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?
Iceberg press was set up as an attempt to reintroduce independent magazines
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?
Oh Comely and the Simple things
4) What similarities do you notice between The Simple Things magazine and Oh Comely?
Both are very artsy, both quite centred around women
5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
The major difference is the sheer size of Hearst UK compared to Iceberg press, and the amount of magazines that Hearst UK publish compared to Iceberg press
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?
An independent magazine is a print magazine that works independently from large corporations
2) What does Hamilton (2013) suggest about independent magazines in the digital age?
Hamilton states that small independent magazines are thriving while large publishers are failing
3) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
- Kinfolk aims to help readers find ways to simplify their lives
4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
- Well executed magazines show a greater appreciation for graphic design and the appearance of the magazine
5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
- Independent magazines tend to be launched from crowdfunding because money is needed in order to set up the magazine and print copies etc.
6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
- Independent publishers can use the internet to create a strong social media presence- relating to niche 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?
- This enables the producers to have more creative power over the magazine- which would help the magazine have more of a distinctive identity.
8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
The main benefits are:
- Shares the strengths of ideas of other people to create a better concept
- Creates more of a unified vision
9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
- The nostalgia surrounding the actual feeling of turning the pages and holding the actual copy.
10) What are the challenges in terms of funding and distributing an independent magazine?
- Contributors will not necessarily gain a large profit
- They cannot pay for distribution
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?
I believe the feeling of having a small sometimes eccentric magazine that fits what you like can make you feel special or educated
2) Why is the magazine publishing industry set up to favour the big global conglomerates?
Economies of scale quite often is the leading reason.
3) What does the article suggest regarding finding an audience for an independent magazine?
- The subject matter of the magazine should not be too broad- your magazine will get lost
- The subject matter should not be too niche - leading to being unsuccessful
- The magazine should have a balance- audience is engaged
4) What are the challenges for magazine distributors?
Shipping and production of magazines can be very difficult to handle.
5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
Examples they give are of magazine companies developing their own products and selling them.
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?
The combination of a growing popularity in independent publishing and the easiness of developing your own magazine is the resulting reason for this.
2) What are the common themes for successful independent magazines?
High quality
Sense of art direction
High quality writing
Content - unique
Art house - style
3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
- Form of activism - changing the world
- Style of the feature- different to other magazines
- acts as a form of empowerment
- encourages women to participate and take a stand
4) How does Jamieson see the future for the magazine industry?
Jamieson believes that the mainstream is going to go for the independent, and that the death of large media corporations is inevitable
5) How might this future impact Oh Comely? Do you think Oh Comely will survive the next five years - and why?
I think that Oh Comely has a strong enough fan base to remain successful (that is if they continue with their quality) this coupled with the growing popularity of independent magazines I think it has a pretty good shot. Then again this industry is volatile; and Oh Comely is still a young magazine.
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