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…“independent” in spirit due to a maverick editor or publisher who leads the magazine in an exploratory, noncommercial direction” (Thomas 2007).
Despite the renaissance of print through independent magazines, there are still huge challenges:
- Distribution: finding distributor, risk of unsold stock
- Lack of advertising revenue: meaning high cover price (all over £5, many around £10 or more)
- Audience: finding and targeting a viable audience
Ironically, the internet has proved an unlikely saviour for independent magazines – it facilitates direct sales and subscriptions and allows magazines to find niche communities, crowdfunding and contributors
Iceberg Press: an independent publisher
Iceberg Press is completely different to Hearst UK – the publisher of Men’s Health and subsidiary of global conglomerate Hearst.
It publishes just two magazines: Oh Comely and The Simple Things.
Oh Comely Industries case study - blog tasks
Work through the following tasks to complete your work on the Oh Comely magazine CSP. There are plenty of questions here but you will be given plenty of time to complete it and will find this gives you a brilliant insight into a vital aspect of media - the power of independent institutions.
Iceberg Press
Visit the Iceberg Press website - particularly the Who Are We page and the Why Are We Here page. Read the content and then answer the following questions:
1) Why did the people behind Iceberg Press set it up?
Iceberg press set up Oh Comely in order to bridge the gap between the more mainstream magazines and the vibrant and innovative content of independent magazines.
2) What is the Iceberg Press mission statement? (It's on the Why Are We Here page and is a series of statements).
"It's all about the audience. Chase the work, not the money. Compromise isn't our friend. We will always make time for ideas. We are stronger when we work with others. We want good people to work in a good place. Every year we will help a cause that matters. We believe in a thing called Print."
3) What are the two magazines that Iceberg Press publishes?
- Oh Comely
- The simple things
4) What similarities do you notice between The Simple Things magazine and Oh Comely?
They are both visually niche, minimalist magazines that subvert traditional magazine conventions.
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
Hearst Communications produce a wide range of print publications whereas Iceberg Press are only responsible for two magazines: Oh Comely and the Simple Things. Hearst Communications also produces content for different platforms such as television whereas Iceberg Press do not (they are strictly print).
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?
An independent print magazine is:
- A magazine that is published without the financial support of a large corporation or institution in which the makers control publication and distribution
- they are also "independent" in spirit due to a maverick editor or publisher who leads the magazine in an explanatory, non-commercial direction
2) What does Hamilton (2013) suggest about independent magazines in the digital age?
Hamilton suggests that small printed magazines are quietly thriving even as the global newspaper and book industries falter
3) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
-Kinfolk aims to help readers find ways to simplify their lives, cultivate community and spend more time with their friends and family.
-This is similar to Oh Comely as Oh Comely aims to create a sense of belonging for women and make them feel empowered as a collective, rather than feeling underrepresented.
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
- Impact of digital media
- Well executed magazines show a greater appreciation for graphic design and the overall appearances of print magazines
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
Independent magazines tare launched from crowdfunding because money is needed in order to set up the magazine and then print copies. Alphabet Family Journal was set up from crowdfunding and they generated funds by creating a short film surrounding the aims of the magazine.
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
The article suggests how independent publishers use digital media to target their niche audiences by 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).
7) 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 gives the producers the ability to have more creative control over the magazine which would contribute to the magazine thaving a more distinct identity and graphic design in general - if a small group of people work together on the same idea it produces a more cohesive product.
8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
The article suggests that “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.
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
The nostalgia surrounding the actual feeling of turning the pages and holding the magazine and magazines can hit you on a "subconscious" level like online content can't.
10) What are the challenges in terms of funding and distributing an independent magazine?
- Contributors will not necessarily gain a large profit from their sales.
- Cannot pay the professional rates for distribution etc - leads to a smaller circulation.
Irish Times feature
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?
- their subject matter is diverse
- aesthetics
- their content
- their printed form
- able to reach a wider audience due to technology
2) Why is the magazine publishing industry set up to favour the big global conglomerates?
Big global conglomerates have a circulation that is larger compared to independent magazines. This means that a advertisers are more likely to invest in the conglomerate's magazines, due to the fact that they know that their adverts will be seen by and reach a wider audience.
3) What does the article suggest regarding finding an audience for an independent magazine?
The article suggests that you have to find the right type of content and where you can sell them
4) What are the challenges for magazine distributors?
- where they should distribute
- the costs involved
- the amount to produce- make sure they get direct sales, rather than shipping back which is quite expensive.
- target audience.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
The likes of The Gentlewoman, The Gourmand, Cereal and Kinfolk all prove that with the right idea (and some savings) you can create something that lasts. So, be bold, be original, and get to work – you never know what might happen.
TCO interview with Ruth Jamieson
Finally, read this excellent interview on the TCO London website with Ruth Jamieson, who has written a book on the renaissance of the independent magazine sector. Answer the following questions:
1) Why does Ruth Jamieson suggest there's a renaissance in independent publishing?
It's now easier to start a magazine and find an audience. Independent magazines tend to be more popular nowadays as they have to engage with readers and he passion behind the owners of the magazine is shown through the actual publication.
2) What are the common themes for successful independent magazines?
- Strong sense of art direction
- High quality of writing and a strong graphic identity
- Have content that is unique and shows that they have something to say
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
Strong sense of art direction - Oh Comely aesthetic as a whole, the niche approach and different non traditional models used.
High quality of writing and strong graphic identity - this can be identified in all of the articles in the magazine as they are communicated in a sophisticated, highbrow way.
Have content that is unique and shows that they have something to say - the feature on successful women (who are of BAME minorities), transgender article.
4) How does Jamieson see the future for the magazine industry?
Jamieson sees the future of the magazine industry as a 'renaissance'. They are having a positive impact.
5) How might this future impact Oh Comely? Do you think Oh Comely will survive the next five years - and why?
It is possible that Oh Comely will survive in the next five years because they have developed a strong and loyal audience, therefore these audiences will continue to purchase the magazine in order to receive interesting and empowering content.
“…published without the financial support of a large corporation or institution in which the makers control publication and distribution…“independent” in spirit due to a maverick editor or publisher who leads the magazine in an exploratory, noncommercial direction” (Thomas 2007).
Despite the renaissance of print through independent magazines, there are still huge challenges:
- Distribution: finding distributor, risk of unsold stock
- Lack of advertising revenue: meaning high cover price (all over £5, many around £10 or more)
- Audience: finding and targeting a viable audience
Ironically, the internet has proved an unlikely saviour for independent magazines – it facilitates direct sales and subscriptions and allows magazines to find niche communities, crowdfunding and contributors
Iceberg Press: an independent publisher
Iceberg Press is completely different to Hearst UK – the publisher of Men’s Health and subsidiary of global conglomerate Hearst.
It publishes just two magazines: Oh Comely and The Simple Things.
Oh Comely Industries case study - blog tasks
Work through the following tasks to complete your work on the Oh Comely magazine CSP. There are plenty of questions here but you will be given plenty of time to complete it and will find this gives you a brilliant insight into a vital aspect of media - the power of independent institutions.
Iceberg Press
Visit the Iceberg Press website - particularly the Who Are We page and the Why Are We Here page. Read the content and then answer the following questions:
1) Why did the people behind Iceberg Press set it up?
2) What is the Iceberg Press mission statement? (It's on the Why Are We Here page and is a series of statements).
"It's all about the audience. Chase the work, not the money. Compromise isn't our friend. We will always make time for ideas. We are stronger when we work with others. We want good people to work in a good place. Every year we will help a cause that matters. We believe in a thing called Print."
3) What are the two magazines that Iceberg Press publishes?
- Oh Comely- The simple things
4) What similarities do you notice between The Simple Things magazine and Oh Comely?
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
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?
- A magazine that is published without the financial support of a large corporation or institution in which the makers control publication and distribution
- they are also "independent" in spirit due to a maverick editor or publisher who leads the magazine in an explanatory, non-commercial direction
2) What does Hamilton (2013) suggest about independent magazines in the digital age?
Hamilton suggests that small printed magazines are quietly thriving even as the global newspaper and book industries falter
3) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
-This is similar to Oh Comely as Oh Comely aims to create a sense of belonging for women and make them feel empowered as a collective, rather than feeling underrepresented.
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
- Well executed magazines show a greater appreciation for graphic design and the overall appearances of print magazines
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
Independent magazines tare launched from crowdfunding because money is needed in order to set up the magazine and then print copies. Alphabet Family Journal was set up from crowdfunding and they generated funds by creating a short film surrounding the aims of the magazine.
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
7) 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 gives the producers the ability to have more creative control over the magazine which would contribute to the magazine thaving a more distinct identity and graphic design in general - if a small group of people work together on the same idea it produces a more cohesive product.
8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
The nostalgia surrounding the actual feeling of turning the pages and holding the magazine and magazines can hit you on a "subconscious" level like online content can't.
10) What are the challenges in terms of funding and distributing an independent magazine?
- Cannot pay the professional rates for distribution etc - leads to a smaller circulation.
Irish Times feature
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?
- their subject matter is diverse
- aesthetics
- their content
- their printed form
- able to reach a wider audience due to technology
2) Why is the magazine publishing industry set up to favour the big global conglomerates?
3) What does the article suggest regarding finding an audience for an independent magazine?
4) What are the challenges for magazine distributors?
- where they should distribute
- the costs involved
- the amount to produce- make sure they get direct sales, rather than shipping back which is quite expensive.
- target audience.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
TCO interview with Ruth Jamieson
Finally, read this excellent interview on the TCO London website with Ruth Jamieson, who has written a book on the renaissance of the independent magazine sector. Answer the following questions:
1) Why does Ruth Jamieson suggest there's a renaissance in independent publishing?
2) What are the common themes for successful independent magazines?
- Strong sense of art direction
- High quality of writing and a strong graphic identity
- Have content that is unique and shows that they have something to say
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
High quality of writing and strong graphic identity - this can be identified in all of the articles in the magazine as they are communicated in a sophisticated, highbrow way.
Have content that is unique and shows that they have something to say - the feature on successful women (who are of BAME minorities), transgender article.
4) How does Jamieson see the future for the magazine industry?
5) How might this future impact Oh Comely? Do you think Oh Comely will survive the next five years - and why?
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