Magazines: Oh Comely Industry case study
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?
They set it up because they wanted to create magazines that put the reader first, that are creative and innovative and value quality rather than making a profit.
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?
4) What similarities do you notice between The Simple Things magazine and Oh Comely?
They are both similar in the fact that they have very unconventional magazine covers. The cover is created to be like a work of art. It is very clear that these magazines are targeted at a niche audience.
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
The Hearst UK publisher is more focused on making a profit and convincing brands to advertise in their magazine. However, Iceberg Press is focused on making their readers happy.
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 defined as being “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 40). This means that an independent magazine is one that has little financial support and is created not for the sake of generating profit.
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) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
The aim of Kinfolk magazine is to find “ways for readers to simplify their lives, cultivate community and spend more time with their friends and family” (Kinfolk 2014). The magazine is similar to Oh Comely in the fact that it has a very minimalist style. The cover contains barely any cover lines and the central image is photographed in an artistic way, aiming to draw attention to the flowers rather than sexualising women (like mainstream magazines do).
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
Global magazine publishers, such as Bauer, are struggling because they are finding it difficult to stop their readers from moving online. The content that these global magazines produce can easily be accessed online so readers may choose to do this, rather than pay for a copy. However, independent magazines are the exact opposite. They use online media to their advantage, as a way of generating more audience and promoting their magazine.
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
AFJ relied entirely on its online crowdfunding campaign for print publication. Brimble, the creator of the magazine,employed a filmmaker to produce a short film to exemplify the mission of the magazine. This film generated an audience over three years. sufficient funds were received from online supporters donating to her Kickstarter campaign over a few short days to cover production costs as well as payments for contributors
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
Independent publishers use digital media to target their niche audience by focusing on their likes and dislikes. They focus on specific interest groups. While mainstream magazines compete for presence in a sea of similar products, independent magazines attract readers with extremely specific pastimes.
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?
This is significant as it shows how the magazine was created due to lots of hard work. The owner wanted to create something that they can relate to. This means that it is highly likely that the content of the magazine is at a high standard as a lot of care and effort has been put into it. The founders, editors and art directors all share a similar creative vision which leads to an amazing product.
8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
Creating an independent magazine all on your own gives you the power to do whatever you want with the magazine. You can choose what content to include, what adverts to use (if any), who you want to work on it, etc and not have to worry about meeting high numbers and making a certain profit.
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
Print magazines could be seen as “tomorrow’s primary documents, excellent records of current and emerging artists’ and designers’ practices and communities” (Thomas 2007: 40). In a world where everything is now digital, it can be quite appealing to get a hands on of a magazine- a way to escape from the digital world. The growth of independent magazines reflects a deeper cultural change in the way print magazines are now created and read. A culture of collaboration, creative passion, appreciation of graphic design and physical print all represent an alternative to the conventions of mainstream mass media.
"There is beauty in the ritual of holding a physical magazine in front of you” (Brimble 2014).
10) What are the challenges in terms of funding and distributing an independent magazine?
Independent magazines 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.
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?
They are popular because they focus on a niche topic and in a lot of detail.
2) Why is the magazine publishing industry set up to favour the big global conglomerates?
So that they can generate lots of profit and advertisers can benefit from them.
3) What does the article suggest regarding finding an audience for an independent magazine?
The article suggests that it is important to build an audience before starting publishing as it ensures that the magazine will at least make some money.
4) What are the challenges for magazine distributors?
Reaching their targeted audience.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
Example- 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.
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?
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
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?
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?
They set it up because they wanted to create magazines that put the reader first, that are creative and innovative and value quality rather than making a profit.
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 similar in the fact that they have very unconventional magazine covers. The cover is created to be like a work of art. It is very clear that these magazines are targeted at a niche audience.
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
The Hearst UK publisher is more focused on making a profit and convincing brands to advertise in their magazine. However, Iceberg Press is focused on making their readers happy.
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 defined as being “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 40). This means that an independent magazine is one that has little financial support and is created not for the sake of generating profit.
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) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
The aim of Kinfolk magazine is to find “ways for readers to simplify their lives, cultivate community and spend more time with their friends and family” (Kinfolk 2014). The magazine is similar to Oh Comely in the fact that it has a very minimalist style. The cover contains barely any cover lines and the central image is photographed in an artistic way, aiming to draw attention to the flowers rather than sexualising women (like mainstream magazines do).
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
Global magazine publishers, such as Bauer, are struggling because they are finding it difficult to stop their readers from moving online. The content that these global magazines produce can easily be accessed online so readers may choose to do this, rather than pay for a copy. However, independent magazines are the exact opposite. They use online media to their advantage, as a way of generating more audience and promoting their magazine.
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
AFJ relied entirely on its online crowdfunding campaign for print publication. Brimble, the creator of the magazine,employed a filmmaker to produce a short film to exemplify the mission of the magazine. This film generated an audience over three years. sufficient funds were received from online supporters donating to her Kickstarter campaign over a few short days to cover production costs as well as payments for contributors
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
Independent publishers use digital media to target their niche audience by focusing on their likes and dislikes. They focus on specific interest groups. While mainstream magazines compete for presence in a sea of similar products, independent magazines attract readers with extremely specific pastimes.
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?
This is significant as it shows how the magazine was created due to lots of hard work. The owner wanted to create something that they can relate to. This means that it is highly likely that the content of the magazine is at a high standard as a lot of care and effort has been put into it. The founders, editors and art directors all share a similar creative vision which leads to an amazing product.
8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
Creating an independent magazine all on your own gives you the power to do whatever you want with the magazine. You can choose what content to include, what adverts to use (if any), who you want to work on it, etc and not have to worry about meeting high numbers and making a certain profit.
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
Print magazines could be seen as “tomorrow’s primary documents, excellent records of current and emerging artists’ and designers’ practices and communities” (Thomas 2007: 40). In a world where everything is now digital, it can be quite appealing to get a hands on of a magazine- a way to escape from the digital world. The growth of independent magazines reflects a deeper cultural change in the way print magazines are now created and read. A culture of collaboration, creative passion, appreciation of graphic design and physical print all represent an alternative to the conventions of mainstream mass media.
"There is beauty in the ritual of holding a physical magazine in front of you” (Brimble 2014).
10) What are the challenges in terms of funding and distributing an independent magazine?
Independent magazines 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.
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?
They are popular because they focus on a niche topic and in a lot of detail.
2) Why is the magazine publishing industry set up to favour the big global conglomerates?
So that they can generate lots of profit and advertisers can benefit from them.
3) What does the article suggest regarding finding an audience for an independent magazine?
The article suggests that it is important to build an audience before starting publishing as it ensures that the magazine will at least make some money.
4) What are the challenges for magazine distributors?
Reaching their targeted audience.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
Example- 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.
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?
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
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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