Oh Comely Industries case study
Oh Comely Industries case study - blog tasks
Visit the Iceberg Press website - particularly the Who Are We page and the Why Are We Here page.
1) Why did the people behind Iceberg Press set it up?
The people behind Iceberg Press set it up because they believe in the "power of word" and "other magazines are giving up on their readers." Iceberg wish to do things differently and are independent.
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.
Oh Comely and The Simple Things
4) What similarities do you notice between The Simple Things magazine and Oh Comely?
They both go against the typical conventions of a magazine (e.g Men's Health magazine) and they are targeted at a niche audience. There is barely any cover lines and very empty and seem very creative and classy.
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
Iceberg Press is more for niche audiences where as Hearst Publishing is the opposite. Hearst seems to follow typical conventions of a magazine where as Iceberg Press goes for a more rare theme.
Iceberg Press is more for niche audiences where as Hearst Publishing is the opposite. Hearst seems to follow typical conventions of a magazine where as Iceberg Press goes for a more rare theme.
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?
Published without the financial support of a large corporation or institution in which the makers control publication and distribution
2) What does Hamilton (2013) suggest about independent magazines in the digital age?
"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?
It does not want to attract a mainstream audience which is the same as Oh Comely.
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
Struggling to keep readers from moving online
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
Relied entirely on its online crowdfunding campaign for print publication
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
Rely on collaboration to achieve them.
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?
The founders, editors and art directors who share a similar creative vision.
8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
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?
A culture of collaboration, creative passion, appreciation of graphic design and physical print all represent an alternative to the conventions of mainstream mass media.
10) What are the challenges in terms of funding and distributing an independent magazine?
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.
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?
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?
These are the titles that 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.3) What does the article suggest regarding finding an audience for an independent magazine?
From Twitter to Instagram, from Patreon to Kickstarter, it’s never been easier to build an audience, and sell your creation to them.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.
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?
2) What are the common themes for successful independent magazines?
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
4) How does Jamieson see the future for the magazine industry?
5) How might this future impact Oh Comely? Do you think Oh Comely will survive the next five years - and why?
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?
Published without the financial support of a large corporation or institution in which the makers control publication and distribution
2) What does Hamilton (2013) suggest about independent magazines in the digital age?
"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?
It does not want to attract a mainstream audience which is the same as Oh Comely.
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
Struggling to keep readers from moving online
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
Relied entirely on its online crowdfunding campaign for print publication
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
Rely on collaboration to achieve them.
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?
The founders, editors and art directors who share a similar creative vision.
8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
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?
A culture of collaboration, creative passion, appreciation of graphic design and physical print all represent an alternative to the conventions of mainstream mass media.
10) What are the challenges in terms of funding and distributing an independent magazine?
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.
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?
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?
These are the titles that 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.3) What does the article suggest regarding finding an audience for an independent magazine?
From Twitter to Instagram, from Patreon to Kickstarter, it’s never been easier to build an audience, and sell your creation to them.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.
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?
2) What are the common themes for successful independent magazines?
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
4) How does Jamieson see the future for the magazine industry?
5) How might this future impact Oh Comely? Do you think Oh Comely will survive the next five years - and why?
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