Magazines: Oh Comely Industry case study

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?

The people behind Iceberg Press set it up because Lisa believes in the power of the printed word, David believes that lots of magazines have given up on their readers. Iceberg hasn't, but ssh, that's our secret weapon and Guy is an expert in taking brands beyond the printed page to experiential marketing and live events.

2) What is the Iceberg Press mission statement? (It's on the Why Are We Here page and is a series of statements).
The Iceberg Press mission statement is:

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?

The two magazines that Iceberg Press publishes are Oh Comely and the Simple Things.

4) What similarities do you notice between The Simple Things magazine and Oh Comely?

The similarities that I notice between The Simple Things and Oh Comely magazines are that both magazines are for very creative people because both covers have a very artistic features such as the fonts on the title and the cover images on the magazine. Both magazines have categories on their covers which show what topics are being covered in the magazine. There isn't much content actually being put on the front cover of the magazine.

5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?

The differences that you can find between Hearst UK and Iceberg Press is that Hearst UK is a conglomerate and has conglomerate ownership but Iceberg Press is a small company which has only a couple of workers and they are located in Sheffield. Hearst UK publishes more than over 100 magazines but Iceberg Press only publish 2 magazines. Hearst UK magazines only discuss topics that are well known and a lot of people discuss them but the magazines that Iceberg Press publish discuss topics that are very niche.

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?

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?

Hamilton (2013) suggests that independent magazines in the digital age are quietly thriving and doing well. 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. This is similar to Oh Comely magazine they want their readers to be empowered, kept simple, they want to create a cultivation community and trying to spend more time with family and friends which this magazine can provide.
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.

This grasp of online opportunities is a distinctive difference between independent magazines and traditional print media. In order to raise enough funds to produce AFJ, Brimble employed a filmmaker to produce a short film to exemplify the mission of the magazine. With this film, and the strength of an online media following built over three years, sufficient funds were received from online supporters donating to her Kick starter campaign over a few short days to cover production costs as well as payments for contributors.

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

Alongside a firm grasp of technology, independent magazines have a strong online presence that connects them to their readership internationally. According to Brimble, social media has “made the world much much smaller. get the word out there, get to know people”. Independent magazines use this access to their advantage, recruiting new readers, new collaborators and media interest. This method works especially well for independent magazines as they focus on specific interest groups. Where mainstream magazines compete for presence in a sea of similar products, independent magazines attract readers with extremely specific pastimes.

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?

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 another distinction from mainstream, large-scale magazine publications. Where monthly and weekly magazines are directed by deadlines and the bottom dollar, and thus the demands of the owner or publisher , the release of an independent magazine issue is dictated by the pursuit of original 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 like minded 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?

Within these demands, independent magazines can also place greater emphasis on the aesthetic aspects of their publications. This could be seen as a response to changing reader expectations. There is an increasing awareness of graphic design elements, brought about by online sites such as Pinterest, and indeed a glaring prevalence of poor design on various blogs and websites frequented by today’s magazine reader. Culturally, this recognition of the value of design presents “DIY graphic design as a means of bypassing commercial uniformity and gaining a sense of self-satisfaction in an increasingly corporate world…design skills are essential tools in modern life.
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. 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” . Interestingly, the high cover prices of such magazines, AFJ retails for $25 a copy, does not seem to alienate readers. The high quality of the print and unique nature of independent magazines' content and design justifies to buyers the high price relative to mainstream weekly and monthly magazines.
Likewise, independent 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. A small print run prevents large-scale distribution, while founders need to locate venues where their readership may frequent in order to chase their market. For Brimble, it has been a matter of trial and error. She is a vocal admirer of niche magazine boutiques such as Beautiful Pages in Sydney, as this store provides a concentration of print magazines that will attract those interested in independent publishing as an art form. A stand at Sydney's One Fine Baby fair was not deemed a successful avenue for distribution as attendees "were not there to buy magazines" despite being part of Brimble's target market, young families.
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?

Independent magazines are so popular because 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 not to say printing your own magazine is easy – many of the independents never get past the first issue. 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 for revenue. They have a relatively cheap cover price and are filled with adverts.
3) What does the article suggest regarding finding an audience for an independent magazine?

Cost is just one factor. For potential publishers, figuring out who your audience is is key. Make your subject too broad and you will get lost in the crowd. Make it too narrow and your audience will be too small. Get it right 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 , 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?

For those that do make the plunge, the rewards are many. From the feeling of seeing your publication on sale in shops across the world, to leveraging the magazine into paying work, to the satisfaction of executing a complex creative project. 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.It’s easier than ever to build an audience, and while the magazine should be front and centre of what you do, it shouldn’t be the only thing. And while the prospect of building a committed audience willing to spend money on what you produce might be daunting, it’s not impossible.
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?

Author Ruth Jamieson’s Print is Dead. Long Live Print is an exhaustive study of this unexpected renaissance in independent publishing and the magazines that have pulled print back from the brink of extinction.The internet may have decimated mainstream publishing, but Ruth argues it’s never been easier to start a magazine and find an audience. The fierce competition between titles is pushing up production values and the quality of writing and art direction – even if the people putting magazines out there are still struggling to pay the bills.

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.

Some of these aspects can be find in the Oh Comely magazine such as that it has great editorial skills, there is a focus on the reader rather than the advertiser because there isn't that much advertising used, there is a strong and unique idea being used. Oh Comely also invest in their magazine as an object, so, good paper stock, expert printing, well-researched, well-produced content.

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. There really hasn’t been a better time to be a magazine fan.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?

In my opinion, I think that Oh Comely will survive in the next five years because they have all the key aspects that you would expect from a niche magazine. They also concentrate on their audiences instead of their advertisers. They talk about niche topics that many people won't be interested. They keep up with the modern technology such as they have social media pages and a website which will allow audiences to view their content and their company online which will promote them.