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…“independent” in spirit due to a maverick editor or publisher who leads the magazine in an exploratory, noncommercial direction” 

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?

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”

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.

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”

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

8) What are the challenges in terms of funding and distributing an independent magazine?
Without the financial backing and established presence of a large publisher, founders are finding inventive new means to fund, distribute and pay contributors.

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 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 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.

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?

You can host events, sell graphic prints, T-shirts and maybe set up a Patreon account where you can host football podcasts.