Industries: the appeal of print - blog tasks

 

Industries: the appeal of print - blog tasks

Work through the following tasks to complete your work on magazines. You will find the reading gives you a brilliant insight into a vital aspect of media - the power of independent institutions.

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- referring to independent magazines.

3) 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.

4) What does the article suggest about how independent publishers use digital media to target their niche audiences?

Independent magazines also appeal to a generation that favours good graphic design, anti mass media culture and also niche community building.

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 significant because they can also take full advantage of social media and connect with others to hone in with expert knowledge.

6) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?

(Founders) prize their small-scale for the basis for the intimate and creative character of their work. They opt for micro-entrepreneurship because independence will give them a sense of authorship and ownership: it is the best way for them to develop their own work

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

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.

Magazines  struggle to reach widespread distribution in news agencies and other typical magazine retailers. Brimble’s realisation that independent magazine production is “10% creative, 90% hustle”(Brimble 2014) exemplifies this dilemma.

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.

Magazines  struggle to reach widespread distribution in news agencies and other typical magazine retailers. Brimble’s realisation that independent magazine production is “10% creative, 90% hustle”(Brimble 2014) exemplifies this dilemma.

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?

Independent magazines are popular because they are collectable objects that experiment with design and focus on niche, passionate subjects. They offer something unique compared to mainstream glossy titles. Technology and social media also make it easier to reach global audiences.

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

The industry favours big publishers because they can sell cheap subscriptions supported by advertising. They benefit from economies of scale and large sales teams. Smaller publishers cannot compete with these advantages.

3) What does the article suggest regarding finding an audience for an independent magazine?

The article says publishers must clearly define their audience. Too broad and the magazine is lost, too narrow and the readership is too small. A clear audience helps decide format, price and sales strategy.

4) What are the challenges for magazine distributors?

Distribution is costly and risky since publishers pay for shipping both ways. Unsold copies increase losses. This makes direct online sales vital.

5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?

Independent magazines often earn money through extra products. Examples given include hosting events, selling graphic prints and T-shirts. They may also use Patreon to support podcasts.