Oh Comely Industries case study - blog tasks

Work through the following tasks to complete your work on the Oh Comely magazine CSP. There are plenty of questions here but you will find the reading gives you a brilliant insight into a vital aspect of media - the power of independent institutions.

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.

Oh Comely Language and Representation: blog tasks

Language: close-textual analysis

Work through the following tasks to complete your close-textual analysis of the Oh Comely CSP pages:

Front cover

1) What do the typefaces used on the front cover suggest to an audience?

It's a small, closely-owned magazine
Niche topic

2) The words under the title introduce the content and topics addressed. What do these suggest about the potential audience of Oh Comely?

They're very inquisitive and they are young adults interested in media.

3) How do the cover lines use narrative to create enigma? What do the cover lines suggest about the magazine's content and audience?

It focuses on female empowerment and it creates a supportive feel among the feminist community

4) Write an analysis of the central image.

The colours used are mainly drab. Her black jacket is some sort of embroidered jacket which has come into fashion recently. The fact that her hair is short is also progressive as it's a stereotype that women should have long hair. Her earrings are quite noticeable which puts an emphasis on fashion as well?

5) What representation of gender can be found on this front cover?

A metro view of gender. The latest trends of fourth-wave feminism as well as political correctness are expressed greatly here.


Feature: Speaking Out

1) What does the headline and standfirst suggest about Oh Comely's feminist perspective?

It encourages its readers to stand up against male oppression. It makes the readers feel closer together as they unite in the cause of speaking out

2) What do the interviewees in this feature suggest about the values and ideologies that underpin this magazine?

They value the integrity in women to share their stories and they believe in the female gaze,which promotes women power.

3) How conventional is the page design in this feature? Why?

It's very simplistic and it diesn;t really have too much extra. Its readability is also made better by the simple layput of the text. The text is somewhat easy to read but it's managable.

4) Pick out specific aspects of this feature that subvert the stereotypical representation of women in the media. Are they different to what we may find in conventional women's lifestyle magazines such as Glamour or Cosmopolitan? Why is the absence of men a key feature of Oh Comely?

Women are often represented as complacent and subervient which is subverted by the fact that they're speaking out. They're different to things like Vogue or Cosmopoiltan because they focus on a postive feminist outlook as opposed to stereotypes. The abscence of men shows that this is not influenced whatsoever by them.

5) How does the photography offer a fresh or unusual perspective on women?

Something that would make them uncomfortable but is actually tackling a issue that strikes close to home for some feminists.


Feature: More than gender

1) How does this feature offer a fresh perspective on gender and identity?

Gender is subjective and that you are now able to indentify as anything you want because we live in a accepting society.

2) What is the significance of the writer and photographer? How does this fit with the Oh Comely brand?

The writer is there to give meaning and substance to the cause of the magazine and the photographer makes the cause come to life by visualising it.

3) What style of photography is used in this feature?

I would say it;s very artsy and simplistic with not a lot in there.

4) What representations of the transgender lifestyle can be found in this feature?

We can see here that  they feel like it took a long time fir people to get used to their gender.
They talk about empowerement and how they find pride in living their lives even with a bit of abuse.

5) Why is the biographical information at the end of the article significant? (Clue: the writer is also an editor of a niche, creative magazine called Entitle).

It networks a lot of the niche magazine writers who will then have a better chance raising awareness about their interests. It also creates a personal relationship with the brand.

Representation and identity

Work through the following questions on representation and Oh Comely:

1) How do representations in Oh Comely challenge stereotypes? 

They present feminism in a positive and influential light. Usually it;s shown as radical and never makes change but in this magazine it;s shown as a force than can influnce anyone.

2) What representations of race, ethnicity and nationality can be found in the 'Speaking Out' feature?

It also promotesthe idea that no religion disvalues femininity. The first lady to be interviewed was of Somali background and then presents her ethnicity as a different view to what would normally be said when talking abut female rights.

We can see an overall diverse line-up of writers and people who feature in OC.

3) What representation of women and femininity can be found in Oh Comely?

The dominant representation of women is that they are powerful and able to stand up against the patriarchy. 

4) Why might Oh Comely deliberately under-represent men? (The absence of men in the magazine appears to be a largely deliberate move by the editors).

There are many magazines that value men as the winners of the world whereas there are very little that soley focus on women. They might under-represent men because they feel like they have been left out of a topic that focuses on fighting against male-dominated outlets.

5) Does Oh Comely fit into the possible fourth wave of feminism? Or is it evidence of post-feminism - that feminism is no longer needed?

It fits into 4th wave because it tackles issues surrounding the feminist community, they wouldn't do well if feminism didn't exist. 

6) How does the 'More than gender' feature challenge Levi-Strauss's structuralist theory of binary opposition?

The feminist movement is multi-faceted and doesn't just rely on raising awareness.

7) Judith Butler argues gender is a performance. How does Oh Comely challenge traditional gender roles? You should refer to both the cover and the selected CSP features. 

Gender is something these women, both writers and readers, have embraced. They build their idea of femininity around them while discovering the fundemental issues surrounding feminism. The cover page suggests that women make their beliefs and gender a part of their lifestyle. The features also oppose Butler's ideas as these women have embraced gender and not conformed to societal beliefs.

8) Liesbet van Zoonen has suggested women's bodies are objectified and artificially constructed to present women as passive and restricted to secondary roles. How does Oh Comely challenge this stereotypical representation of women in the media? 


OC empowers women to feel proud about who they are. They have no bikini features or any get-fit-quick tips. It encourages women to speak up about issues regarding the feminist community so sexualising women wouldn't really be the right thing to do.

9) David Gauntlett argues that identity is becoming more fluid, media representations change over time and that there are generational differences. Does Oh Comely support this viewpoint?

Yes because if OC was released in the 60s, they would get tons of hate as there was just two genders, men and women. OC supports new and emerging movements which have all stemmed from the idea of gender fluidity. They cover progressive topics which definitely agree with Gauntlett's view.

10) It has been argued that Oh Comely is a far more open text (Stuart Hall - encoding and decoding/reception theory) with more room for negotiation in interpretation. Do you agree with this view? Why?

I agree with this view as because this is about feminism, we can bring in all the previous waves. It has a lot of information and context to give and this a more open topic with a variety of opinions such as Butler and Gauntlett.

Oh Comely - Audience blog tasks

Read Meet the Editor - Oh Comely in Media Magazine 65 (p26). You can find this in our Media Magazine archive. This gives you a brilliant introduction to the magazine. Answer the following questions:

1) Summarise the ownership and production of Oh Comely - how did it start and who owns it?

It started with three university friends and the thought that women were negatively portrayed in magazines.

2) What is the print circulation and how many subscribers do they have?

The print circulation per issue is 10,000 copies and they have 3000 subscribers.

3) How does the editor Alice Snape characterise the typical Oh Comely reader?

18-35-year-old creative, intelligent women who may or may not be settled into careers and are looking for inspiration from other women/interesting characters. Oh Comely readers are educated and politically aware and looking for a unique and thought-provoking look at the kind of lives they aspire to lead.

4) What are the key aspects of the magazine's design aesthetic discussed by the editor? How might this link to audience pleasures?

The magazine’s design reflects the words, it’s thoughtful, beautiful – the clean and minimal layout allows the words and pictures to shine. We work very closely with illustrators who create original works of art for our features - readers could see themselves reflected in the design.

5) How does the magazine represent women in terms of its production team and editorial decisions?

It's run by a fully female team 


Now read the Oh Comely website page on advertising and audience to get a good idea of the demographics and psychographics for the Oh Comely target audience. Answer the following questions:

1) How does Oh Comely introduce itself ('what it's all about')?

Oh Comely is a powerful mix of words and pictures, stylishly presented and much loved by its readers. It provides an alternative to the ‘pile-it-high-sell-it-cheap’ aesthetic of mainstream magazines for young women, and this is why it has carved a loyal niche of fans. It is a breath of fresh air for a creative audience desperate to find something that speaks to them directly in an accessible, intelligent and interesting voice.

Its time has come. 

2) How do the print circulation/readership statistics for Oh Comely compare to Men's Health?

the print circulation for Oh Comely is 10k whereas Men's Health is close to 120k. The readership for MH is nearly a million but for OC it's just 3k.

3) How is Oh Comely distributed to the audience?

It is distributed via WHSmith, independants and international retailers

4) What do you think the target audience demographics for Oh Comely might be? Some details are provided by the magazine (e.g. average age 27) and you can fill in further gaps using the Media Magazine interview with the editor.

A woman who is around the age of 27 and has strong views on female equality and who are very modern.

5) What psychographic groups might be attracted to Oh Comely? If you've forgotten this, revise psychographics here!

I think that the groups most attracted to OC would be Explorers, Succeeders, and Aspirers

6) What social class classification would you expect most Oh Comely readers to be? Why?

ABC1/AB would be the right one as they are more likely to form sophisticated opinions and would know a lot more about the misrepresentation of women in contemporary media.

7) What level of education would you expect for most Oh Comely readers? Why?

Oxford level or first degree (top-of-the-class students) because they are educated with the knowledge that women aren't given an equal say in magazines.

8) What audience pleasures are offered by Oh Comely?

Personal identity -  Readers enjoy having their quirky, creative lifestyle and feminist viewpoint endorsed and reflected by the magazine.

Personal relationship - readers get to know the editorial team

surveillance - readers learn about niche events and stories

9) It has been suggested Oh Comely is a “magazine about people, their quirks and creativity rather than money and what it can buy”. How does the design and advertising content of Oh Comely support this view?

Oh Comely focuses itself on niche topics, releasing six issues annually. They make sure their readers get a different and very personal takeaway from their stories. They cover things that don't make a lot of profit but value the underdog/niche industry. (links to Hesmondhalgh cultural industries - commerce vs artistic value)

10) Why do you think Oh Comely has been able to build a loyal audience of subscribers in the years since it launched? Think about audience demand, rival magazines and the overall media landscape in the digital age.

The Oh Comely readers, of which there are roughly 25,000, are given personal introductions to the editorial team. This is to build a personal relationship between the readers and it make the readers feel very valued and feel they are a part of something.

Unlike rival magazines like Vogue, they explore niche stories, people and events, which focuses on educating and enlightening their rederbase rather than profit off their subscriptions. They have kept their head above the water through using the internet as a medium through which fourth-wave feminists can interact with the magazine's content. 

Men's Health - Industries case study blog tasks

Hearst publishing

Research Hearst publishing by looking at the Hearst UK website and the Wikipedia entry for parent company and conglomerate Hearst Communications. Then, answer the following questions:

1) Hearst UK is part of Hearst Communications. What is Hearst Communications and where is it based?

Hearst is a publishing firm and deals with lots of publications such as Men's Health and Cosmopolitan. They are based in New York.

2) What media industries and brands make up the Hearst Communications conglomerate?

Esquire, Good Housekeeping and Country Living. San Francisco Chronicle, the HoustonChronicle, Cosmopolitan and Esquire.

3) What was the global revenue for Hearst Communications (in dollars) for the most recent year on record?

11.4 billion

4) Focusing on Hearst UK, what other magazine brands are part of Hearst UK publishing? How many UK people do they reach in print and online?

ASDA Magazine, Best, Digital Spy, Inside Soap, Town and Country


Now read this Campaign interview with Hearst UK CEO James Wildman and answer the following questions:

1) What is James Wildman's plan for Hearst UK?

To make the 22 publications become 22 iterations, to be more integrated and connected

2) What percentage ad decline are consumer magazines facing?

A 10% drop

3) What Wildman think about premium content and paywalls?

Wildman admits "the headwinds are tough" for online advertising. "I think we should charge for our premium content," he says, citing "the most extraordinary recipe archive" at Good Housekeeping as an example. But he says no paywalls are planned yet.

4) How has Hearst used diversification to grow the business?

They run events, sell merchandise and endorse other products

Finally, read this Hearst UK press release for their late 2018 ABC figures and answer two simple questions:

1) Is Men's Health increasing or decreasing in circulation?

increasing

2) What does the press release say about recent successes associated with Men's Health?

Men’s Health’s #MendTheGap campaign continues to help redress the disparity between attitudes toward mental and physical health, whilst its range of home gym equipment is the best-selling premium gym range in Argos


The impact of digital media on the print magazines industry

Read this BBC website feature on the print magazine industry and then this Guardian feature on the demise of NME magazine and print magazines in general. Now answer the following questions:

1) Why are traditional print magazines struggling?

Many can access the same content more easily online

2) What genre of magazines is currently bucking the trend and increasing sales? Why is this?

news and current affairs because we rely on these media sources to give us information

3) In contrast, what magazine genres are struggling? Give examples of magazines that have declined or stopped printing altogether.

showbiz magazines and fashion ones

4) Look at the Guardian article in detail. What statistics are provided to demonstrate the decline in the print magazines industry between 2010 and 2017? What about the percentage decline from 2000?

Revenue went from £512m to £250m in just 7 years. In 2000 it declined by 55%.

5) What percentage of ad revenue is taken by Google and Facebook?

65%

6) What strategies can magazine publishers use to remain in business in the digital age?

Include special and inclusive content. Advertising helps massively with magazines like Vogue. They also make other content that you can only access on their website.

7) Why does the Hearst UK CEO James Wildman suggest that the magazine industry is not dead?

The magazine industry is a lot more diverse than we think. 

8) What examples from the Guardian article are provided to demonstrate how magazines are finding new revenue streams? What is the Men's Health branding used for?

“Endorsement, accreditation and licensing are increasingly lucrative." The Men's Health brand is being used for home-gym equipment on sale at Argos.

9) What signs for optimism might there be for traditional magazine brands?

They have a loyal and traditional fanbase. They trust the news as there would be a editor, separating fake news. 

10) How does Men's Health fit into this picture? Why do you think Men's Health has remained successful in the digital age? Do you think Men's Health will continue to publish for many years to come? Why?

Men's Health will be in production for at least a decade because they can survive a lot off their health products. As society becomes more conscious about body image, they can exploit that market and get a lot of profit.


The Men's Health website and social media

Visit the Men's Health website, Twitter feed and Instagram. Answer the following questions:

1) What similarities do you notice between the website and the print edition of the magazine?

It mainly focuses a ot on betterment and is even offering products like cream.

2) What is the Men's Health daily newsletter and what does it include? How does this help Hearst UK to make money?

It includes snippets and details of their other magazines. This helps to promote their other publications and increase readership.

3) Look at the Men's Health website menu bar. What are the menu options? What does this suggest about the representation of men and masculinity associated with Men's Health?

Fitness, Mental Health, Style, Nutrition and Workouts - this is the generalisation of what a 'perfect' man should take interest in.

4) Choose one of the menu sections (e.g. Mental Strength) and write a list of the features in that area of the website. What target audience are these features aimed at?

In Style, they include fashion such as sweaters and what trainers Obama wears. They also have grooming pieces where they explain how to stop ageing. This is aimed at adults, aged between 25-50.

5) Do you think the Men's Health website is trying to sell the print version or simply build a digital audience? What are the advantages and disadvantages of a 'digital first' strategy?

They would lose all readership of their print version if they decide to value digital more however their readership could be increased by going online, which is much more accessible.

6) How does the Men's Health Twitter feed use 'clickbait' to try and get users to click through to the magazine's website? Give examples of tweets that are designed to get the audience to click through.

They said: Deploy these tips and watch your gains multiply - which isn't really true as it takes time to lose weight.

7) How does the Twitter feed uses images and video content alongside text and links?

They use videos and images to entice the audience and to make them agree and be attracted by a certain lifestyle. They use links to promote their digital content.

8) What does the Men's Health Instagram suggest about the Men's Health brand? Is this appealing to a similar audience to the print version of the magazine?

They want their models to push their 'fit' aesthetic and they post a lot of food posts which is an advertisement for their products. The audience is different as younger people can also access their socials so they think that it's better to promote more child-friendly content.

9) Is the Men's Health social media designed to sell the print magazine or build a digital audience? Why?

Print magazine because they have been doing it for a longer time and they have fiund much success that way.

10) Evaluate the success of the Men's Health brand online. Does it successfully communicate with its target audience? Will the digital platforms eventually replace the print magazine completely?

I think the print is still the best edition. They have a lot more freedom online however but they fail to connect with the next generation of readers, there really isn't much to read for the younger ages, 18-21. I think within the next 20 years, the print edition will succumb to the digitalisation of the print industry.