Industries: the appeal of print
1) Writer's Edit journal article
Read this excellent Writer's Edit academic journal article on the independent magazine industry and answer the following questions:
1) What is the definition of an independent print magazine?
The independent print magazine is characterised as “published without the financial support of a large corporation or institution in which the makers control publication and distribution.''
2) What does Hamilton (2013) suggest about independent magazines in the digital age?
A small but growing body of evidence suggests that small printed magazines are quietly thriving even as the global newspaper and book industries falter” (Hamilton 2013: 43).
3) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
Magazines produced by large companies like Bauer Media and News Limited in Australia are struggling to keep readers from moving online. In contrast, those behind independent magazines use digital developments to their advantage, and have a strong online presence.
4) What does the article suggest about how independent publishers use digital media to target their niche audiences?
It could be said that this return to less frequent, small print runs of well-executed magazines marks a greater appreciation of graphic design, community and also a cultural push away from trend-focused mass-market publications that tell people what they should be doing and buying. While rejecting many of the typical characteristics of large-scale magazines, independents face new challenges: raising funds to produce and print issues, distributing online or through atypical channels, and relying on free labour and shared passion to create original content.
5) Why is it significant that independent magazines are owned and created by the same people? How does this change the creative process and direction of the magazine?
Today a magazine publisher does not need the financial strength of a large-scale organisation to successfully launch a magazine. Independent magazines resourcefully utilise technological advances as well as social media to operate. Thanks to developments in areas such as digital printing and electronic file transfer, “people with expert knowledge of a special interest area can potentially take advantage of the low barriers to entry in the industry to originate their own magazine titles and use contract printers to create the finished product” (Cox and Mowatt 2008: 513).
6) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
This spirit of collaboration encourages likeminded creative people to produce works together without the confines of editorial briefs typical of mainstream magazine art direction. “The term “do-it-yourself/do-it-with-others” emphasises semiotic self-determination in how citizens formulate and live out their identities and actions as citizens” (Hartley 2010 241).
7) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
While Brimble’s ultimate ambition is to eventually earn profits and compensate contributors, at its early stages AFJ relies on shared passion. Contributors also gain, as they are published in print, their name becomes recognised by a new market and from this they may receive new commissions. “We also need to be attentive to the capacities and competencies of the participants, both professional and non-professional, commercial and non-commercial, to negotiate and navigate the possibilities of these emerging co-creative relationships for mutual benefit” (Banks and Deuze 2009: 426).
8) What are the challenges in terms of funding and distributing an independent magazine?
Funding is a key concern for independent magazines. As with AFJ, crowdfunding campaigns are often used to accumulate the initial costs to produce. From there, creators rely on subscriptions and high cover prices to continue to produce, while not necessarily making a profit from each print run. While highly innovative, these methods require risk and a willingness on the part of the founders as well as contributors to expect little financial reward. Interestingly, the high cover prices of such magazines, AFJ retails for $25 a copy, does not seem to alienate readers. The high quality of the print and unique nature of independent magazines’ content and design justifies to buyers the high price relative to mainstream weekly and monthly magazines.
2) Irish Times feature on independent magazines
Now read this short feature in the Irish Times on the growth of independent magazines and answer the following questions:
1) Why are independent magazines so popular?
These are magazines that play with the form, from open binding to multiple paper stocks. Their subject matter is as diverse as their production techniques, from mental health to trans rights, from football to street wear. They are driven by a passion, both for their content, and the printed form, and thanks to technology, they are able to reach audiences around the world.
2) Why is the magazine publishing industry set up to favour the big global conglomerates?
That’s not to say printing your own magazine is easy – many of the independents never get past the first issue. That’s partly due to the way the magazine publishing industry is set up to favour the big publishers – those with multiple titles, large sales teams and economies of scale. These are the titles that rely on advertising (rather than copy sales) for revenue. They have a relatively cheap cover price (a 12-issue subscription to Vogue UK costs less than £20), and are filled with adverts.
3) What does the article suggest regarding finding an audience for an independent magazine?
Cost is just one factor. For potential publishers, figuring out who your audience is is key. Make your subject too broad and you will get lost in the crowd. Make it too narrow and your audience will be too small. Get it right and you just might have a chance. And once you know who your audience is, many other elements will fall into place.
4) What are the challenges for magazine distributors?
For the new publishers, the challenges are similar. One big issue is distribution. Shipping boxes of magazines is expensive, and with publishers taking all the risk, it’s key that publishers focus on getting as many direct sales online as possible. This goes back to building an audience - the more people aware you exist, the more people will purchase your magazine.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
It's easier than ever to build an audience, and while the magazine should be front and centre of what you do, it shouldn't be the only thing. And while the prospect of building a committed audience willing to spend money on what you produce might be daunting, it's not impossible. There are many independent titles that have crossed into the mainstream. The likes of The Gentlewoman, The Gourmand, Cereal and Kinfolk all prove that with the right idea you can create something that lasts. So, be bold, be original, and get to work – you never know what might happen.
3) Interview with Ruth Jamieson
Finally, read this excellent interview with Ruth Jamieson, who has written a book on the renaissance of the independent magazine sector. Answer these three quick questions:
1) What does Ruth Jamieson suggest about the 'death of print'?
''A few years ago there seemed to be this sudden resurgence in print. While a lot of mainstream mags continued to struggle, more and more indie mags were launching. It seemed to me that there was this new breed of independent, creatively-led magazine that was thriving. At the time people still asked, “is print dead?” but it seemed obvious to me that it was very much alive and kicking. I wanted to put that question to bed. I wanted to celebrate the new wave of independent magazines that was breathing new life into an old medium, and, on a personal level, I loved the thought of spending six months researching all my favourite magazines.''
2) What are the common themes for successful independent magazines?
In the past you needed a studio to publish a magazine, today a magazine maker can access lots of relatively cheap or free tools and services to help them get a magazine out there. From the programmes that allow you to design it and publish it, to using social media to find contributors, stockists and, most importantly readers. I also think the rise of digital has created a hunger for a different type of experience, one where you can escape from the endless scroll of Facebook and immerse yourself in something. Online media is so disposable and I think there’s something appealing about the permanence of indie magazines.
3) How many of these aspects can you find in The Gentlewoman?
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