Magazines: Industries - the appeal of print and independent magazines

Our final piece of work on magazines looks at the appeal of print in the independent magazine sector.

This is crucial concept because The Gentlewoman is a small, niche independent magazine - completely different from the global brand that is GQ. We need to explore the surprising rise in independent publishing in recent years and why some small print magazines seem to be surviving in the digital age.

Lesson notes

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).

Source: Writer's Edit



Print: the challenge for publishers

Despite the renaissance of print through independent magazines, there are still huge challenges:

• Distribution: finding distributor, risk of unsold stock
• Lack of advertising revenue: meaning high cover price (all over £5, many around £10 or more)
• Audience: finding and targeting a viable audience

Ironically, the internet has proved an unlikely saviour for independent magazines – it facilitates direct sales and subscriptions and allows magazines to find niche communities, crowdfunding and contributors.

The Gentlewoman and print

The Gentlewoman continues to exist but has had to offer a markedly different product to traditional print magazines:

• High cover price: £10
• Only two issues a year
• Strong online presence and diversification beyond print (club, merchandise, collaborations etc.)

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 industry and answer the following questions:

1) What is the definition of an independent print magazine?

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

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

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

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

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

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


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?

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

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

4) What are the challenges for magazine distributors?

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

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'?

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

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

Due date on Google Classroom