Industries: the appeal of print - blog tasks

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 definition of an independent print magazine is that it's “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?

Hamilton suggests that the independent magazines in the digital age is "A small but growing body of evidence which 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. These creators set their own terms and rely on collaboration to achieve them.

4) What does the article suggest about how independent publishers use digital media to target their niche audiences?

The article suggests how independent publishers use the digital media to target their niche audience by using graphic design and a community and also a cultural push away from trend-focused mass-market publications that tell people what they should be doing and buying.

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?

It is significant that independent magazines are owned and created by the same people as they seek inspiration and expression from the creation of their own magazine. This helps change the creative process as this shows the creators want to have the same and similar goals as what their audience has in mind which will help increase publications of their magazines as they will be meeting the needs and standards of what their audience expects. 

6) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?

 “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). It is through this collaboration that the concept of a magazine community is established.

7) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?

Audiences love to still have print instead of a digital copy is because as Brimble explains when asked why AFJ was not produced as a digital magazine, for her efforts, and for those who purchase the magazine, she prefers “something real [that] will never go away. Because nothing beats the experience of print. There is beauty in the ritual of holding a physical magazine in front of you” (Brimble 2014). 

8) What are the challenges in terms of funding and distributing an independent magazine?

Some challenges that independent magazines are facing when it comes to funding and distributing is without the financial backing and established presence of a large publisher, founders are finding inventive new means to fund, distribute and pay contributors. 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.

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?

Independent magazines are so popular because 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 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?

Figuring out who your audience is is key. Make your subject too broad (a magazine about football) and you will get lost in the crowd. Make it too narrow (a magazine about redheads who support Bohemians) and your audience will be too small. Get it right (a magazine about League of Ireland fan culture) and you just might have a chance. And once you know who your audience is, many other elements will fall into place. To take the example of the League of Ireland magazine, you are going to sell it outside football matches, which means it can’t be too big, or too heavy. So, something closer to a zine than a large, perfect-bound magazine. And one you decide on a zine, that will inform your price: closer to €4 rather than €10. Once you know your price, you can figure out potential revenue from copy sales, and as a consequence, how much you can spend on printing.

4) What are the challenges for magazine distributors?

Some challenges that magazine distributors face are distribution itself. Shipping boxes of magazines is expensive, and with publishers taking all the risk (they pay for both shipping, and if the magazines don’t sell, the price of shipping them back), 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. That conversion rate will probably be less than 1 per cent, which shows how important it is to start building an audience before you publish.

5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?

Some examples the article gives for when it comes to diversifying their products to make money is that if you do set up that League of Ireland fan culture magazine, you can host events, sell graphic prints, T-shirts and maybe set up a Patreon account where you can host football podcasts.

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'?

According to a recent Women in Journalism panel, new magazine launches increased by 31% in the UK last year, and shops are springing up across the country dedicated to independent magazines.

In addition to this, what Ruth Jamieson has suggested about the 'print of death' is that she thinks that "print will never die". This is because new media doesn’t necessarily replace old media, it just refocuses its role. The internet is very good at delivering cheap, disposable information quickly. We used to use print for that, but the internet can do it better. But print does remain very good at other things. It can provide a more luxurious experience- you can unplug and immerse yourself in a magazine in a way that you can’t online. It’s collectable- it can sit on your coffee table and say something about who you are and it’s physical so it can appeal to all your senses.

 

2) What are the common themes for successful independent magazines?

Some of the most common themes for successful independent magazines is that  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 (Physical, right there for you to read right away).

3) How many of these aspects can you find in The Gentlewoman? 

The Gentlewoman is an independent magazine. It does not have a big company or distributor backing them up they do it all themselves. Similarities that The Gentlewoman has compared to other indie magazines is that they use social media platforms too such as their own Instagram channel which helps them advertise their new magazine coming out or even give their audience a preview into some of the pages for free online with what to expect coming from their new magazine edition. This shows that The Gentlewoman use technology to their advantage as they publish some of their content online but still as well have a physical copy to distribute and give out to their audience members keeping up that tradition of having a print magazine right there in front of their audience instead of being consumed on their devices and reading their magazine.