Behind The Print: Here Comes 415 Zine!
Welcome to the latest episode of Behind The Print, where we share the creative stories of industry leaders shaping the world of professional printing. In this exciting episode, I sit down with the co-creators of 415 Zine, Laine Wiesemann and Alfredo Sainz. Born from a shared passion for art and community, 415 Zine showcases the vibrant artistic landscape of San Francisco. What began as weekly meet-ups between friends evolved into a publication that connects artists, galleries, and audiences through beautifully crafted stories and visuals. Join us as we explore Laine and Alfredo’s journey, the challenges of independent publishing, and how the magic of print brings their creative vision to life.
Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached at the end of this post.
11-minute read
“Fear is a big thing that stops people from creating. You need to do it—just make something, and eventually, it’ll turn into what you want it to be. Overthinking is the death of creativity.” – Alfredo Sainz
Transcripts from Behind The Print with 415 Zine’s Co-Creators, Laine Wiesemann & Alfredo Sainz
Welcome back to Behind the Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.
Today’s episode is “Here comes 415 Zine!” and I’m here with Alfredo Sainz and
Layne Wiesemann, the talented co creators bringing fresh local art straight out of San
Francisco.
Zoe Fisher: Welcome! I have to ask—what inspired you to start 415 Zine?
Laine Wiesemann: It’s a bit of a story. We’ve been friends for years and started out as accountability buddies for our art careers—meeting weekly to share what we were working on. Then one week, Alfredo brought paper samples.
Alfredo Sainz: Yeah, I wanted to make a newspaper that showcased art in San Francisco. The city has a lot of neighborhood papers, like the Sunset Beacon and Richmond Review. I thought, “Why not one focused on art shows?”
Laine Wiesemann: And that same week, I had been thinking about starting an art magazine.
Alfredo Sainz: Right, and we just decided, “Okay, let’s do something about this.”
Laine Wiesemann: We ran with the idea. Had we known how much work it would take… well, ignorance was bliss!
Alfredo Sainz: It took us 6-7 months to finish the first issue because of the huge learning curve. Making it was one thing, but learning how to sell and run the business side was a whole other challenge.
Zoe Fisher: Sounds like you’ve learned a lot. It almost seems like it was inevitable since you both had the same idea at the same time.
Laine Wiesemann: We thought so—just that inspired feeling of, “Let’s do this.”
Alfredo Sainz: Yeah, one of our core words would be “serendipity.” A lot of things have popped up at just the right time for us, and we’ve learned to run with it. It’s like a sign we’re on the right track. Plus, it’s a fun word to say!
Zoe Fisher: Definitely! When things come together naturally, it’s a sign it’s meant to work. So, who subscribes to 415 Zine?
Laine Wiesemann: A lot of local people, but we’ve also got some out-of-state subscribers.
Alfredo Sainz: Yeah, I’d say it’s a mix of artists looking to expand their circles and people who want to discover new galleries and venues. In each issue, we feature five artists and highlight five art events. It’s all about fostering connections.
Laine Wiesemann: We’ve even joked that Brad Pitt might be a subscriber!
Alfredo Sainz: (Laughs) I can’t confirm or deny that one! But besides artists, we have a lot of art patrons and supporters. I use the term “collectors” loosely—really, they’re just people who appreciate art. We’re lucky in San Francisco to have both a vibrant art scene and a strong community supporting it.
Laine Wiesemann: And of course, we can’t overlook family and friends. Even if it’s not entirely their world, they enjoy getting a glimpse of it through the zine. It’s a nice cross-section of readers.
“Getting printed, you know, in a physical book is really special for artists, and it gives them more exposure to new audiences and also connections within the medium.” – Laine Wiesemann
Zoe Fisher: You mentioned the support local artists are getting. How does 415 Zine help creatives, and what kind of unique support do you offer?
Laine Wiesemann: Getting printed in a physical publication is really special for artists. It gives them exposure to new audiences and fosters connections. For example, one artist told us that another artist’s father saw her work in the zine, reached out, and ended up collecting some pieces. It’s all about creating community and supporting each other.
Alfredo Sainz: Yeah, it’s about building relationships. As we grow, we’re planning events to showcase our featured artists in person. We’re currently organizing a big art show with the artists and venues we worked with last year—basically, a giant art party.
Alfredo Sainz: We had a great artist meetup at a local art bar recently. For me, it was one of the first times I really saw the artists and venues coming together. It felt like the zine was starting to grow legs, with people rallying around it.
Alfredo Sainz: Now, we want to do even more to support that momentum. We dream of making this event an annual thing—just letting it evolve naturally.
Zoe Fisher: I hope you reach that goal. It doesn’t seem too far-fetched to me.
Alfredo Sainz: We think so too. We’re actually meeting with the venue owner tonight to discuss it. We’re not shy about asking for help or guidance—we both have jobs and big ideas, so getting help from the community is key. It’s all about utilizing the network of support around us.
Zoe Fisher: Do you think that focus on community is what sets you apart from other publications like yours?
Laine Wiesemann: Definitely. We feature a wide variety of artists and venues across different genres. It showcases everything San Francisco has to offer while making connections between artists and galleries that might not have happened otherwise.
Alfredo Sainz: Yeah, we’re intentional about the variety. When people hear “zine,” they often think of something created by one person—like a punk band or photographer showcasing their own work. That’s cool, but 415 Zine is different. We feature ten different things to check out, including some great astrology content. Hopefully, people see something that sparks new inspiration.
Zoe Fisher: I’ve seen your editions in our shop, and they’re so diverse. There’s so much to explore!
Laine Wiesemann: Right? I feel like there’s something for everybody.
Zoe Fisher: Absolutely! So, how do you find the artists you feature?
Laine Wiesemann: Honestly, it’s been very serendipitous. We meet someone at an event or see their work at a show, and things just come together naturally.
Alfredo Sainz: Exactly. We don’t hunt for artists; it’s more like gathering. We’ve built a pool of people we know through our own art networks. Plus, when we’re out and about, we’ll snap pictures of interesting art and reach out to the artists. The worst they can say is no!
Laine Wiesemann: And so far, everyone’s been really excited about being part of it.
Alfredo Sainz: Having your work printed is special. It’s a tangible keepsake. We don’t charge submission fees or have ads. It’s just us—two artists putting this together. If we like your work, you’re in.
“Find those little bits of inspiration, be excited about them, and run with them.” – Laine Wiesemann
Zoe Fisher: That’s amazing. It sounds like you’re on the right path.
Laine Wiesemann: We’ve been lucky. We’re in 16 retail locations, and people seem to like it!
Zoe Fisher: When designing the zine, how does storytelling play a role?
Laine Wiesemann: Alfredo’s the storyteller.
Alfredo Sainz: (Laughs) I do enjoy telling tall tales! But really, we share our experiences. We visit local art scenes and write about what we see, the vibe of the venue, and the people we meet. It’s not some generic gallery review—we aim to capture real experiences.
Zoe Fisher: That’s awesome. Do you have any features or stories that have deeply resonated with you?
Laine Wiesemann: That’s tough—they’re like our little children!
Alfredo Sainz: For me, it’s Dave Glass, a photographer. His work inspired me a lot in my own photography.
Laine Wiesemann: For me, it’s JL King. We connected through our shared love of art.
Zoe Fisher: I get it. They’re all so unique and fun.
Alfredo Sainz: Yeah, and each feature feels like a milestone for us. They remind me of high school—each issue is like graduating to the next year. We’re constantly learning and improving. There’s no finish line; we just keep creating, learning, and moving forward.
Zoe Fisher: That’s awesome! So, is there anything holding 415 Zine back right now?
Laine Wiesemann: The world is our oyster!
Alfredo Sainz: Honestly, just time. I work full-time in construction and have an 11-year-old at home, so it’s tough to execute all my ideas. But one of our core values is peaceful productivity. This is a passion project, and we try not to put too much pressure on ourselves.
Alfredo Sainz: If it were a full-time gig, we’d have more time for marketing and other efforts, but for now, we do what we can and accept the balance.
“There’s no finish line—you just keep plugging on and doing creative stuff.” – Alfredo Sainz
Zoe Fisher: Well, your effort shows! What’s the most rewarding part of this project?
Laine Wiesemann: There are a few things! Having the new issue in hand is amazing, but also seeing the excitement and connections it creates for people.
Alfredo Sainz: For me, it’s when artists get their first copy and flip to their page. It’s such a rad feeling to see them show it to their friends and family. And, of course, we couldn’t do it without the amazing print quality from Printing Center USA.
Zoe Fisher: Your zines really do look incredible. What advice would you give someone who wants to start their own creative project?
Laine Wiesemann: Definitely check out Printing Center USA!
Alfredo Sainz: And just do it! Fear is the biggest barrier to creativity. Make something, and eventually, it’ll turn into what you want. Don’t overthink it—overthinking kills creativity.
Laine Wiesemann: Find inspiration in small things and run with them. And if you need advice, reach out to us—just not after 9:30 PM!
Zoe Fisher: (Laughs) What’s next for 415 Zine?
Laine Wiesemann: Issue five and an art show/zine release. Each issue gets easier to plan as we improve our time management.
Alfredo Sainz: We’ve got a checklist and a monthly calendar to keep us organized. We’re also already preparing for issue six.
Zoe Fisher: If you had a free day to do anything outside of 415 Zine, what would you do?
Laine Wiesemann: I’d stroll through the Botanical Garden and check out the blooming magnolias—I’m obsessed and working on paintings of them!
Alfredo Sainz: I’d stroll around the city, take photos, maybe paint, nap, and have an afternoon bowl of cereal.
Zoe Fisher: That sounds great! Before we go, where can people find 415 Zine?
Laine Wiesemann: You can find us online at www.415zine.com or on Instagram @415zine. We’re also in local bookstores around San Francisco—there’s a list on our website.
Zoe Fisher: Perfect! Thanks so much for joining us today. And to our listeners, if you’re ever in San Francisco, be sure to check out 415 Zine.
“Everybody compliments how good it feels—soft-touch lamination. And we love its little size and perfect bound… It wouldn’t be the same without that quality.” – Laine Wiesemann
That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.
If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.
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From showcasing emerging artists to curating diverse local art events, 415 Zine brings the vibrancy of San Francisco’s creative scene to life. For 415 Zine, we have been a trusted partner in transforming their vision into beautifully crafted, high-quality printed materials that connect artists, galleries, and audiences. Whether it’s an art zine, gallery guide, or other custom print project, you can bring your creative ideas to life with custom printing. Order today!
