Industries: the appeal of print - blog tasks

1) Writer's Edit journal article

Read this excellent Writer's Edit academic journal article on the independent magazine industryand answer the following questions:

1) What is the definition of an independent print magazine?

An independent print magazine is defined as being “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 40).

2) What does Hamilton (2013) suggest about independent magazines in the digital age?

Hamilton (2013) suggests “A small but growing body of evidence suggests that small printed magazines are quietly thriving even as the global newspaper and book industries falter” Meaning print magazine isn’t truly dying out as independent magazines are still thriving and growing in this form.

3) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?

The article suggests independent magazines are able to succeed in a new modern age of technology because they use digital developments to their advantage by using their strong online presence to promote their magazine and make collaborations whereas large conglomerate publishers struggle to maintain their audiences from moving online. Furthermore, audiences are preferring the fact that independent magazines are able to provide them high quality content and graphic designs.

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

The article suggests that independent magazines use social media to their advantage by targeting new audiences and readers, new collaborators and overall media interest. This allows independent magazines to succeed amongst large conglomerate competitors. 

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?

It is significant that independent magazines are owner and created by the same people as they share a similar perspective on what they want to produce which is important as audiences pursue original content which they have always had interest in e.g. topics about feminism and expressive fashion. 

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

The article suggests benefits of a "DIY graphic design" within independent magazines is that there is a cultural recognition of the value the DIY approach holds. This means readers appreciate the work put into independent magazines and prefer to read them as they show a sense of dedication and art whereas huge conglomerate companies and their magazines may seem performative. Also, producers may also gain a sense of self-satisfaction in an industry that is dominated by conglomerates.  

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

The article suggests readers tend to prefer print forms of magazine in this new digital age as independent magazines have content and designs which are unique and high quality. This gives consumers justification to buy the magazines despite the high price and online, cheaper competitors that may be more accessible to them.

8) What are the challenges in terms of funding and distributing an independent magazine?

As independent magazines are not backed by large conglomerates, they mainly cover costs through crowdfunding campaigns, subscriptions and high cover prices. However, there is still risk of failure and audiences are dynamic and may eventually decide not to donate to crowdfunding campaigns or move away from independent magazines meaning they would be receiving little profit and current sources of profit are not secure. 

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 so popular as they have a dedicated audience who strive for something else different from the usual which is provided by big conglomerates. However, sometimes independent magazines cross over into the mainstream which provides 

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

Global conglomerates are favoured in the magazine publishing industry as they make large profits from advertising revenue and have a much wider and mainstream audience whereas independent magazines make their profit from sales and have a niche audience. 

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

The article suggests that for an independent magazine finding an audience is hard as if the range is too broad then the magazine will be lost to competitors who have a well known reputation that has been establishes but if the range is too narrow then there will be little people who actually show interest in that topic. The more people who are aware that the magazine exists, the more purchases people will make. 

4) What are the challenges for magazine distributors?

New publishers of magazines may struggle with distribution as shipping can be expensive which they take the risk of as they pay for the shipping and if there are no sales the price of shipping back is also paid by them. This highlights the importance of new technology as with online sales they can guarantee that what they are sending out will be sold as they ensure that they don't need to pay for returns. 

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

Examples of diversification that independent magazines do given by the article are selling graphic prints, shirts and other merchandise. This is important to ensure profit is being made through other ways to minimise risk of failure (Hesmondhalgh).