Oh comely - Industries case study

Oh Comely Industries case study - blog tasks

Work through the following tasks to complete your work on the Oh Comely magazine CSP. There are plenty of questions here but you will find the reading gives you a brilliant insight into a vital aspect of media - the power of independent institutions.

Iceberg Press


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

They set it up because Lisa "believe in the power of the printed world" and "David believes that lots of magazines have given up on their readers. Iceberg hasn't, but ssh, that's our secret weapon"

2) What is the Iceberg Press mission statement?

"Iceberg exists to do things differently"

- 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?

The two magazine that Iceberg press publishes are oh comely and The simple things.

4) What similarities do you notice between The Simple Things magazine and Oh Comely?

They are both niche magazines with a similar reading audience. Also, they both pinpoint their audience to a specific interest and viewpoint.

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

The difference between Hearst UK and and Iceberg press is that they both have different audience in terms if the magazine's they publish and in terms of how long they have been in the industry as a company.


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?

An independent print magazine is "published without financial support from a large corporations with rights over distribution over the magazine".

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

Hamilton suggests that the independent magazines in the digital age are at an advantage as they have a huge and active online presence, the creators set their own terms which audiences are fond of.

3) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?

The aim of Kinfolk magazine is “ways for readers to simplify their lives, cultivate community and spend more time with their friends and family”

The similarities that this links with oh comely is that they both reach a niche audience and both tie together with surveillance I'm referring to gratification theory.

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

Independent magazines are successful because they have a strong online presence while Bauer is struggling because readers are moving to online based content.

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

Independent magazines launch through crowdfunding campaigns and with the help of dental media to spread to their audience.

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

The article states that independent magazines use digital media because "Thanks to developments in areas such as digital printing and electronic file transfer, “people with expert knowledge of a special interest area can potentially take advantage of the low barriers to entry in the industry to originate their own magazine titles and use contract printers to create the finished product”

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?

It is significant because that is what their readers respond too and like so by changing who owns and creates these stories will evidently affect the time and nature of each issue. 

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

It suggests that like minded people can collaborate which fits with their agenda for that specific magazine and creates "semiotic, self determination" which can incorporated into each issue.

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

Audiences might love the printed form of magazines especially in the digital age because it creates a sense of vintage and contributors will gain too and their name will in print and recognised.

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

The challenges that independent magazines face in terms of funding and distribution can lead to difficulties as micro circulation and to pay editorial staff but many have found other innovative solutions.


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?

Independent magazines are popular among the majority because their subject matter is more diverse and reaches an wider audience.

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

This is because of advertising and getting magazine publications to advertise their products, they have multiple titles.

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

It can be easier than ever due to digital media but independent magazines must be careful to what their agenda should be as it shouldn't be too concise because that would only be relevant to a small amount of people.

4) What are the challenges for magazine distributors?

One is that shipping costs for boxes of magazines are expensive and when publishers pay for both shipping and the magazine and they don't sell that's when their magazine gets pushed back.

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

The examples they gave were 'League of Ireland fan culture magazine', 'Gentlewoman', 'Kinfolk' and 'cereal' etc.


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?

Jamieson suggests there's a renaissance in independent publishing because it's easier than ever to make a magazine and find an audience.

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

The common themes for successful independent magazines are their art, their ethos and subject matter basically.

3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.

- Their printed art is well oriented around the issue.

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4) How does Jamieson see the future for the magazine industry?

Jamieson sees the future for the magazine industry as the standard for magazines will come up and independents should focus on investment in quality content and producing more.

5) How might this future impact Oh Comely? Do you think Oh Comely will survive the next five years - and why?

Yes, oh comely will be impacted as will many independent magazines but I feel as though oh comely strives on being a fun magazine with a niche and loyal audience which means with new shifts in content but still upholding their ethos it van work out really well for them.