Oh Comely Industries case study - blog tasks
1) Why did the people behind Iceberg Press set it up?
Iceberg states they exist to do things differently. To usher in a new age for magazines and media brands. The also go on to say how 'The world of magazines has never been more vibrant and innovative, but you wouldn't know it from the average newsstand today. We aim to bridge that gap. To bring the best of the spirit of the independent publishing scene to a wider audience using the skills and knowledge we gained for some of the world's biggest publishing companies.
2) What is the Iceberg Press mission statement? (It's on the Why Are We Here page and is a series of statements).
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?
Both The Simple Things magazine and Oh Comely are primarily minimalist magazines.
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
Hearst UK publishes content for multiple platforms instead of just sticking to just one, in contrast Iceberg Press only stick to one platform which is print instead s using television or online.
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 magazines are defying the predictions of many that print magazine are a fading relic of the pre-digital world.
2) What does Hamilton (2013) suggest about independent magazines in the digital age?
Hamilton suggests that "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 mag was founded in Portland Oregon in 2011, the aim of it being published is to find ways for readers to simplify their lives, cultivate community and spend more time with their friends and family. There is a similarity to Oh Comely as they also want to make sure their readers are content with their lives and change the society the live in for the better.
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 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. It is also 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. However Independent magazines face new challenges like raising funds to produce and print issues, distributing online or through atypical channels and relying on free labour and shared passion to create original content.
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
Independent magazines are more often launched from crowdfunding as money is necessary to when setting up magazines and print copies just like Alphabet Family Journal as they were set up from these same crowdfunding tactics although they did also generate funds by making a short films which outlined the aims of the magazine
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
Alongside a firm grasp of technology, indepenndent 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. [we can now] get the word out there, get to know people". Independent magazines use this access to their advantage as they recruit new readers, collaborators and media interest.
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 as monthly and weekly mags are directed by deadlines and the bottom dollar, thus the demands of the owner or publisher, the release of an independent magazine 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?
The benefits are that it it creates a unified vision and in turn shares the strengths of the ideas of other collaborators in order to come up with a stronger and more efficient concept.
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
It is stated that there is beauty in the ritual of holding a physical magazine in front of you. Mettler states "There is something nostalgic about a magazine. It's substantial and you can smell the paper. It hits you at a subconscious level. I don't get the same emotional connection with digital content.
10) What are the challenges in terms of funding and distributing an independent magazine?
Creators rely on subscriptions nd 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. Independent magazines struggle to reach widespread distribution in news-agencies and other typical magazine retailers.
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?
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?
The magazine industry is set up to favour the big publishers, those with multiple titles, large sales teams and economies of scale. These re the titles that rely on advertising for revenue. They have relatively cheap cover prices and are filled with adverts. The independent titles are reliant on copy sales, as their print runs are too small for advertisers and the media agencies that represent them.
3) What does the article suggest regarding finding an audience for an independent magazine?
Making your subject too broad and you will undoubtedly get lost in the crowd. Make it too narrow and your audience will be too small. Get it right and you may just have a chance. Once you know who your audience is many other elements will fall into place.
4) What are the challenges for magazine distributors?
Shipping boxes of magazines is expensive, and with publishers taking all the risk by paying for both shipping and if they don't sell, the price of shipping them back, it is key that publishers focus on getting as many direct sales online as possible. The more people aware you exist, the more people will purchase your magazine.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
You can host events, sell graphics, T-shirts and maybe set up a Patreon account where you can host football podcasts.
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?
She suggests it has "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. The internet has killed, or is killing print. This timely death has cleared the way for crafted, covetable, collectable print. The indies have been at the forefront of this, but the mainstream are following. So I'd say this isn't just a renaissance in independent publishing. This is a renaissance in publishing full stop"
2) What are the common themes for successful independent magazines?
The common themes for a successful independent magazine are: great art direction, a focus on the reader than the advertiser, a strong unique idea at the magazine's core, investing in the magazine as an object, good paper stock, expert printing and well produced content.
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
The content in Oh Comely is very unique and shows they have something to say as encourages empowerment for women in order to change the world for the better. which is something you wouldn't usually see in these magazines. There is also a strong sense of art direction as it takes a very different approach with the minimalist style they use. There is also a lot of use of photographs of different things mostly being nature.
4) How does Jamieson see the future for the magazine industry?
She believes "we'll see more magazines come and go. But that the standard will continue to rise. 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?
I believe that Oh Comely will survive the next five years as they have one of the most loyal audience who always stick by the publishers as they have created a sense of connection, the audiences will continuously stay with Oh Comely as long as possible as they get enjoyment out of reading it for the uniqueness it brings. However Oh Comely will definitely have competitors to face as other magazines will adapt in order to keep up in the running with magazines like Oh Comely.
Iceberg states they exist to do things differently. To usher in a new age for magazines and media brands. The also go on to say how 'The world of magazines has never been more vibrant and innovative, but you wouldn't know it from the average newsstand today. We aim to bridge that gap. To bring the best of the spirit of the independent publishing scene to a wider audience using the skills and knowledge we gained for some of the world's biggest publishing companies.
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?
Both The Simple Things magazine and Oh Comely are primarily minimalist magazines.
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
Hearst UK publishes content for multiple platforms instead of just sticking to just one, in contrast Iceberg Press only stick to one platform which is print instead s using television or online.
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 magazines are defying the predictions of many that print magazine are a fading relic of the pre-digital world.
2) What does Hamilton (2013) suggest about independent magazines in the digital age?
Hamilton suggests that "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 mag was founded in Portland Oregon in 2011, the aim of it being published is to find ways for readers to simplify their lives, cultivate community and spend more time with their friends and family. There is a similarity to Oh Comely as they also want to make sure their readers are content with their lives and change the society the live in for the better.
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 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. It is also 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. However Independent magazines face new challenges like raising funds to produce and print issues, distributing online or through atypical channels and relying on free labour and shared passion to create original content.
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
Independent magazines are more often launched from crowdfunding as money is necessary to when setting up magazines and print copies just like Alphabet Family Journal as they were set up from these same crowdfunding tactics although they did also generate funds by making a short films which outlined the aims of the magazine
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
Alongside a firm grasp of technology, indepenndent 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. [we can now] get the word out there, get to know people". Independent magazines use this access to their advantage as they recruit new readers, collaborators and media interest.
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 as monthly and weekly mags are directed by deadlines and the bottom dollar, thus the demands of the owner or publisher, the release of an independent magazine 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?
The benefits are that it it creates a unified vision and in turn shares the strengths of the ideas of other collaborators in order to come up with a stronger and more efficient concept.
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
It is stated that there is beauty in the ritual of holding a physical magazine in front of you. Mettler states "There is something nostalgic about a magazine. It's substantial and you can smell the paper. It hits you at a subconscious level. I don't get the same emotional connection with digital content.
10) What are the challenges in terms of funding and distributing an independent magazine?
Creators rely on subscriptions nd 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. Independent magazines struggle to reach widespread distribution in news-agencies and other typical magazine retailers.
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?
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?
The magazine industry is set up to favour the big publishers, those with multiple titles, large sales teams and economies of scale. These re the titles that rely on advertising for revenue. They have relatively cheap cover prices and are filled with adverts. The independent titles are reliant on copy sales, as their print runs are too small for advertisers and the media agencies that represent them.
3) What does the article suggest regarding finding an audience for an independent magazine?
Making your subject too broad and you will undoubtedly get lost in the crowd. Make it too narrow and your audience will be too small. Get it right and you may just have a chance. Once you know who your audience is many other elements will fall into place.
4) What are the challenges for magazine distributors?
Shipping boxes of magazines is expensive, and with publishers taking all the risk by paying for both shipping and if they don't sell, the price of shipping them back, it is key that publishers focus on getting as many direct sales online as possible. The more people aware you exist, the more people will purchase your magazine.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
You can host events, sell graphics, T-shirts and maybe set up a Patreon account where you can host football podcasts.
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?
She suggests it has "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. The internet has killed, or is killing print. This timely death has cleared the way for crafted, covetable, collectable print. The indies have been at the forefront of this, but the mainstream are following. So I'd say this isn't just a renaissance in independent publishing. This is a renaissance in publishing full stop"
2) What are the common themes for successful independent magazines?
The common themes for a successful independent magazine are: great art direction, a focus on the reader than the advertiser, a strong unique idea at the magazine's core, investing in the magazine as an object, good paper stock, expert printing and well produced content.
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
The content in Oh Comely is very unique and shows they have something to say as encourages empowerment for women in order to change the world for the better. which is something you wouldn't usually see in these magazines. There is also a strong sense of art direction as it takes a very different approach with the minimalist style they use. There is also a lot of use of photographs of different things mostly being nature.
4) How does Jamieson see the future for the magazine industry?
She believes "we'll see more magazines come and go. But that the standard will continue to rise. 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?
I believe that Oh Comely will survive the next five years as they have one of the most loyal audience who always stick by the publishers as they have created a sense of connection, the audiences will continuously stay with Oh Comely as long as possible as they get enjoyment out of reading it for the uniqueness it brings. However Oh Comely will definitely have competitors to face as other magazines will adapt in order to keep up in the running with magazines like Oh Comely.
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