Concept: “A horrid, stealthy fey […] fashions bows from the bones of the children that it hunts.”
Content: An unearthly foe or unsavory ally of circumstance
Writing: Sets a thoroughly grim tone and provides multiple hooks
Art/design: Appropriately creepy and atmospheric illustration
Usability: Will always hit, but maybe not the intended target

Concept: “A zine full of MÖRK BORG stuff. Most of it is created by our wonderful community and will be (or already is) made available for free download on morkborg.com, but there is also exclusive official material.”
Content: Generators for cults and curses, feats, 2 classes, black-powder weapons, 2 long adventures, a pair of 1-page dungeons, and a quartet of monsters/NPCs
Writing: Varies by author but consistently emphasizes images and concepts that are grim, creepy, and/or outright weird
Art/design: Every entry’s layout, graphic design, and coloration are distinct, creating a lot of visual diversity and easy navigability; sweet foil printing on the cover and first page; fold-out covers just to cram as much content into this zine as possible
Usability: The only obstacle is deciding what to read first.