1) What is the definition of an independent print magazine?
Independent magazines are defying the predictions of many that print magazines are a fading relic of the pre- digital world.
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” (Hamilton 2013: 43).
3) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
This market has been referred to as the “global niche” (Hamilton 2013: 44) and highlights the differences between independent and established mainstream magazines. 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” Independent magazines use digital media to their advantage by focusing on specific interest groups. Where as, 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.
6) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
All the decisions can be made by you and there is no conflict between ideas since everyone has similar views. This approach is beneficial because you do not need to reply on others and you can choose how everything is represented.
7) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
Print magazines could be seen as “tomorrow’s primary documents, excellent records of current and emerging artists’ and designers’ practices and communities” (Thomas 2007: 40). The growth of independent magazines reflects a deeper cultural change in the way print magazines are now created and read. A culture of collaboration, creative passion, appreciation of graphic design and physical print all represent an alternative to the conventions of mainstream mass media. Those editors and founders of independent magazines are producing cultural records that will one day represent the changing concept of print magazines as people increasingly incorporate the digital into their everyday lives.
8) What are the challenges in terms of funding and distributing an independent magazine?
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” (Morris 2014).
Irish Times feature on independent magazines
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?
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?
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?
If you do set up that League of Ireland fan culture magazine, you can host events, sell graphic prints, T-shirts and maybe set up a Patreon account where you can host football podcasts.TCO interview with Ruth Jamieson
Interview with Ruth Jamieson
1) What does Ruth Jamieson suggest about the 'death of print'?
- mainstream mags continue to struggle, more and more indie mags were launching
- To survive, indie mags have to do more than look good – they have to engage with readers, be produced by passionate people and have something unique and necessary to say.
- The internet is very good at delivering cheap, disposable information quickly.
2) What are the common themes for successful independent magazines?
- Strong sense of art direction
- Internet is part of what’s driving the new wave of indie magazines
- Have content that is unique and shows that they have something to say
3) How many of these aspects can you find in The Gentlewoman?
- having an online presence
- minimal colour scheme and simple looking
- making it look artistic
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