Industries: the appeal of print

Industries: the appeal of print and independent magazines

Work through the following tasks to complete your work on magazines. You will find the reading gives you a brilliant insight into a vital aspect of media - the power of independent institutions.

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”.

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?

According to Brimble, social media has “made the world much much smaller. [we can now] get the word out there, get to know people” (Brimble 2014). Independent magazines use this access to their advantage, recruiting new readers, new collaborators and media interest (Jones 2014, Morris 2014). This method works especially well for independent magazines as they focus on specific interest groups. Where mainstream magazines compete for presence in a sea of similar products, independent magazines attract readers with extremely specific pastimes.

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?

Independent magazines are able to hone in on such specific markets because they are owned and developed by the same people: the founders, editors and art directors who share a similar creative vision. This is another distinction from mainstream, large-scale magazine publications. Where monthly and weekly magazines are directed by deadlines and the bottom dollar, and thus the demands of the owner or publisher (Le Masurier 2012: 392), the release of an independent magazine issue is dictated by the pursuit of original content.

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?

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.

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?

For potential publishers, 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.

4) What are the challenges for magazine distributors?

One big issue is distribution. 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.

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

• 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.
• 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 (and some savings) 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'?

I can see why it was a seductive narrative at a time when we were all very excited about digital media, but I don’t think print will ever die. 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?

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? 

Everything they do – from the typography, to the paper stock, to the content, to the calibre of the contributors is outstanding quality.