Magazines: Oh Comely - Industry
Our final concept for Oh Comely magazine is industry.
This is crucial concept because Oh Comely is a small, niche independent magazine - completely different from the global brand that is Men's Health. We need to explore the surprising rise in independent publishing in recent years and why small print magazines seem to be surviving and thriving in the digital age.
I'm aware I haven't done a lesson video for Oh Comely so here's a brief recap over what we've done so far and the key points for the industry concept:
Lesson notes
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).
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 find the reading 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?
This is crucial concept because Oh Comely is a small, niche independent magazine - completely different from the global brand that is Men's Health. We need to explore the surprising rise in independent publishing in recent years and why small print magazines seem to be surviving and thriving in the digital age.
I'm aware I haven't done a lesson video for Oh Comely so here's a brief recap over what we've done so far and the key points for the industry concept:
Lesson notes
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 find the reading 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?
"To usher in a new age for magazines and media brands"
2) What is the Iceberg Press mission statement? (It's on the Why Are We Here page and is a series of statements).
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
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?
The Simple Things and Oh Comely
4) What similarities do you notice between The Simple Things magazine and Oh Comely?
4) What similarities do you notice between The Simple Things magazine and Oh Comely?
Niche, sort of "grounded in reality" lifestyle magazines. Likely targets a similar type of audience
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
Iceberg Press only has 2 magazines under their belt, both of which have a similar demographic, whereas Hearst UK publishes multiple different magazines that target different demographics.
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?
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, non-commercial direction”
2) What does Hamilton (2013) suggest about independent magazines in the digital age?
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) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
3) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
Aim of finding “ways for readers to simplify their lives, cultivate community and spend more time with their friends and family.” This is like oh comely, aiming to create a sense of belonging for women.
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
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. AFJ relied entirely on its online crowdfunding campaign for print publication. This grasp of online opportunities is a distinctive difference between independent magazines and traditional print media
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
"It seemed like many parenting or family-related magazines featured a polished, picture-perfect home that was, quite simply, not at all like our own. So we set out to create an alternative: a family journal that celebrates the personal foundations of our homes in their many different forms"
>They find a niche market and cater their content towards them in a way that's both refreshing and enriching.
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
They use cookies and social media to target their audiences:
“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”
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?
If a magazine is owned and created by the same person, conflicts of interest are immediately eliminated, whereas a large-scale magazine publication may want to jeopardize the creator's artistic vision in order to make more money.
“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?
10) What are the challenges in terms of funding and distributing an independent magazine?
There are going to be fewer people inclined to invest in funding an independent magazine, especially if he magazine's subject matter is incredibly niche or specific.
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?
2) Why is the magazine publishing industry set up to favour the big global conglomerates?
Money. Revenue from advertising for example
3) What does the article suggest regarding finding an audience for an independent magazine?
4) What are the challenges for magazine distributors?
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
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?
We’ll also see the mainstream starting to look more like the indies. They have to learn from independents if they want to survive. So, there’ll be more investment in content and more focus on producing a quality product, more collectable issues, a move away from trying to compete with the internet and towards doing things only print can do. We’ll also see mainstream magazine branching out beyond their print issues to offer other things, like events, products, educational programmes and experiences.
5) How might this future impact Oh Comely? Do you think Oh Comely will survive the next five years - and why?
8) 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.
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
A culture of collaboration, creative passion, appreciation of graphic design and physical print all represent an alternative to the conventions of mainstream mass media.
10) What are the challenges in terms of funding and distributing an independent magazine?
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?
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?
3) What does the article suggest regarding finding an audience for an independent magazine?
Make it too narrow and your audience will be too small. Get it right 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?
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.
The cost of actually distributing them via a mainstream source is costly so the final copy needs to perfect and sellable.
The cost of actually distributing them via a mainstream source is costly so the final copy needs to perfect and sellable.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
Hosting events and selling merchandise.
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 never been easier to start your own magazine and find an audience. There’s never been a better time to be a magazine fan. The whole ‘Print is dead’ narrative has turned out to be only half true. The internet has killed or is killing, print, but the only print of the 10-minutes-of-distraction-before-you-chuck-it-in-the-bin variety.
2) What are the common themes for successful independent magazines?
Doing something no one else is doing, and offering something digital media can’t offer. That and great art direction and editorial, a focus on the reader rather than the advertiser, and having a strong, and a unique idea at the magazine’s core. Also good paper stock, expert printing, well-researched, well-produced content.
Something worth owning as a physical object, being lovingly crafted.
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
Prominent focus on the reader rather than the advertiser.
Being aesthetically pleasing
Lovingly crafted, well put together.
Close and personal connection with the editorial team
Niche aspect
Niche aspect
Unique or alternative subject matter and views.
Front cover has art house minimalistic photographs
Attention to detail.
4) How does Jamieson see the future for the magazine industry?
I think we’ll see more magazines come and go. But that the standard will continue to rise. There really hasn’t been a better time to be a magazine fan.
We’ll also see the mainstream starting to look more like the indies. They have to learn from independents if they want to survive. So, there’ll be more investment in content and more focus on producing a quality product, more collectable issues, a move away from trying to compete with the internet and towards doing things only print can do. We’ll also see mainstream magazine branching out beyond their print issues to offer other things, like events, products, educational programmes and experiences.
5) How might this future impact Oh Comely? Do you think Oh Comely will survive the next five years - and why?
If the standard is rising, and mainstream magazines will start looking more indie, surely smaller publishers like iceberg press aren't going to survive economically? Although the magazine appeals to the right audience and has intrinsic value, surviving in a climate where magazines are already dying seems like it's going to be difficult, no matter how dedicated your audience is to your product.
