Magazines: Industries - the appeal of print and independent magazines

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”.

Alongside a firm grasp of technology, independent magazines have a strong online presence that connects them to their readership internationally. According to Brimble, social media has “made the world much much smaller. [we can now] get the word out there, get to know people”. Independent magazines use this access to their advantage, recruiting new readers, new collaborators and media interest. 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, 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?

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

Magazines such as Kinfolk, Gather, and AFJ do not seek to capture typically generic reader markets. Instead, they identify relatable communities within an ever-expanding online world. To produce an issue of AFJ, Brimble relies on the philosophy that by sharing each others’ strengths, everyone will benefit.

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

Audiences are experiencing "internet fatigue" and are overwhelmed by the digital world, so in response to this, a niche market for print media has been created, where the nostalgic sense of print and the physicality of it is valued as being able to deliver a stronger emotional connection than digital media.

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. Commenting on Brimble’s crowdfunding campaign in the Sydney Morning Herald’s Good Weekend liftout, Linda Morris observes that “this a source of much criticism of micro-circulation magazines: they cannot pay professional rates and their editorial management style comes at a cost of inquisitorial journalism”. Interestingly, the high cover prices of such magazines, AFJ retails for $25 a copy, does not seem to alienate readers. The high quality of the print and unique nature of independent magazines’ content and design justifies to buyers the high price relative to mainstream weekly and monthly magazines.

Likewise, independent magazines struggle to reach widespread distribution in newsagencies and other typical magazine retailers. Brimble’s realisation that independent magazine production is “10% creative, 90% hustle” exemplifies this dilemma. A small print run prevents large-scale distribution, while founders need to locate venues where their readership may frequent in order to chase their market. For Brimble, it has been a matter of trial and error. She is a vocal admirer of niche magazine boutiques such as Beautiful Pages in Sydney, as this store provides a concentration of print magazines that will attract those interested in independent publishing as an art form. A stand at Sydney’s One Fine Baby fair was not deemed a successful avenue for distribution as attendees “were not there to buy magazines” despite being part of Brimble’s target market, young families.

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 publishing is undergoing a renaissance. 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. From Twitter to Instagram, from Patreon to Kickstarter, it’s never been easier to build an audience, and sell your creation to them.

2) Why is the magazine publishing industry set up to favour the big global conglomerates?

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?

It's easier than ever to build an audience, and while the magazine should be front and centre of what you do, it shouldn't be the only thing. And while the prospect of building a committed audience willing to spend money on what you produce might be daunting, it's not impossible. There are many independent titles that have crossed into the mainstream.

4) What are the challenges for magazine distributors?

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?

The article mentions The Gentlewoman, The Gourmand, Cereal and Kinfolk as examples.

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'?

Ruth Jamieson says that she doesn'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?

Successful independent magazines have quality in their typography, paper stock, content and calibre of the contributors.

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

The Gentlewoman takes a minimalist and classy tone to its typography and design and is also printed on high-quality, thicker paper. It collaborates with a variety of high-profile celebrities, activists and cultural icons.