Magazines: Oh Comely - Industry
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).
3) What are the two magazines that Iceberg Press publishes?
Oh Comely and The Simple Things.
4) What similarities do you notice between The Simple Things magazine and Oh Comely?
Both have a very niche audience and both cater more towards women.
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
Iceberg Press focus more on specific topics that interest them and that are captivating for their niche audience however, Hearst UK produce print magazines about a variety of different topics and cater towards more of a general target audience.
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) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
Kinfolk magazine was founded in Portland Oregon in 2011, and is published quarterly with the aim of finding “ways for readers to simplify their lives, cultivate community and spend more time with their friends and family." Both magazines cater towards a niche audience and aim to unite people.
4) 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.
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 cater towards niche audiences and provide content that it captivating and invigorating.
6) 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”
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?
So that the same passion and goal is perceived throughout the whole process which ultimately leads to the production of good quality content.
8) 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.
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
By reaching out online, sharing their vision and encouraging contributions from the online realm, independent magazines are not only identifying new cultures, they are creating them. This is a very different attitude to that fostered at large-scale magazine publications: “In mainstream commercial magazines the editorial philosophy develops from market research into gaps in the commercial magazine landscape motivated by the possibility of creating a new niche for potential advertisers”.
10) 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.
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?
Majority of the money stems from advertising hence why they need a lot of it.
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?
For the new publishers, the challenges are similar. 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.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
Sell merchandise and host events.
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 only print of the 10-minutes-of-distraction-before-you-chuck-it-in-the-bin variety.
Common themes are 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, unique idea at the magazine’s core. Oh and investing in the magazine as an object, so, good paper stock, expert printing, well-researched, well-produced content. Overall, these magazines are defined by their attention to detail and commitment to lovingly crafting something people will want to keep forever rather than throw in the recycling bin the next day.
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
Niche facet and niche audience, attention to detail and the production of good quality and light hearted photos, focusing on the audience members and offering eccentric ideas in relation to feminism, gender and sexuality.
4) How does Jamieson see the future for the magazine industry?
It’s never been easier to start a magazine. But it’s still hard to keep one going for more than a year. Especially as more great mags launch and the newsstands get more competitive. So, I think we’ll see more magazines come and go. But that the standard will continue to rise.
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?
I agree, because as Oh Comely heavily focus on feminism which continues to grow and become part of mainstream media, they will also be able to keep audience members connected with their message and content. Also because they focus on substance over style, this can also be seen as something that will keep them going. However, as Iceberg Press is a small independent magazine company, they may not be able to provide for the Oh Comely economically and this will pose a huge disadvantage to them in relation to the growth of the independent magazine.
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).
- 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 and The Simple Things.
4) What similarities do you notice between The Simple Things magazine and Oh Comely?
Both have a very niche audience and both cater more towards women.
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
Iceberg Press focus more on specific topics that interest them and that are captivating for their niche audience however, Hearst UK produce print magazines about a variety of different topics and cater towards more of a general target audience.
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) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
Kinfolk magazine was founded in Portland Oregon in 2011, and is published quarterly with the aim of finding “ways for readers to simplify their lives, cultivate community and spend more time with their friends and family." Both magazines cater towards a niche audience and aim to unite people.
4) 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.
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 cater towards niche audiences and provide content that it captivating and invigorating.
6) 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”
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?
So that the same passion and goal is perceived throughout the whole process which ultimately leads to the production of good quality content.
8) 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.
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
By reaching out online, sharing their vision and encouraging contributions from the online realm, independent magazines are not only identifying new cultures, they are creating them. This is a very different attitude to that fostered at large-scale magazine publications: “In mainstream commercial magazines the editorial philosophy develops from market research into gaps in the commercial magazine landscape motivated by the possibility of creating a new niche for potential advertisers”.
10) 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.
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?
Majority of the money stems from advertising hence why they need a lot of it.
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?
For the new publishers, the challenges are similar. 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.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
Sell merchandise and host events.
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 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?
Common themes are 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, unique idea at the magazine’s core. Oh and investing in the magazine as an object, so, good paper stock, expert printing, well-researched, well-produced content. Overall, these magazines are defined by their attention to detail and commitment to lovingly crafting something people will want to keep forever rather than throw in the recycling bin the next day.
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
Niche facet and niche audience, attention to detail and the production of good quality and light hearted photos, focusing on the audience members and offering eccentric ideas in relation to feminism, gender and sexuality.
4) How does Jamieson see the future for the magazine industry?
It’s never been easier to start a magazine. But it’s still hard to keep one going for more than a year. Especially as more great mags launch and the newsstands get more competitive. So, I think we’ll see more magazines come and go. But that the standard will continue to rise.
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?
I agree, because as Oh Comely heavily focus on feminism which continues to grow and become part of mainstream media, they will also be able to keep audience members connected with their message and content. Also because they focus on substance over style, this can also be seen as something that will keep them going. However, as Iceberg Press is a small independent magazine company, they may not be able to provide for the Oh Comely economically and this will pose a huge disadvantage to them in relation to the growth of the independent magazine.
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