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?
"to usher in a new age for magazines and media brands"
2) What is the Iceberg Press mission statement? (It's on the Why Are We Here page and is a series of statements).
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 Simple Things and Oh Comely
4) What similarities do you notice between The Simple Things magazine and Oh Comely?
Very niche and minimal magazines.
Mainly for a female market
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
There's more variety with Hearst as they cover more topics and focus on mainly healthy things whereas Iceberg only has two magazines and specialises in niche topics. Hearst covers both men and women and Iceberg is mainly for women.
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?
small independent magazines are secretly thriving in the digital age
3) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
finding “ways for readers to simplify their lives, cultivate community and spend more time with their friends and family”
It unites people like OC does with a common cause they can all relate to
It caters towards a specific niche audience
The readership is somewhat the same
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
The transition to the digital space is difficult
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
It seemed like many parenting or family-related magazines featured a polished, picture-perfect home that was, quite simply, not at all like our own. So we set out to create an alternative: a family journal that celebrates the personal foundations of our homes in their many different forms”
They find an exploitable, niche market and cater their content towards them in a way that's both refreshing and enriching.
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
“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”
They use cookies and social media to target their audiences
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?
It made and controlled by people who have the same passion which arguably gives them a positive and creative spin on it so they are motivated to put their efforts into it.
8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
“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” (Hartley 2010 241). 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?
It feels more physical. The publisher name also gets into the new market, opening up possibilities for more commissions.
10) What are the challenges in terms of funding and distributing an independent magazine?
It is a problem when the concept behind the magazine is quite specific, therefore less people will be inclined to invest in it.
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?
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?
Most of the revenue comes from advertising so they need a lot of money to pay for it.
3) What does the article suggest regarding finding an audience for an independent magazine?
It;s about subject scope. If your topic is too broad or too specific, then people won't be interested.
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.
The cost of actually distributing them via a mainstream source is costly so the final copy needs to perfect and sellable.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
Host events, sell merchandise and even set up social which will allow the ans to interact.
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?
It’s never been easier to start your own magazine and find an audience. There’s never been a better time to be a magazine fan. The whole ‘Print is dead’ narrative has turned out to be only half true.
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.
Niche aspect
offering a close and personal connection with the editorial team
unique idea in the feminist values
well put-together
attention to detail - art house photos - front cover
alternative/modern views on sexuality and gender - interviews
4) How does Jamieson see the future for the magazine industry?
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?
Yes because there is a growing cause for feminism, especially fourth-wave feminism, OC will be a great way to keep some entertainment as well as integrity in the community. Iceberg Press might be a bit hesitant as it's a small independent so it might not do economically well. Bringing in Hesmondhalgh commerce vs art argument, it might be sensible to keep OC going for a few more years if the income is decent, if not, I'm sure Iceberg will pull the plug.
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