Key Transition: Over time, it successfully transitioned from its arty, downtown style to a digital-media version focused on mainstream pop-culture, a move that culminated in its greatest global success.
• Notable Editorial Figure: Mickey Boardman, the magazine’s iconic Editorial Director, was a key figure who championed the publication's signature irreverent and inclusive style.

How Paper Magazine Taught the World to 'Break The Internet'

The phrase "Break The Internet" is now a common cultural lexicon, but it was Paper Magazine that trademarked and popularized the concept, turning it into an annual, highly anticipated editorial event. This series cemented the magazine's place in digital history, demonstrating its profound influence beyond its print origins.

The strategy was simple yet revolutionary: use the power of celebrity and provocative imagery to generate an unprecedented, global surge of traffic, discussion, and media coverage. The goal was to literally overload the digital news cycle.

The Kim Kardashian Phenomenon (2014)

The most famous and arguably most successful execution of the "Break The Internet" concept came in 2014. The cover featured reality star Kim Kardashian in a highly controversial and viral shoot. The image, which instantly became a global meme, was the ultimate symbol of the magazine's pivot to mainstream pop-culture and its understanding of the new digital attention economy.

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The cover, accompanied by the feature "No Filter: An Interview with Kim Kardashian," proved that Paper Magazine could not only identify the cultural zeitgeist but actively create it. The campaign generated millions of impressions, views, and news stories, validating the magazine's shift in focus.

Other Noteworthy 'Break The Internet' Figures

Paper Magazine continued to leverage the power of celebrity and digital disruption with subsequent covers and features, solidifying the series as an annual event. These figures were chosen because they were already digital disruptors or had a unique story to tell that resonated with the magazine's core audience.

• Nicki Minaj: The rapper was featured in a high-profile "Break The Internet" issue, where she peeled back her public persona to expose a more personal side.
• Pete Davidson: The comedian and actor was featured in a wide-ranging conversation touching on his relationships, his future, and other high-profile figures like Leonardo DiCaprio.
• The Break the Internet Awards™: Paper also established an annual awards show to celebrate internet culture, digital disruptors, and social media influencers, further cementing its authority in the digital space.

The Shocking Shutdown: Why the Editorial Operations Ceased

Despite its global fame and digital success, the financial foundations of Paper Magazine proved unsustainable. In April 2023, the magazine's publisher, Tom Florio, announced the immediate cessation of all editorial operations and the layoff of its entire editorial staff.

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The primary reason cited for this devastating move was the sharp and significant declining ad revenue. The economic headwinds in the media industry, which have also affected larger publications, were too severe for the independent title. Between 20 and 30 full-time employees, including writers and editors, were affected by the sudden layoffs.

The shutdown is a stark reminder of the challenges facing even the most culturally relevant digital media outlets. While the "Break The Internet" concept brought enormous traffic and brand recognition, converting that into stable, long-term advertising revenue proved impossible in a market increasingly dominated by tech giants and social media platforms. The transition from a print-first operation to a digital-first one, while successful in terms of reach, could not ultimately secure the necessary profitability.

The Future of the Paper Magazine Brand

Following the layoffs and the cessation of editorial operations, the future of the Paper Magazine brand remains uncertain and a topic of intense speculation. While the staff was let go, the brand itself—its name, its archives, and its website—still exists.

As of late 2025, the website continues to publish "Latest" content, featuring updates on celebrities, music, and pop culture, often through syndication or contributed posts. This suggests that the brand's owners may be exploring a model that relies on a much smaller, non-staff-based operation, or perhaps a complete acquisition and relaunch. The possibility of the magazine "coming back" in some form has been rumored, but without a dedicated, full-time editorial team, the unique, irreverent voice that defined Paper for decades is effectively silenced.

The legacy of Paper Magazine is secure. It will forever be remembered as the independent voice that championed the avant-garde, celebrated the queer-rooted media, and, most famously, showed the world the true power of a viral moment. The closure of its editorial office is a loss not just for New York, but for global pop culture.