Oh comely - Industry case study

1) Why did the people behind Iceberg Press set it up?

Iceberg press squeeze set up Oh Comely with a specific end goal to cross over any barrier between the more standard magazines and the lively and creative substance of autonomous magazines. They additionally intend to bring the soul of print and lively substance to more extensive groups of onlookers 

2) What is the Iceberg Press mission statement? (It's on the Why Are We Here page and is a series of statements).

Iceberg's mission statement

It's all about the audience

Chase the work; not the money

Compromise is not 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 the intro pages of these two magazines are exceptionally insignificant and don't take after commonplace magazine traditions of flooding the screen with cover lines in strong content. 

5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?

Hearst Communications create an extensive variety of print distributions though Iceberg Press are in charge of two magazines: Oh Comely and the Simple Things. Hearst Communications likewise delivers content for various stages, for example, television while Iceberg Press don't (they are entirely print).

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?

A magazine that is distributed without the budgetary help of a huge partnership or organisation in which the producers control production and circulation. They are additionally "free" in soul because of a dissident supervisor or distributer who drives the magazine in a logical, non-business bearing.

2) What does Hamilton (2013) suggest about independent magazines in the digital age?

“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 expects to enable peruses to discover approaches to rearrange their lives, develop network and invest more energy with their loved ones. This is like Oh Comely as Oh Comely expects to make a feeling of having a place for ladies and influence them to feel enabled as a group, instead of feeling underrepresented.

4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?

Top notch magazines demonstrate a more prominent gratefulness for visual communication and the general appearances of print magazines. Energises people group and an affirmation of the social importance of magazines by and large

5) How do independent magazines launch? Look at the example of Alphabet Family Journal.

Independent magazines have a tendency to be propelled from crowdfunding in light of the fact that cash is required keeping in mind the end goal to set up the magazine and afterward print duplicates and so forth. Letter set Family Journal was set up from crowdfunding and they produced supports by making a short film encompassing the points of the magazine.

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

It builds a stronger relationship as they have an online following and a personal connection with their audience using social media. 

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?

They have a lot more creative control and aren't pressurised by a higher authority to create a certain thing, it's a lot more authentic.

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

Other creators working together create a more structured concept, and this magazine likes it to be more free. 

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

The nostalgia of using a traditional medium creates a more subconscious connection.

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

Contributors will not necessarily gain a large profit from their sales. Cannot pay the professional rates for distribution etc - leads to a smaller circulation.

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 provide the editors and writers a lot more freedom to write what they want. 

2) Why is the magazine publishing industry set up to favour the big global conglomerates?

Because they make a lot more money - they've built a loyal following and they provide information and articles that interests the mass. 

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

They have to know their audience. They have to select a big enough niche to attract enough attention, but also generate sales.

4) What are the challenges for magazine distributors?

Distribution is expensive and audience may not be as loyal to buying the print magazine when they see the magazine advertised, the conversion rates tend to be less than 1pc.

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

Sell graphic prints or T-Shirts. Maybe even launching a Patreon Page which is an online subscription service.

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?

Independent magazines tend to be more popular nowadays as they have to engage with readers and he passion behind the owners of the magazine is shown through the actual publication 

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

Strong sense of art direction, high quality of writing and a strong graphic identity and having content that is unique and shows that they have something to say

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?

Mainstream magazines will start to look more like the indie magazines that are aimed at more niche audiences. More advertisers will invest in these independent magazines and there will be more investment in their content in general. There will be a move away from trying to compete with the internet and online content.

5) How might this future impact Oh Comely? Do you think Oh Comely will survive the next five years - and why?
I do think Oh Comely will survive for the next five years because they have developed a strong loyal audience which enjoy the niche topics and theme of the magazine. Oh Comely have correctly adapted to the new technology and has managed to stay in the market. Their niche topics and creative style will maintain its loyal audience as long as they stick to their beliefs of chasing the work and not the money.