Magazines: Industries - the appeal of print and independent magazines

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

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

It could be said that this return to less frequent, small print runs of well-executed magazines marks a greater appreciation of graphic design, community and also a cultural push away from trend-focused mass-market publications that tell people what they should be doing and buying. 

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 “owned and developed by the same people: the founders, editors and art directors who share a similar creative vision.” Unlike mainstream magazines, which are directed by “deadlines and the bottom dollar,” independent magazines are directed by “the pursuit of original content.” This allows them to “maintain a strong vision for their magazine without feeling the pressure to appeal to a wider market each issue.”

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

likeminded creative people are able to work together without the confines of editorial briefs typical of mainstream magazine art direction. This collaboration establishes a “magazine community,” with contributors sharing their strengths so that “everyone will benefit.”

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

Internet fatigue, for one thing. As our Facebook feeds are increasingly overtaken with unread blog posts, disposable lists, and the general digital overload, a niche market has clearly opened up for whatever is the opposite of all this—an object with shelf life, a disinterest in newsworthiness, and, seemingly most of all, thick paper.

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

Without the financial backing and established presence of a large publisher, founders are finding inventive new means to fund, distribute and pay contributors. Also independent magazines struggle to reach widespread distribution in news agencies and other typical magazine retailers.


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?

In today's society they are seen as collectives and limited edition items, also they are driven by passion rather than profit and revenue, which most magazine companies might be 

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

Because of how much printing can cost,  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.

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?

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. This goes back to building an audience - the more people aware you exist, the more people will purchase your magazine. That conversion rate will probably be less than 1 per cent, which shows how important it is to start building an audience before you publish.

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

As for the money, if it does come, it’s often indirect. 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.