Given the ever-engulfing presence that is 'online media' it seems it's becoming more and more difficult for independent print magazines to keep afloat. And although both realms rely on advertising it is the tactile older sibling who has also to consider the printing costs. Print has been forced to go extraordinary lengths in order to stay on top. Eastern European magazine B EAST is one great and innovative example of this. Back in 2008 the monthly issue fell victim to the global recession and for a short while it begrudgingly reverted to the online model. Then from his Kiev apartment publisher Vijai Maheshwari had an epiphany. Something that would revolutionise the funding of the magazine; put simply it would instigate a steady stream of financial flow. At least for the impending issue. So Maheshwari set up a business exporting Russian hair to salons and wig manufacturers around the world. Unlike the magazine publishing industry the hair extension industry is booming. Marketing the hair as 'Virginal Hair', the luscious locks are sourced from local hair salons and from girls in Ukrainian & Russian villages. Those involved are paid a substantial sum for their hairy contributions which are then shipped world-wide. The newest edition of B EAST was printed in a prison workshop in Prague and all those involved, from writers to photographers and artists, donated their time and, most importantly, energy. It seems that sometimes our reach doesn't have to exceed our grasp.