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 to do things differently- 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).
The Iceberg Press's 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 similarities do you notice between The Simple Things magazine and Oh Comely?
Oh Comely and The Simple Things have similarities due to them both being independent and niche magazines made by Iceberg Press. The target audience for both are also similar due to the aim towards middle-class audiences between the ages of 20-late 30s
4) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
Hearst UK and Iceberg Press are very different. One way in which they differ is through the fact that Hearst UK publishes many mainstream magazines such as Cosmopolitan and Elle whereas Iceberg Press publishes a smaller variety of independent niche magazines
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 definition of an independent print magazine is “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 suggests that independent magazines in the digital age 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?
The aim of Kinfolk magazine is to find “ways for readers to simplify their lives, cultivate community and spend more time with their friends and family”. One similarity to Oh Comely, Kinfolk is an independent niche magazine that subverts mainstream magazine conventions
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
The article suggests that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling as independent magazines use digital developments to their advantage, and have a strong online presence
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
Independent magazines like Alphabet Family Journal launch by first identifying a goal for the magazine. For the first issue of AFJ, there had to be complete reliance on its online crowdfunding campaign for print publication. 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 Kickstarter 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?
The article suggests that independent publishers use digital media to target their niche audiences as they can now easily recruit new readers, new collaborators and media interest. 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?
It is significant that independent magazines are owned and created by the same people because this is what allows them to hone in on such specific markets as everyone working on the magazine should then share a similar creative vision. This allows the creative process a lot easier as all of the creators have the same vision for what is to be produced
8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
The benefits of a 'do-it-yourself' approach to creating independent magazines are that the spirit of collaboration encourages like-minded creative people to produce work together without the confines of editorial briefs that typical mainstream magazine have. This emphasises semiotic self-determination in how citizens formulate and live out their identities and actions as citizens”
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
Audiences may appeal to the printed form of magazines in the digital age more because of the aesthetics of certain publications. 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. The appeal of print magazines may be something to do with how they are “something real [that] will never go away. Because nothing beats the experience of print. There is beauty in the ritual of holding a physical magazine in front of you”
10) What are the challenges in terms of funding and distributing an independent magazine?
The challenges in terms of funding an independent magazine are that while they might be able to accumulate the initial costs to produce their magazine through crowdfunding from there, creators have to 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.
With regards to distributing an independent magazine, it can be difficult to reach widespread distribution in news agencies and other typical magazine retailers. Brimble’s realisation that independent magazine production is “10% creative, 90% hustle” 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
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 as they are as much objects as magazines, collectible and shareable in the best sense of the word. 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. From Twitter to Instagram, from Patreon to Kickstarter, it’s never been easier to build an audience, and sell your creation to them
2) Why is the magazine publishing industry set up to favour the big global conglomerates?
The magazine publishing industry is set up to favour the big global conglomerates as they can rely on advertising (rather than copy sales) for revenue. They have a relatively cheap cover price (a 12-issue subscription to Vogue UK costs less than £20), and are filled with adverts. On the other hand, 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?
Regarding finding an audience for an independent magazine, the article suggests that figuring this out is key. Making the subject of the magazine too broad will lead you to get lost in the crowd while making the subject too narrow will leave you with too small of an audience therefore you have to get it just right. Once you know who your audience is, many other elements will fall into place
4) What are the challenges for magazine distributors?
The challenges for magazine distributors are based around the cost of distributing. 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?
The article suggests that many independent magazines only make money by diversifying into other products such as if you set up a League of Ireland fan culture magazine you can host events, sell graphic prints, T-shirts and maybe even set up a Patreon account to host football podcasts
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