Magazines - print industries

 Industries: the appeal of print - blog tasks

Work through the following tasks to complete your work on magazines. You will find the reading gives you a brilliant insight into a vital aspect of media - the power of independent institutions.

1) 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” in spirit due to a maverick editor or publisher who leads the magazine in an exploratory, noncommercial direction” (Thomas 2007 40).  Independent magazines are defying the predictions of many that print magazines are a fading relic of the pre-digital world.

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) 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 and News Limited in Australia 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.

4) What does the article suggest about how independent publishers use digital media to target their niche audiences?

In an age where “small publishers often have to rely upon good peer networks to develop readers for their publication” (Fusco and Hunt 2004: 16), independent magazines are taking full advantage of the Internet to market themselves to their target audiences.

5) 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.

6) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?

(Founders) prize their small-scale for the basis for the intimate and creative character of their work. They opt for micro-entrepreneurship because independence will give them a sense of authorship and ownership: it is the best way for them to develop their own work” (Lead better and Oakley 1999: 22).

7) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?

These creators set their own terms and rely on collaboration to achieve them.

8) What are the challenges in terms of funding and distributing an independent magazine?

In dependants face new challenges: 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.

2) Irish Times feature on independent magazines

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?

This is because it is key that publishers focus on getting as many direct sales online as possible

3) What does the article suggest regarding finding an audience for an independent magazine?


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.

4) What are the challenges for magazine distributors?

Its easier than ever to build an audience however magazine distributors need to be willing to spend the money.

5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?

As for the money, if it does come, it’s often indirect. If you do set up that League of Ireland fan culture magazine, you can host events, sell graphic prints, T-shirts and maybe set up a Patreon account where you can host football podcasts.

3) Interview with Ruth Jamieson

Finally, read this excellent interview with Ruth Jamieson, who has written a book on the renaissance of the independent magazine sector. Answer these three quick questions: 

1) What does Ruth Jamieson suggest about the 'death of print'?

Many people asked her, “is print dead?” but it seemed obvious to her that it was very much alive and kicking. So she wanted to put that question to bed and wanted to celebrate the new wave of independent magazines that was breathing new life into an old medium. On a personal level, she loved the thought of spending six months researching all her favourite magazines.

2) What are the common themes for successful independent magazines?

It can provide a more luxurious experience- you can unplug and immerse yourself in a magazine in a way that you can’t online. It’s collectable- it can sit on your coffee table and say something about who you are and it’s physical so it can appeal to all your senses. 

3) How many of these aspects can you find in The Gentlewoman? 

The gentlewoman is also a magazine that you can immerse yourself in as it feels better to physically have a copy of something so interesting, rather than scrolling mindlessly online.