Indie Mags: A zine about indie magazines.

ISSUE Nยบ1

INDIE MAGS an autoethnographic exploration of Australian independent magazines

BCM241 | Digital Artefact Lizzy Snow [5752437]

A ZINE ABOUT INDIE MAGAZINES Editor’s letter

01

But, what are indie magazines?

02

My research

04

Meet the mags

05

What makes them so valuable?

06

Cultural paradox — capturing and creating

07

Influence on culture

09

Old/new media

11

Diverse content, despite a niche focus

13

Array of topics

15

Supporting creatives

17

Bold, thoughtful design

19

Innovative and curated visual design

21

Sturdy and tactile design

23

Ok, so to wrap-up

25

References 28

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Editor’s letter

by Lizzy Snow

Independent (or ‘indie’) magazines

as long as I can remember – I would

have existed since the beginning of

steal my mum’s fashion, design and

print in the 18th century, but in the

gardening magazines just to flip

new digital age, the decline of print as

through the beautiful images and

a medium is accelerating . However,

layouts (even if I didn’t read the

although the current era is described

articles). Now, while studying graphic

as the “death of print” (Longhurst 2015,

design and international studies, I

p. 32), until the late 1990s and into

still frequently reach for magazines

the 21st century, the print medium

for inspiration or leisure, and when

has flourished through “small-scale,

I travel overseas I always purchase

independent magazines even as it is

local magazines as a way to see into

disappearing from much traditional

the culture and remind me I was there.

and corporate media” (Carlin and

Magazines bring together creative

Mason 2017, p.193). The print medium

practitioners such as photographers,

has embraced new digital technology

illustrators, designers, writers and

in order to boost its brand and

editors to produce a final artefact for

reader following between issues, and

print. I keep and look after them, the

with great attention to design and

indie, non-mainstream magazines I

production detail, are now considered

purchase, but why is this? Let’s take a

to be artworks in their own right.

look…

I have loved reading magazines, particularly on arts and culture, for

— 01 —

But, what are indie magazines?

Owned and operated independently

design, the visual arts, photography,

of major funding or political bodies,

music and film” (2012, p.384). The

indie magazines, or ‘indies’ provide

term ‘indie’, was originally used to

a voice for sub- and co-cultures,

describe the independent production

and offer a valuable, alternative

of media such as music or film, but

perspective to mainstream media

now carries broader associations. It

channels. Australian researcher, Le

connotes an “alternative, hip, edgy,

Masurier described indie magazines

[and] uncompromising” feel (Newman

as a “celebration of the under-

2009, p.16) and is used in a variety of

represented manifestations of popular

contexts.

culture and creative work from independent producers of fashion,

— 02 —

— 03 —

Quinn 2016, p.9

My research For my inquiry, I combined

their physical print editions and also

a review of academic literature

their presence online and on social

and statistics with the qualitative

media to examine why this media

research methods of observation

is important to me and society as a

and autoethnography. As Creswell

whole.

argued, the focus of qualitative inquiry needs to be on “understanding the phenomenon being explored

I asked myself:

rather than solely on the reader, the

• Why am I attracted to

researcher, or the participants being

this type of magazine?

studied. But the interpretive stance

They’re so different, is

has much to offer” (2016, p.3). By

there a type or pattern

acknowledging and incorporating my

among them?

personal analytic framework, position and worldview into my research, I am able to present meaningful findings to

• What is it that makes them visually appealing?

• What is speaking to

the field of indie magazines.. My field

me as a consumer? Why

site was three independent magazines

am I purchasing these

from different niches, observing

‘objects’?

— 04 —

Meet the mags

From left to right: front cover of Lunch Lady (issue 16), Grass Fires (issue 4, two covers) and Frankie (issue 73).

— 05 —

s

Lunch Lady Issue 16 Specs

230 x 300mm | $19.95

Readership Parents of young children,

primarily mothers

HQ

Melbourne

Digital

www.hellolunchlady.com.au

@hellolunchlady Grass Fires Issue 4 Specs

216 x 275mm | $20.00

Readership Skaters and skate artists HQ

Sydney

Digital

www.grass-fires.com

@grassfires Frankie

Issue 73

Specs

210 x 275mm | $10.50

Readership Women interested in craft,

arts, music and culture

HQ

Melbourne

Digital

www.frankie.com.au

@frankiemagazine

What makes them so valuable?

01. Cultural paradox — capturing and creating 02. Diverse content, despite a niche focus 03. Bold, thoughtful design Their pages have the ability to capture a moment in a sub-culture’s time and space while also building a community and contributing to a culture in its own right. They embrace a local view but have an international edge that ensures they are open minded, provide diverse content and offer quality journalism. I am drawn to them for their innovative and well-thought-out design.

— 06 —

Cultural parado capturing and creating “

Despite their flat form, indies are incredibly complex forms of media. One of the most interesting aspects is that they capture, but also develop and perpetuate culture.

They do this primarily through their print form, but also in partnership with digital and social media – a realm which magazines have traditionally been perceived to be opposed.

— 07 —

ox —

picture here????

— 08 —

This is a wall in my room and my laptop, featuring tear-out artwork and stickers from magazines.

Influence on culture Indie magazines both produce and reproduce culture. Losowsky

authenticate their niche as an area of interest.

summarises this process succinctly,

Indies make arts and culture

stating magazines both “both reflect

accessible in the everyday. You do not

society, and actively contribute to it

need to be a member of a high-brow

through original writing and design”

audience, and they do not require

(2007, p.7). Indies embody and give

readers to have access to certain

voices to their niche cultural area

locations or fine-art institutions to be

by showcasing key people, practices

understood. I rarely cut elements out

and ideas. Holmes and Nice agree,

of magazine pages as I value them as

outlining that magazines offer

a complete artefact, but my room is

“material for understanding social

decorated with tear-out posters and

processes” (2012, p. 208) and “assist in

artwork from Frankie Magazine, and

forming and expressing identity” (2012,

stickers from Lunch Lady decorate my

p. 143). In doing so, they establish and

laptop.

— 09 —

Frankie speaks to crafty and creative young women who are keen to know more about the world around them.

Grass Fires speaks to and for skaters and skate artists and those interested in this grunge subculture.

— 10 —

Old/ new media There is a sense of paradox

in my Instagram feed. I rarely lend

in the way digital technology

friends the print editions of my

supports and supplements the print

magazines, but I tag friends in their

media. Although an ‘old’ medium,

competitions and in the comments

indie magazines are thoughtfully

of posts I find funny or relevant, in

intertwined with digital and new

turn broadening their reach and

media channels. La Masurier

reader engagement through digital

highlighted this contrast in her

means. Van Groll highlighted that

research, “digital technology and

in Australia, readers of magazines

cultures have enabled both the

published by large corporations (such

democratization and rejuvenation of

as Bauer Media or News Limited) are

one of the oldest media forms” (2012,

making the move to online content;

p.395).

whereas, the editors and creators

I don’t buy every edition of

behind independent magazines are

the indie magazines I like (as

maintain a “strong online presence”

unfortunately I would be very poor),

on digital platforms to supplement

but they stay in the forefront of my

and consolidate their print media (Van

mind as I am reminded of them

Groll 2020).

regularly in my inbox and frequently

— 11 —

Frankie communicates primarily through its bi-monthly issues, but maintains its following through an e-newsletter, Instagram and Facebook posts, updating Pinterest boards with fresh content and by cataloguing articles and resources on their website.

Magazines can also be viewed as a metaphor for culture: ever-changing, multi-faceted and not at all static.

Losowksy captures the sentiment perfectly, stating that magazines are “a living, evolving medium that, at its best, is thrilling and invigorating both to consume and to create” (2007, p.7).

— 12 —

Diverse content despite a niche focus “

The ‘perfect bound’ spine holds together an array of information and creativity.

Indie magazines contribute to value through their focus on relevant, predominantly local content, but with a global tinge. Indies offer an alternative and independent point of view that brings “enthusiasm” and a sense of “occasional wackiness” lost in mainstream magazines and print publications (Quinn 2016, p.207).

— 13 —

t,

— 14 —

Array of topics While remaining appropriate

comparison to tabloid-style articles

for the target demographic, indie

that seem to be hurriedly written and

magazines feature a diverse range of

posted online.

content related to their niche, but also

Given the smaller production team

other less-associated areas that may

and audience, independent magazines

be of interest to the target audience.

have more capacity for creativity

Opinion pieces are generally written

and experimentation than larger

like a conversation, using emotive

publications which need to remain

and often explicit language to convey

in line with the tastes of advertisers,

the emotions being experienced

benefactors and a wider audience.

by the author. This style of spoken

La Masurier agreed, stating “indies

writing is refreshing in contrast to

in print can be understood as a slow,

the very dense, disinterested writing

considered response to the ubiquity

that saturates print news media. In

of digital media and the speed at

addition to this, ‘slow journalism’

which mediated information arrives

articles are featured which are

in reader’s hands” (2020, p.92). When

thoroughly researched and written in

looking back through older copies of

an academic style. Similar to books,

these magazines, I found the stories

that the articles appear in print makes

to be relevant and thought provoking.

me feel as though the journalism

Described as the “spiritual antithesis

is more reputable. In addition, it

of clickbait” (Loetscher 2018), indies

has been edited and curated, in

provide articles that endure over time.

— 15 —

Lunch Lady: articles not all about young children and parenting. It’s includes articles about sustainability and climate change, meat consumption, screen usage and opinion pieces, one article on Malala Yousufzai.

— 16 —

Summary page of contributors to each magazine issue.

Supporting creatives As a creator and graphic designer,

2006, p.206). In contrast to marketing

I am mindful of supporting other

campaigns which only appear as a

creatives and so advocate for the

final product for the brand, indie

‘support the little guy’ mentality.

magazines explicitly recognise the

Supporting small or niche businesses

work of individuals who contribute

around Australia is a direct way to

to a story or segment, endorsing

bolster the creative industry, and

the designers, photographers,

indies provide a distinguished

stylistics, artists and others involved.

platform to get these names heard.

Not strictly guided by the views

I love that indie magazines are

and values of financers or larger

fundamentally collaborative. They

corporation, indies adopt a forward-

are a media and art form “where

thinking mindset, giving voices to

unlikely collisions can take place,

journalists and creatives from diverse

where the collaborators’ faults and

backgrounds and professions. The

talents balance each other out and fit

magazine’s pages are effectively

together to build the puzzle” (Dikkers

exhibition spaces for artists.

— 17 —

Frankie: the magazine acts as an exhibition space for the creative work Perthbased ceramicist, Laura Melia.

— 18 —

Bold, thoughtfu design “

My favourite aspect of indies are their innovative and thoughtful design.

Interestingly, I love ‘reading’ Grass Fires and Lunch Lady magazines even though the written articles align with an unrelated target demographic.

As a graphic designer, I am drawn to this element of the magazine medium – I love that the pages bring together image, typography, illustration and text, all under one consistent brand image and design system, one that extends across all printed and digital collateral.

— 19 —

Le Masurier 2012, p.389

ul

“graphic design is as important as journalistic content, art direction as important as editing.”

— 20 —

The similarity between the just the logotypes for Vogue, Elle and Harper’s Bazaar is indicative of the cross-over and likeness of their design systems.

Innovative and curated visual design Because indies bring together so many elements and content, it is

such as Elle, Harper’s Bazaar and Vogue have a similar look and feel

critical that the publication remains

to each other, and this gives these

consistent and a part of the broader

publications less personality and point

brand identity in order to build a

of view. If I walked into a newsagency,

following. The consistency in the

I could pick up any of the above

style guide and grid system ensures

titles and feel as though I could be

that readers know where to go and

reading any of them – they all look the

can read the articles effectively, but

same. I would prefer to invest in an

also begins a relationship between

independent magazine, as the layout

the reader, and the indie with its

and content are far more individual

own personality and familiarity.

and therefore appealing.

Mainstream fashion magazines

— 21 —

Good design is at the core of indie

independents, emphasised that

magazines. Interestingly, Le Masurier

the editing and art direction of a

highlighted that graphic designers

magazine are fundamental, and

are one of the most important

each are as important as one another.

skillsets for the publication team,

He explained, these roles appeal to

stating “while few indie makers have prior professional experience

readers as a contrast to the internet: “a good editor and art director

as editors, publishers or journalists,

can present a cohesive view of a

because of the importance of high-

subject from all sorts of interesting

quality design, there is usually a

viewpoints. You’re not going to achieve

trained designer on the team” (2012

that effect with the DIY pick’n mix of

p.389). Jop van Bennekom, editor

the Internet. It’s that editing process

of multiple Amsterdam-based

that’s critical” (Bennekom, 2007, p.117).

pctire

— 22 —

Sturdy and tactile design Compared to newspapers which

fashion magazines and tabloids I often

are printed on newsprint paper at 45

feel as though they will slip out of

GSM, and standard magazines which

my hands, implicitly telling me that

print on 90 GSM, the reviewed indie

this magazine isn’t here to stay. Bold

magazines were printed on a thicker

typography accompanies the visual

stock of paper, approximately 110

elements of the composition, not only

GSM or higher. They are printed with

describing and contextualising the

a matte, rather than the gloss finish

imagery on the page, but also evoking

typical of mainstream magazines.

a mood. The sturdy, book-like feel of

Lunch Lady prints on a textured, FSC

independents give the publications

certified paper, aligning with their

a physical ‘weight’, but also more

value system while also introducing

presence and a sense of personality

another sense to the reading

and character.

experience: touch. When reading

— 23 —

© Grass Fires

© Grass Fires

A close-up of the binding of Grass Fires (above), and the paper texture of Lunch Lady (right)

— 24 —

Ok, so to wrap-up

BUY INDIES. THEY’RE GOOD FOR YOU THEY’RE LIKE BROCCOLI, BUT MORE TOP, held up by firm values, mak Just kidding (but not really), overall, my love of indie magazines stems from there beautifully and thoughtfully designed pages, their autonomous, ‘stick it to the man’ attitude, the quality of their written content, and the way they capture and produce culture through making art accessible to all readers.

— 25 —

U. TASTY — FUN AND INTERESTING ON ke you live longer.

— 26 —

— 27 —

References Bennekom JV, 2007, ‘Interview with Jop van Bennekom’, in N Long (ed.) Sbook 4: A Southampton Solent University Graphic Design Research Project, Art Books International, London, pp.106–117.

Carlin, K & Mason, B 2017, ‘Why print now?: An intimate study of Australian small-scale, independent magazines’, Australian Journalism Review, vol. 39, no. 2, p.193.

Dikkers, JW 2006, ‘The Issue Journey’, in D Renard (ed.), The Last Magazine, Universe Publishing, New York, pp.206–207.

Holmes, T & Nice, L 2011, Magazine Journalism, Sage, London.

Le Masurier, M 2012, ‘Independent magazines and the rejuvenation of print’, International Journal of Cultural Studies, vol. 15, no. 4, pp.383 –398 Le Masurier, M 2020, ‘Slow Magazines: The New Indies in Print’, The Handbook of Magazine Studies, pp.92-104.

Loetscher, W 2018, ‘The 100 Best Magazines You’ve (Probably) Never Heard Of’, Inside Hook, 26 September, viewed 10 November 2020, <https://www.insidehook.com/article/ arts-entertainment/100-best-independent-magazines>.

Losowsky, A (ed.) 2009, We Make Magazines: Inside the Independents, Editions Mike Koedinger, Luxembourg.

Newman, MZ 2009, ‘Indie culture: In pursuit of the authentic autonomous alternative’, Cinema Journal, vol. 48, no. 3, pp.16-34.

Quinn, A 2016, A History of British Magazine Design, V & A Publishing, London.

Van Groll, N 2020, A Look at Independent Magazine Publishing, Writer’s Edit, viewed 9 November 2020, <https://writersedit.com/self-publishing/ look-independent-magazine-publishing/>.

— 28 —

â&#x20AC;&#x153;With few rules to break, the future of indies will be determined by the creativity and resilience of their creators, assisted and strengthened by their community of contributors and publishers.â&#x20AC;?

Carlin & Mason 2017, p.204