Walking the line between print and online report by Alana Deighan

Walking the line between print and online

The middle man

School of Art & Design

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Walking the line between print and online Does the next chapter of the new digital age involve combining both print and online, in order for both to stay relevant within independent magazine publishing?

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Alana Deighan No387596 FASH30001 WORD COUNT wthout quotes: 8,074

C o n t e n t s 5

Chapter 1: The situation 8-10 Introduction/ introductory quote 12-19 The situation 20-21 Aims an objectives 22-26 Methodology- primary & secondary Chapter 2: Who, what, why, when? 28-30 The history: The beginning of print & independent magazines, The Historical and social context 31-33 Evolving technologies: Out with the old, in with the new 34 Independent/niche magazines: Itâ&#x20AC;&#x2122;s niche that 35 Passion and creativity 38-42 Consumer profiles/consumer behaviour: Each to their own

Chapter The situation

Chapter 3: Delving deeper 44-49 What digital offers 50-55 What print endures 56 Stack Case study Chapter 4: Whatâ&#x20AC;&#x2122;s next? New perspective recommendations 58- 59 Strategic outcomes 60 Personalisation and authenticity 62-64 Recommendation 65 Bridging the gap? 66-67 Durability and timeliness & Why now - Not a one off wonder 68 Conclusion

Introduction â&#x20AC;&#x2DC;Pages are cages, trapping words within boundaries. And while books and magazine lovers may still love their print, choosing to ignore what computers and screens could mean to the world of words, a new generation is already bypassing print for electronic alternatives, getting all or most of its information from the webâ&#x20AC;&#x2122;- (Jeff Gomez, Print is dead, Books in our digital age)

Is online media going to kill print magazines?

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How can print magazines stay relevant within the new digital age?

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The bold and brash opinion of Jeff Gomez could be seen as offensive and wide of the mark to a lot of people. For many, print is a lot more than just words on a page; there is nothing else that combines design, photography, ideas and paper better than magazines. (Magasin 2013). In contrast to this, the constant growth of the internet means it is constantly transforming the concept of what a magazine is. Online platforms are offering mind blowing new concepts and technologies which are both helping and hindering print magazines worldwide, volumes of distributed copies in the UK market have declined by an estimated ‘28% between 2006 and 2012’ (Mintel, issues in the market: 2012). Whether this is a response to peoples reading habits migrating to online, the strain of the recession or consumers relationship to reading in general, magazines in their entirety are facing huge pressures and uncertainties. The subject matter of whether the digital invasion is at the disadvantage or benefit of magazine publishing as a whole is still very relevant today. ‘It is always difficult to pinpoint why something goes into decline – maybe a products original target market grows up and moves on (like the teenage fans of pop groups) or maybe a company simply becomes increasingly out of step with its audience’ (Michael Johnson-Problem solved). These quotes surfaced a number of questions, could print be becoming out of sync with the needs of the new digital age? Does the next chapter of the new digital age involve combining both print and online in order to help each other stay relevant within magazine publishing? The explosion of online media is transforming the magazine industry worldwide. But this doesn’t mean print is a dying medium, as many would say ‘did instant coffee kill coffee?’ (Walking the line, online, 2012)

Fig 4.

The situation

Before delving into specific research surrounding both print and online within the magazine market, it seems relevant initially to discuss magazines as a collective, surrounding change within the market. The numbers and statistics for printed magazines have undoubtedly seen healthier days; the past 10 years have seen a considerable downward motion that could send any true magazine lover into disarray. ‘Crikey’s summary of the Audit Bureau of Circulation’s latest 2012 figures shows a “disaster zone,” with major titles recording big losses, particularly for monthlies. The weeklies category lost 4.8% of total sales for the year, but this actually represents a slow-down in their losses department, and FAMOUS even recorded a 5.1% gain. With Vogue Australia also seeing slight gains, amongst the sounds of circulations dropping there is at least some small call for celebration.’ (Waking the line, online, 2013)

Market research and industry context The demise of print

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But despite this uncertainty with printed magazines, online is too struggling to overcome the obstacles built between print and online in the new digital age, unable to entirely over take print in any way shape or form as it currently stands. Online in its current state isn’t yet at the point of attracting large revenues, with State of the Media’s report on the shift to online saying: ‘The shift is bringing new opportunities for magazine publishers, along with an array of new financial and technical challenges’.(State of media report, Mintel, 2012) However, there is certainly good news circulating from the mysterious world of technology, with the newest mobile devices like tablets providing abundant opportunity and possibilities for the magazine industry and thrilling new experiences for the ever important readers.

‘Before the era of Ipads, it was hard to see what the future with magazines and online combined would be, but post Ipads and smartphones I think it’s very clear to see how magazines will survive’ -is editor-in-chief of Vogue Australia, Edwina McCann’s view o n how magaz ines will survive by incorporating online.

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As an inspiring creative director of a magazine and avid independent print lover, tendencies are prone to sway towards the debate of print, but this has not influenced key judgment on what is needed to keep print flourishing, online is a powerful tool that is ever expanding and thriving with new technologies and abundant opportunities. There is a middle ground to find and develop, intertwining the two to keep both relevant within the new digital age. In relation to this, independent magazines are a sector of print that is most actively using online in order to thrive and stay relevant within the current undecided future of magazine publishing, and is surprisingly one of the sectors of print is isnâ&#x20AC;&#x2122;t doing to badly within the falling magazine statistics. Circulations as whole may be falling, but there are now more independent, niche magazines than ever before. (Walking the line, 2012)

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What’s the key to independent magazines success? How are they bucking the trend of the move online?

In relation to this, an interesting rebuttal to the argument that print is dying comes from Megan Le Masurier’s study of independent magazines. She has worked in magazines for much of her career, (Elle, Vogue Australia, Countdown) and has also taken magazines as a departure point for most of her academic work. In her latest article, ‘Independent Magazines and the Rejuvenation of Print’ she points out that recently a main focus in the media has been on how every person can now publish their creative output online, but less attention has been directed to how the last two decades have seen an impressive rise in the number of lowcirculation, independently owned and produced print magazines, also known as ‘indies’. (Megan Le Masurier, Independent Magazines and the Rejuvenation of Print), This output includes magazines like Oyster, Yen, Frankie and Vice that can often be seen in newsagents, but hundreds of more obscure, niche titles also. ‘Indies’ have a particular niche focus, for example skate culture, tattoo and fetish culture, gay culture, car culture or anti-consumerism. While the rest of the media world is ‘decrying the death of print’ (Megan Le Masurier, Independent magazines and the rejuvenation of print), Megan Le Masurier argues that this boom in independent titles shows that: ‘More people are making magazines than ever before.’ In relation to this, this will be the specialised sector of print that will be the focus throughout the report, focusing on independent and niche magazines within the publishing sector.

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Objectives

aims and

This report aims to understand what the current digital uproar means for the imagazine industry as a whole, focusing intensely on indepedent publishing, whilst exploring what print has endured and how and what new digital cultures are both helping and hindering print as a whole. The main focus is to research innovative and creative ways into bridging the gap between print and online in independent publishing within the new digital era. Delving into new technologies and innovations both successful and unsuccessful, and answering the questions; does the next chapter of the new digital age involve combining both print and online in order to help each other stay equally as relevant within magazine publishing? and most importantly, how can this be done?

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Primary

Methodology Background/Research objectives

Interviews have been conducted with appropriate consumers and select working professionals within the magazine industry, to gain varied and revealing qualitative responses. Creative professionals were targeted on the grounds that the magazine they work for either used both online and print in their marketing tactics or had a point of difference and unique approach either through print or an online publication. Email interviews were carried out with Lasharna Turner, editor and founder of the online magazine ‘thelookhit.com’, Steve Watson from Stack magazine and Church of London Creative Agency, Jeremy Leslie from Mag culture and Stella Richter from Magasin online store. By conducting the interview through methods that suited the professionals such as the simplicity of email, it encouraged authentic responses, this proved successful but stunts conversation flow slightly due to the set question format. Face to face interviews were conducted with two working individuals, Alex smith, who is opening an independent magazine store in Nottingham and bookstore owner Peter Thompson. By speaking to the individuals face to face, it encouraged more of a conversational approach, which to lead to more laid back and personal responses. A phone interview was also conducted with Cynthia Lawrence John from Volt magazine as her chosen method, to gain an authentic and laid-back response. Their opinions and thoughts have coloured the vision of this report on areas such as format, design, distribution and publications within both online and offline and consumer segmentation.

Stella Ritchter is the founder and creator of the online store Magasin, an online store for international print culture. Not only selling independent magazines but also products that according to them go well with their magazines, including paper goods, blankets and lamps up to mugs and backpacks all from their own brand. She is dedicated to print and independent publishing and set up her online shop as a ‘tribute to print’. Through email exchanges she voiced her personal feeling on the topic of print and online and how she has personally used creativity and personalisation to keep print relevant within the new digital age. This gave a key insight into this very original sector of the market.

23 Fig 13.

Observational research

After forming a more concise idea of the age and personality most likely to be interested in both online and print in the magazine industry, it became apparent that there was not a specific age group, the new digital takeover means that most people are now becoming interactive with online as well as print for ease and rapidity. A reduced set of questions was asked to a larger and more varied set of people (50) to equate a more broad set of answers and opinions. This led to more informative data and produced findings on the kind of target consumers; what they want and don’t want and finally their opinions on what is lacking in the magazine and online market.

Focus group

In terms of consumers, six diverse individuals were chosen to take part in an informal but comprehensive focus group. This was a mix of both males and females ranging from 19-27 years old, all personally very different but however sharing certain attributes or interests that made them appropriate for the investigation. A focus group was chosen for initial research with consumers, as it felt it would allow the participants to reveal as much information and direct opinions without any constricting factors.

Three consumer profiles were created from three very varied consumers; the online fanatic, the magazine hoarder, and the inbetweener (uses both). The homes of the three participants were photographed to reveal more about their lifestyles, tastes, personalities and aesthetics. Aspects that were a particular area of attention were their book/magazine shelves/collections, coffee tables, bedrooms and most personal belongings such as the contents of their bag. These areas felt like they would represent the participants most effectively. An experiment and interview was then also conducted with a 9-year-old consumer, to gain an insight in the online and offline patterns and habits of a much younger generation. The participant was giving an Ipad and a magazine and asked to use both as she pleased, as well as conducting a short interview. This was to gain an accurate and personal view on a younger generations consumer behaviour when it comes to both print and online. This research indicated that the participant used both equally and found both equally as interesting and enjoyable to use. This coloured my findings and expanded my targeted consumer generations further to a larger consumer group.

25 Fig 14.

Trend Briefing:

The Trend Boutique trend briefing ‘Online vs Offline’ conference was visited to gain a key insight on a number of industry professionals and guest speakers’ views on the online Vs offline topic. Their varied and personal experience added informed and credible expertise into all areas of online and offline, not only in the magazine industry but the fashion and also the fashion and high-street and marketing industrys. The speakers of the conference were Richard Danks; Head of strategy at Portas, Cynthia Lawrence John; Editor-in-chief at Volt magazine and Ant Waller Public relation at Bora.

Designer Forum

Designer forum was visited on a regular basis to use a number of their online databases and trend sights such as stylus and WGSN. A short interview with the manager was also conducted to get a varied insight on her personal views on both online and offline in terms of magazines, as this was a sector she was personally interested in.

Fig 15.

Secondary BOOKS

Case Studies

Identifying what exists today by looking into inspirational magazines, online publications and new technologies which are paving the way with original concepts, was a crucial area of research. Online publications were researched that are actively selling printed magazines, such as Stack magazines and Magasin. A case study into a unique independent magazine called Sketchbook was also conducted, and their pop magazine event, which was an innovative and effective way to create a new type of magazine event, using the walls of the pop up space as magazine pages to display both aesthetics and content in a creative and sophisticated way. Another case study conducted was Oh comely care packages, by looking into the project’s success, flaws and how such a project can be adapted and furthered, it helped to colour the research further within thie recommendation sector. From this, case studies outside of the magazine world were looked into such as; technology, Apps and fashion to broaden the contextual investigation of creative trends. Such as new technologies, Ebooks and Layer Vision. Finally, an analysis of Magasin was accomplished as it is one of the only online publications that not only sells independent magazines but also creates care packages and sells interesting bi-products.

So far, a host of sources have been read and researched to gain a more intellectual view on a variety of topics that are relevant and influential to the current topic, such as print is Dead by Jeff Gomaz: books in our digital age, John Wharton: Managing magazine publishing, in association with the periodicals training council, Andre Losowsky: We love magazines, David Boyle Authenticity,: Brands, spin and the lust for real life, Joseph M. moxley Publish, don’t perish and Michael Crozier The making of the independent.

Reports and Journals

Mintel, WGSN and Stylus are all sources that have been of particular use for the ground work of this report as they are authoritative, reliable and reputable and have provided this topic with fantastic supportive material.

Chapter Who? What? why? when?

Outside sources have also been used in order to colour research, including a number of articles from independent magazines such as Vice, OE and ‘it’ by Alexa Chung.

Fig 16.

The

Beginning

of Print

The historical and social context Magazines in their most humble and original state– e.g ‘periodicals, serials, glossies, slicks’ (Resources for Courses 2013) – are described as ‘publications that appear on a regular schedule and contain a variety of articles. They are financed by advertising, a purchase price, pre-paid subscriptions or sometimes all three of these means’. (Resources for courses 2013) This statement simply and effortlessly sums up what a print magazine is, but is evidently very different to the online publications that are now described as magazines. The first ever magazine was a simple question and answer journal called the Gentleman Magazine, created in 1795, which started off the ever growing

P phenomenon that is print.

Print itself is unquestionably a revolution, the era began with ‘Johannes Gensfleisch Zur Laden Zum Gutenberg’ born 1395 –1468. Johannes Gutenberg himself indulged in a number of titles including German blacksmith, goldsmith, printer, and publisher who introduced printing to Europe. His invention of the mechanical movable type printing paved the way for the ‘Printing Revolution’ and is widely regarded today as one of the most important events of the modern period. Gensfleisch was said to have played a key role in the development of the ‘Renaissance Reformation’, the ‘Age of Enlightenment’, and the ‘Scientific Revolution’. (Encyclopaedia Britannia Company 2013) Print is now at a point within the digital era that it can be looked upon as somewhat ‘old hat’ and rapidly being challenged by fast evolving technology, However it has no way tainted the importance of print today in a number of industries, print is the original disruptive technology and has brought knowledge to the masses. ‘Today print is one of the largest industries in the world. Print eclipses auto-manufacturing and is more than 18X bigger than video games. While print technology and applications are certainly transforming, it is still growing every year worldwide.’ (Print is big, 2012)

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Dadaism- the Magazine By using the relatively humble yet clearly powerful medium, Tristan Tzara a Romanian and French avant-garde poet, literary and art critic, and film director, is known best for being one of the founders and central figures of the anti-establishment Dada movement, and challenged traditional perceptions of artistic media while reinforcing the significance of print culture in the early twentieth century. (The magazine as strategy, 2011) The first Dadaism magazine ‘291’ occupied an interesting and innovative position among the journals of modernist art. The 291 was the first magazine to style itself as a work of art in its own right and the first expression of the Dada aesthetic in the United States, before Dada had started in Zürich in 1916. 291 took its original inspiration from ‘Apollinaire’sSoirées de Paris’, emphasizing calligrammatic texts and abstracted satirical drawing. (Journal of modern periodical studies, 2009) but 291 transformed these into a much more dramatic form by moving into a gigantic folio format, and simultaneously shifting into a single gatefold sheet of paper. In many terms, this replicates the creativity and innovation used within the creation of independent and niche magazines today, creating something that has to be touched and enjoyed through its aesthetics. Something that constantly evolved since the first independent magazine. Echoed by the quote of Robert Rief who states that “Print is the most sensory medium. Only print can activate each of the five senses and usually more than one of them at a time: Think scented perfume ads, varied paper textures, and embedded sound devices.” –(Robert Reif, print as a strong advertising medium, 2012)

out with the old in with the new

Evolving Technologies

Independent magazines, historical content

Are magazines embracing tablet apps or web pages? What are the problems with print associated with this change in format? Will these variations surpass the print circulation? And can money be made from them?

The publishing industry has been transforming most radically since the dawn of the Information Age during the 1990’s – deemed as the digital revolution, it changed the way we lived our lives and more importantly how we interact with our world perpetually. (Kluver, R: 2012) Technological breakthroughs have undeniably revolutionized communications and the spread of information. In 1943, the worlds first electronic computer was created. (Wikibook, 2002) However, it was only with the invention of the microprocessor in the 1970s that computers became accessible to the public, initiating the world wide craze which has now lead to around ‘80 percent of the UK population’ owning a computer (Tech eye, 2011). In the 1990s, the Internet migrated from universities and research institutions to swarming corporate headquarters and homes. Most technologies deal with ‘information storage and transmission’, however, the one characteristic of computer technology that sets it apart from earlier analogue technologies is that it is digital. (Wikibook, 2002). Digital has since offered endless opportunity to the world of publishing, meaning print has somehow taken a back seat in terms of magazine publishing in the current digital age.

Fig 18.

“Publishers need to look beyond traditional print-style purchasing models and explore non-traditional methods that will perform better in a digital environment. For example, readers could have the option to unlock content article by article online for small sums of money, or through credits earned through watching adverts, sharing content on social media or persuading a friend to spend money or subscribe.” – (Harry Segal, Research Analyst)

In relation to this, the current state of the media shows that tablet apps are a budding market with evidence that people read more long form content on their tablet devices and spend more time on magazine apps than any other media which they have downloaded. This suggests that the growing popularity of tablets can bring a boom to magazines. While at this current point, most people still do rely heavily on print within the magazine industry, there is a growing commitment to this technology with State of the Media again reporting that ‘83% of magazine publishers responding to a survey conducted by the ABC said they currently produce mobile content for smartphones, e-readers or tablet computers, roughly double the number two years ago’. (State of the media, 2013) Furthermore, commenting on the recipe for successful apps, ‘Appolicious’ a new extremely popular social network and app sharing site, which is similar to the social book-marking mainstay ‘Delicious’, concludes that interactivity and additional content is what really counts. (see appendix O for full case study) Additional content is most certainty one the most important features for any magazine published on the iPad. The simple fact is that consumers are very unlikely to subscribe to something with their ipad if it completely replicates the print edition that they can simply pick up at their local store, or if it features nothing more than what is found on a publication’s website. Even weekly magazines such as ‘The New Yorker’ offer additional and exciting photo galleries. Another weekly publication, PEOPLE, offers exclusive content such as celebrity video interviews on its iPad edition and Sports Illustrated serves up exclusive interviews and live sports updates over the iPad. (Appolicious, 2011) Interactivity is one area where an iPad edition can surpass a print version. In order to thrive above the saturated market publishers must think of what the digital version can do that paper cannot. This point echo’s across all areas of the print and online debate, showing that each medium must play to their own strengths rather than simply mimic the other. ‘It’s all about the extras when it comes to print and online.’ ‘One should never be a replacement for the other.’ – (Amy, Molloy, Grazia editor)

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Independent magazines It's niche that In a broad sense, a magazine is just a series of familiar publications, inclusive of creative content and imaginative design with firm foundations to build a loyal following (Jeremy Leslie, 2013), so in many terms this can be related to both print and online in the world of What’s is the key to their success? How are they independent publishing, especially within the current bucking the trend of the move online? And how are uproar of the ‘digital native’. In relation to this, in the they doing it? Well, somewhat paradoxically, through current discussions of ‘the democratization of media the Internet. production’, of ‘we the media’ (Megan le Masurier, Independent Magazines and Rejuvenation of Print, , The rise of digital culture has seen a rise of digital 2011) the focus has very much been on digital culture. literacy. In the past, making a magazine required Yet in the shadows of this explosion of digital-led specialist knowledge held only by professionals. But creativity and media making, there has been revival in now that the ‘digital native’ generation have a broad the production of one of the oldest forms of media, the understanding of programs like In Design and Adobe small-scale independently owned printed magazine. creative suites, it’s unquestionably easy to design your These magazines are being made by the young creative own magazine. Futhermore, thanks to simplicity and ‘digital natives’, who are very much informed and aided ease of the Internet, independent style magazines by digital literacy. (Urban dictionary, 2013) But despite can easily be sent as pdfs to countries like China for this, the medium of choice still predominantly remains cheap, high-quality printing. But does this mean print. These styles of magazines are distinguished and anyone can be seen as a magazine creator/editor? different from DIY zines, fanzines and mainstream niche consumer magazines. In their choice to rejuvenate rather than reject print, the independent magazine allows people to explore the appeals of medium specificity. Circulations of print may be falling, but there’s now more independent and niche magazines than ever before.

Passion and creativity Sales of self-published, niche-interest independent magazines are ironically thriving amongst the decline of print, according to the assistant buyer for Magma, Kate John. ‘These magazines exist apart from the mainstream,’ she says. ‘When something is produced as a work of passion, customers feel passionately about the product. As a result, there is a constant audience.’ New digital networked technologies enable users to participate in the consumption, distribution, and creation of content in ways that are revolutionary for both culture and industry. As a result, “Digital Natives” are growing up in the digital world with access to the technologies and the skills to use them in a sophisticated and creative way. (Digital access to scholarship at Harvard, 2013) One of the main areas to explore and understand is the apparent contradiction: Why are the younger ‘digital natives’ not just persisting with, but actively choosing one of the oldest communication technologies and media formats –the printed magazine, as the overriding medium? To position the problem as an either/or - digital or print, is to misunderstand what is going on. The new “indie” producers use digitisation to enable their making, distribution and marketing of printed magazines. But they also ask the main important and recently asked question about medium specificity: what might independent print magazines have to offer that digital delivery cannot? (Megan le Masurier, Independent magazines and rejuvenation of print, 2012 )

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Fig 21.

Chosen target consumer It’s hard to pin point a certain generation to a topic so broad and timeless as print and online, especially when it comes to online and the ever growing expansion of the ‘digital age’. Because of this, the chosen target consumer age group is not only the young generation Z and the future generation ‘Alpha’, but also Generation Y. Covering a varied age group of 15-30. The reason for this is that all three of these generations/consumer groups will benefit from incorporating both print and online in what is beginning to be a digital generation. The core consumer is both female and male, this varied consumer group means there will be a high involvement level in either or both the digital and print world in relation to magazines. My chosen area of magazines in general is independent and niche, therefore my target consumer holds a high involvement level with certain trends and core subjects, with creative tendencies.

Y Z ALPHA 36

Fig 22.

Generation Y, also known as the millennials, is known as the fastest growing segment of today’s workforce (Business dictionary 2011), coloured by technology and with a firm reliance on it to perform their jobs better. Armed with BlackBerrys, laptops, phones and other gadgets, Generation Y is very much known to be ‘plugged-in’ 24 hours a day, 7 days a week. This generation is said to prefer to communicate via e-mail and text messaging rather than face-to-face contact, and prefer webinars and online technology to traditional lecture-based presentations. Relatively similar to this, Generation Z is a highly diverse social generation who have grown up in the ‘digital age’. While there is no agreement on their exact demographic, they range in age from teens to early twenties and are often referred to as ‘digital natives’. This consumer group are highly known as a hard demographic to reach, as they are known to be notoriously fickle, but in contrast to that they are said to ‘be worth the investment in understanding a prime target for so many brands with their disposable incomes and astronomic levels of online engagement’ (marketing magazine, 2013) Research into this demographic shows that online networks and communities gives Generation Z a feeling of belonging and connection, with 28% from a recent survey saying that online networks make them feel part of something, even if they don’t share personal views with those within the communities.’ (Marketing magazine, 2013) Furthermore down the digital line, ‘Generation Alpha’ is the youngsters born in the years 2012-present. They are the offspring of early generation Y's and late generation X's. It has been stated that they’re going to be the most educated and tech savvy individuals that ever lived until the generation after gen alpha. ‘They do not remember a time before smartphones or facebook’(urban dictionary, 2009). They are also some of the first people to experience a new education system in America with compulsory iPads and more collaborative learning.

Consumer profiles AND consumer behaviour Each to their own

Fig 23.

- Rebbeca davies - magazine JUNKIE – SIAN WILKINGSN –the digital native - Evie-ROSE DEIGHAN –The inbetweener Three different consumer types have been chosen to display three varied types of consumers who will be relevant to the current topic, showing that the subject covers three different, very broad consumer behaviour types. Delving into their every day lifestyle and personal belongings to gain an insight of each individual personally.

What digital offers What we have here is a rather ironic situation, in that digital technology is assisting a revival in print publishing, and the new generation of independent magazines makers are reliant on the internet for distribution and marketing, as Frankie editor Jo Walker confirms: “The internet has allowed us to link with creative, bloggers and contributors all over the globe. They’ve slowly shared us with their friends and readers…”- (Jo Walker, Editor of Frankie magazine)

Chapter Delving Deeper

Fig 27.

Why is digital important? what does it have to offer? what’s new? An online magazine seems like far two narrow a description of what online publications are developing into, with video content, social interaction, events, shopping and ecommerce integration. Magazines are at a stage where they are not just converted into websites, they have been metamorphosed into a group of digital publications that are very different in how they are used and thought of compared their print counterparts.

“Digital” magazines – case study Recently Virgin and Richard Branson launched ‘PROJECT’, a glossy, iPad only, lifestyle magazine. What distinctively makes PROJECT revolutionary is that it’s in the format of a monthly magazine app, but the content within the magazine updates hourly, daily or even minute-to-minute. (Walking the line, 2012) This means it has the convenience of the web but the glossy, image-laden style and format of a magazine. Therefore delving into the world of combining both print and online together, which in some terms could be seen as the ‘best of both’. ‘PROJECT’ further more encourages contributions from its readers and bloggers, so it not only stays fresh through its instantaneity but also through its interactivity and diversity of voices. Future more this publication model could be ideal for magazines building app and tablet platforms in this current age, as it retains certain aspect that are favourable about magazines (design, spaciousness, beautiful content) with what’s best about online (interactivity, constantly evolving content and convenience). But even so, this innovation is working separately and instead of print with a purely digital dimension, which means it is further hindering print magazines rather than helping, but could be used hand in hand as a way to promote print and certain specific areas of content that can only be used online.

‘When a print magazine is about to draw its last breath of ink, is digital really a life support for it, or just prolonging the inevitable… defining a vegetative state as new life?’ (Samir Husni, ‘Mr magazine’ 2013) ‘A print magazine that can’t make it in print is not going to make it in the digital sphere. The problem is not with the medium–the problem is with the magazine.’ (Samir Husni ‘Mr magazine’ 2013) These two quotes but Samir Husni, also known as ‘Mr Magazine’, rebuke an interesting view on both print and digital magazines, essentially stating that one cannot save the other if they are not equal in some way. This statement in itself revaluates what it actually is that needs to be bridged to keep both print and online equally thriving and relevant, they must not only work together hand in hand but they must separately keep up with each other in terms of content, distribution, design and current popularity. In its contemporary context, the magazine is a form of communication that can avoid the template-driven urgency of the newspaper or website, while not demanding the timeless reflection expected of the book or TV documentary. (Lesley, 2012)

Fig 28.

What this means for print:

Augmented reality What technologies are becoming available that can heighten both the print, tablet and webpage experiences? Could ‘augmented reality’ become a part of the print magazine experience? And could this make print, the oldest form, and the most cutting-edge of all?

Layar case study ‘Layar Vision’ is a new budding technology that takes real-world object scanning features associated with barcodes, QR codes and Microsoft Tag to a stimulating new level. It impregnates print pages with metadata such as videos, webpages, images and audio, that they simply open on the readers smart phone when they wave it over the page. ‘This could include for example an interview with the stylist who put together the fashion shoot on the page, or an online shopping portal where the featured clothing can be purchased.’ (Layer 2013)

Layar is an eye opening example of what digital technology can offer magazines that are notably ‘dying’ in the print realm. It somewhat transforms what some in the digital era may consider the “stagnant” experience of reading print into a highly engaging and interactive one. (Walking the line 2012) “In an age where online consumption is skyrocketing, print publications must find a way to communicate with their readers in new and interactive ways.” (-Layar, 2012)

Fig 30.

Layer should also prove highly attractive to advertisers, who can embed print ads with videos of their product, links to where it can be purchased, and other mind blowing advances. (Layer, 2013) In relation to this, this new technology could be said to solve the declining revenues in print advertising. Layar producer Chris Cameron calls it: “A utility that generates value for brands, retailers and online merchants by making physical items interactive.”

Layar itself proves that digital content can be successfully collaborated with print media in a self-service web application, which is seemingly easy to access and use. There is evidently no escaping augmented reality in the twenty first century, and there is no doubt that within the ever-growing digital era this kind of application will exist at the forefront of magazine development. Further to this, ‘LINDA,’ a renowned women’s glossy magazine in the Netherlands, partnered with Layar in 2011 to create the first Dutch augmented magazine. Their magazine had a total of 120 augments installed throughout the magazine for readers to view and interact with, with more than 50 pages inside the edition that were augmented with the digital buttons, enabling readers to access supplementary digital content through their phones., it proved very popular with readers and demonstrated that this innovation has potential to go further to bridge the gap of online and print in the digital era through the overriding media of print, proving that whilst combing both print and online technologies in the magazine sector, print can still thrive as the dominating medium.

44 Fig 29.

“Digital expansion offers clear attractions for publishers, including the opportunity to reach new (often younger) customers and international markets. The pace of digitalisation is likely to remain very uneven, with a concentration of resources in areas where interest is already proven: urban ABC1s, especially men, under the age of 35. Some groups of readers may require a complete redesign for tablet magazines, with the full complement of interactivity and gimmicks, bells and whistles and may be prepared to pay more; others may prefer replica versions (at lower prices than the print version).” (mintel, 2012) – John Worthington, Senior Analyst This quote echo’s what digital expansion can offer to printed magazines in the current digital age, stating that different consumer groups will be interested in different digital innovations on different scales, but the over riding fact is that digital expansion of all levels is at a point of attracting a large percentage of both consumers and publishers within the magazine sector.

Delving deeper

what print endures Why do consumers as whole still desire a print magazine when digital offers an interactive experience and variety of content forms? What is about the ‘look, feel, smell’ of print that entrances consumers, and is it enough to ensure its longevity? (Jo Walker, edited of Frankie Magazine) “Print is the most sensory medium. Only print can activate each of the five senses and usually more than one of them at a time: Think scented perfume ads, varied paper textures, and embedded sound devices.” –(Robert Reif , imedia connection article on print as a strong advertising medium.) “The look, touch, feel and even smell is very important, you’d be amazed how many reader letters I get about the smell…Maybe it’s more of an ‘experience’ than firing up an iPad” -(Jo Walker, edited of Frankie Magazine) In relation to these quotes, the nostalgia, smell and experience of a printed magazine is arguably one of the most stated elements that keep people attached to print over online, as backed up by a number of primary research methods and answers. But it certainly isn’t the only thing that has kept print going in this current digital age.

Fig 31.

47 Fig 32.

Print is constantly receiving negative connotation about going into decline and becoming over powered by online, but as research has concluded this may not be entirely true, as been stated throughout the report, in some cases print it doing extremely well. After researching in current statistics of the printed magazine industry as a whole, whilst focusing on independent and niche publishing and delving into all elements of fact and opinion, it became apparent that the outcome is definitely split. Amongst the chaos and takeover of online in the last 10 years, printed magazines still remain a welcomed and effective advertising medium, and people still engage with print even in a young demographic. As proven by the focus group and surveys conducted with 6 individuals ageing from 16-22, in which 5 out of 6 of the participants of the focus group stated they still like and buy printed magazines on a regular basis, and 92% of the people who took part in the online survey stated that they prefer print magazines to online. Consumers enjoy the tactile, personal relationships they have with their favourite magazines and it has became apparent that not everyone has the disposable income or desire for an e-reader. ‘you can’t use an e-reader to cover your head in the rain’. –(Robert Reif, imediaconnection)

‘If one magazine dies, it’s not the end of the industry,’ ‘Do I need to tell you how many TV shows have come and gone over the years? Yet nobody said that television was dead.’ (Samir Husni, 2013) In relation to this quote, while the printed industry is rightfully focused on addressing magazine retail sales decline through innovation and collaboration with retailers and other supply-chain partners; something that unquestionably needs to be expanded within the print and independent publishing sector. The larger context is also that flexible products of all kinds experience sales declines when the economy forces many consumers to forgo nonessential purchases, as they struggle to meet basic living needs within the current depths of the gloomy recession, another topic altogether. Moreover, overall print magazine circulation is stable and in some cases such as independent and niche, it is slightly up, and both print and digital magazine readership is increasing–while other traditional media are experiencing overall declines in audience or circulation. (The association with magazine media, 2013) ‘91% of all adults, 94% of adults under 35 and 96% of adults under 25 read print or digital magazines.’—(print is big, 2012)

Fig 33.

Meanwhile, for all of their growth, magazine apps are up against formidable odds, as of January 2013, publishing consultant Thea Selby reported that there were â&#x20AC;&#x2DC;446 magazine apps available through the Nexus Google Play store, 744 in the Amazon Kindle store, and 2,954 in the Apple iTunes storeâ&#x20AC;&#x2122;. (Thea Selby, Walking The Line, 2013) But those apps are still competing for visibility, discovery and consumer money and time with atleast 850,000 total apps of all kinds in the marketplace (Thea Shelby, Walking The Line, 2013). Further more, this has swayed the decision not to create a app based innovation in order to creatively bridge the gap of online and print in the independent magazine industry, as the market is already saturated and is separately not truly saving the print medium but hindering it further.

Fig 34..

Fig 35.

Even in the age of the internet, even among the digital groups you would assume are most singularly booked on digital media, the appeal of magazines is growing. ‘During the 12 year life of google. Magazine readership actually increased 11 percent. What it proves, once again, is that a new medium doesn’t necessarily displace an existing one.’ (Magazine Publishers of Australia, 2012) ‘Just as movies didn’t kill radio, just as Tv didn’t kill movies. An establised medium can continue to florish so long as it continues to offer a unquie experince. And, as reader loyalty and growth demonstrate, magazines do. Which is why people arent giving up swimming, just because they also enjoy surfing.’ –(Magazine Publishers of Australia, campaign to save print, 2012)

‘Magazine readership has risen 12% in the last 12 years’

“The internet is exhilarating. Magazines are enveloping. The internet grabs you. Magazines embrace you. The internet is Impulsive. Magazines are immersive. And both media are growing.” (Magazine Publishers of Australia 2012)

Stack magazine case study

Stack magazine is a great example of a company using online in order to keep their print business of independent magazines flourishing in an new and innovative way, not using online separately but hand in hand.

‘Stack is a unique service that brings together the best independent English language magazines from around the world and delivers them direct to your home. Beautifully made and offering an intelligent, alternative view of films, music, art and whatever else crosses their pages, they guarantee a fresh perspective on the world. Every Stack delivery is a surprise – you never know what you’re going to get next, but you do know that it will be an excellent independent magazine that you probably wouldn’t otherwise have found’ (stack, 2012)

They are one of the first purely online publications that sell and stock a range of independent print magazines. The interesting and innovative element of the publication is the fact that the subscription to the publication means you pay a set monthly fee and receive a different magazine every month, creating an element of surprise and nostalgia of receiving something in the post.

Stack has been increasingly popular within magazine distribution and they have single handily contributed to bridging the gap between printed magazines and online in independent publishing. The fact that this publication is purely online but is distributing print as an online shop proves that by using both print and online together hand in hand as two separate medias, it creates a successful balance that people feel comfortable with.

Fig 36.

Fig 37.

New perspective recommendation: strategic outcomes

Chapter Whats next?

Keeping print relevant/Bridging the gap (the missing link) “Magazines and the Internet both share the ability to create communities of likeminded people around content. When print and digital are combined each channel becomes stronger, I can't imagine why (or how) a print magazine would ignore digital. And now we are seeing increasing examples of digital channels moving into print.” (Jeremy Leslie, Mag culture 2013) As stated throughout the report we are currently entering the new digital age in which print is seeing a somewhat undecided future due to innovations of online technologies. These technologies are quickly becoming increasingly advanced, and the new generation ‘alpha’ is said to be very much online in terms of creativity and education. (urban dictionary, 2012) Furthermore, the research section of this report has explored the changes that online has undergone in the last 10 years and how print as a whole has endured and evolved, as well as delving into the importance and growing segment of independent and niche publishing, whilst researching into peoples thoughts and opinions on print declines and both print and online as a whole. Finally, looking the innovations people have already began in order to combine the two, both successful and unsuccessful. Overall researching into how the ‘ever-growing gap’ (walking the line 2012) of online and print can be bridged, whilst asking the question of ‘could print be becoming out of sync with the needs of the new digital age?’ and ‘Does the next chapter of the new digital age involve combining both print and online in order to help each other stay relevant within magazine publishing?’

This research concluded that the future of print is very much digital and online collaboration, in terms of print as a whole, circulations have been falling in some areas, but certain sectors such as independent and niche are now flourishing in the digital age and have proved that online can be used in conjunction to print in order to keep both print and online equally relevant within the publishing industry. Online and print are seen as rivals in the ever growing battle of ‘print vs online’, but what has been discovered and confirmed through the research section of this report is that the ‘winners’ aren’t generally the magazines existing solely in print or solely online. They’re the publications that do a bit of both. Print magazines that don’t utilise the Internet as a marketing tool miss out on reaching a wider market than their local division. RUSSH editor Jess Blanch is adamant about this: ‘We could directly attribute our growing international readership to the greater visibility due to the website.” “We are market leaders in the online space and it has been the opportunities in the digital space that has propelled the growth of the RUSSH brand.’ In order for print to thrive in the new digital age it has to embrace and use online hand in hand, Editor of Vogue Edwina McCann has stated that she sees collaboration between Vogue’s print and online divisions as an important part of the future and success of the magazine as a brand. Their online components are not seen as a replacement for the print, but as a way of enriching it. ‘I think the days have gone where people sort of created a website and said ‘oh it’ll be a digital version of what’s in print, they may morph and they may look different, but magazines look different today than they looked 100 years ago, so I don’t see that as anything new in the industry, and do I think there’ll always be a printed version? For the foreseeable future – definitely’.

Personalisation, authenticity and ownership These quotes sum up the point in which printed magazines currently are. Independent magazines are thriving both online and offline as the public are looking for more personal and authentic experiences, as confirmed through a number of surveys both online and off, and within a varied consumer six person focus group. ‘I like independent magazines because they just seem more personal and one off, where as normal magazines have got so superficial’. (Rachel George, focus group) (Refer to appendix for full results) An online survey was conducted with the question ‘what is the main thing you look for in a magazine’ with four potential answers. ‘Personal to your own interests’ came up second with 40%, with ‘interesting content’ coming first with 50%. Whilst magazine apps are thriving, the saturated market means all elements of personalisation have been lost, meaning people use them solely for quick and easy fixes of information. This had led to people feeling as if they are ‘just a number’ (Cynthia Lawrence-John, Volt magazine), causing a backlash that is reintroducing a time where things are more considered. ‘People want to feel special; people are likely to spend a lot more if they feel something has been created especially for them, luxury, quality and ownership are hugely important in the new digital age’. (Cynthia Lawrence-JohnVolt magazine) Whilst Digital is excellent at speed, reach and scalability, print is good for slower experiences, and for ownership - it’s possible to own a print magazine in a way that it’s still not possible to own a digital magazine. (Steve, Stack magazine) Throughout the research section of this report, a number of consumers have also been identified who are not actually connecting with online when it comes to magazines, rebelling against the popular choice due to nostalgia and a love of print. As well as discovering a number of online trends and publication that aim to ultimately generate a high level of consumer engagement, something that is normally related to the media of print. In relation to this, some important elements to take forward into the recommendations are personalization, community, creativity, spontaneity, and uniqueness, offering choice will help bring these elements together to show that the consumers are appreciated as individuals.

57 Fig 38.

Fig 39.

recOmmendation Durability and timeliness Sketchbook pop up magazine case study – Not a one off wonder As previously stated, the main point that continuingly came up is the element of nostalgia and authenticity when it comes to print magazines, which is what really keeps people attached and devoted. (Focus Group 2013) Whereas ease and convenience are what dominates in terms of online, creating a swift and easy fix of information when it comes to reading online publications. (Survey Monkey Survey, 2013) These essentials eventually indicated that to achieve the aim of bringing them together successfully, both of these components need to be included and indulged in. Firstly, the idea was to focus on community and nostalgia, whilst bringing people together in terms of an event, celebrating both print and online in such a way that it features and touches all the senses that you embrace through a printed magazine. However after further research into similar concept and events, such as the sketchbook pop up magazine, it became apparent that this idea doesn’t have the longevity needed to assist towards bridging the gap between online and print.

Sketchbook pop up magazine event is an innovative creation of constructing something new in the realm of printed independent magazines, the Live Issue concept was the brainchild of Katie Burkes and Susie O’Brian, two final year students at University for the Creative Arts, Epsom. The pair, both studying Fashion Promotion & Imaging, decided to collaborate with eachother, in order to put their skills in photography, marketing and PR to the test. Together they decided to take the idea of a traditional magazine and turn it on its head, creating a live installation, ‘The Live Issue’. Rather than turning the pages of a printed magazine or clicking the next button on an e-zine, guests were invited to step into ‘THE FUTURE GALLERY’ and walk through the issue. ‘The Live Issue’ takes the conventional pages of a magazine and brings them to life in 3D. Uniting fashion, film, music and art to create an experience that allows you to step inside the issue and explore the pages room by room’ (Rachel Menashy 2010) This innovative is a key example of simplicity and innovation being the key to success, this example isn’t essentially using either print or online but they have created something hybrid, that brings the content of a magazine alive, when realistically, as previously researched and stated, the content is the most important element of a magazine whether it is online or offline.

Fig 40.

Furthermore, the implantation idea was transformed into creating a publication, a publication which involves the easiness and convenience of online but with the outcome of a printed magazine, whilst focusing intensely on independent publishing, authenticity, and personalisation. Research was then conducted and furthered into a way to make said publication a lot more personal, by receiving not only just a magazine but something that has been tailored to the consumer specifically, picked to fit their interests and likes. Research into current gift packages of a similar sense was then conducted, resulting in the finding of the Oh comely care packages.

Even so, it became apparent that an event was still very much a one off thing, soon forgotten as much as print itself has been said to be if it doesn’t collaborate with online. This then led to research into innovative and creative publications, and a case study of the online publication store ‘Magasin’. Magasin is a new German online independent magazine publication that doesn’t just sell magazines from their websites, but interesting types of bi-projects ‘that go well with all their magazines’ (Magasin, 2013) such as paper goods, blankets and lamps, to mugs and backpacks all from their own brand. In relation to this, within their online publication, they have a ‘feel good package’ option, which includes a magazine of your choice, paired with hand chosen gifts. When interviewed, the founder and creator of the publication stated;

Oh comely care packages, case study “We’ve got something up our sleeves to put to right this woeful lack of Good Post. Our November care package project will ensure that everyone has the chance to give and receive something inspiring and unique in the post. We’ll pair you up with a stranger, and you’ll prepare a package of surprises for each other. Each box should be a warming collection of gifts and ideas to brighten the grey days.” (Oh comely 2013) Consumers of the magazine were asked to create little winter care packages including a number of handpicked gifts. ‘Something personal. Eg: a favourite family recipe, a good book you’ve just finished, a playlist of your favourite music. An inspiring snippet. Eg: newspaper clipping, a photo or illustration you love, the lyrics to a song that strike home. A wintry treat. Eg: a pair of gloves, your favourite tea, a mini hot-water bottle. The spending guide for each box is £10.’

‘it is an element, that should give people the chance to honour independent publications by consuming them carefully. You can just fill out our form on the website, fill out the magazines you would like to order, tick the “feel-good-parcel”-box and choose the price range wanted. As soon as we get your form via mail, we will send you an invoice via mail and pack you an amazing parcel filled with lots of amazing stuff.’ (Full case study and interview can be found in Appendix E)

61 Fig 41-43.

Fig 44.

This sense of personalisation and importance is a key driver in consumption in both online and High Street purchasing in all areas, not only in the magazines sector. Something that has continuously came up within a variety of research methods both primary and secondary. (Survey monkey survey, appendix, 2013) “when something is produced as a work of passion, customers feel passionately about the product. As a result there is a consistent audience” (Kate John, Assistant buyer for Magma)

How do I plan to bridge the gap? By incorporating both independent print and online as separate mediums hand in hand, to create a publication which uses personalization and creativity in a way that gets people interacting with both, as well as more involved with print once again in the new digital age. The final implantation idea is to create an innovative and creative publication of independent printed magazines of all types, celebrating niche culture and creative print. This publication will be titled ‘We are Made’, in association with the personalisation, authenticity and community of the publication itself, but in a simple and summed up phrase that is easily remembered. Which will also be known as ‘We are Made Magazines’. ‘We are Made’ will consist of an independent magazine store with a difference. After browsing what’s on offer, the consumer will have the chance to submit their own tastes, interests and personal likes, as well as magazines they already own and magazines they normally buy and favour. This continues on to the consumer choosing and receiving a monthly/weekly/yearly ‘care package’ subscription of an independent magazine that has been chosen and tailored specially based on their likes and interests. They will receive this in a handcrafted box with a hand written letter and a number of personal goodies such as offers and discounts on related products and selected inspirational imagery, and even a little handpicked gift relating to the magazine and chosen interests. Tailored and created especially for the consumer, bringing back the excitement and nostalgia of receiving a magazine and exciting post, but with the simplicity and ease and convenience of it all being done for you online.

Fig 45.

Why now? Personalisation and authenticity is at an all-time low due to saturated markets and the ease and convenience of online in the new digital age. This has caused a somewhat backlash, independent and niche style magazine are at a point of originality and creativity, allowing people to indulge in certain trends that aren’t seen as ‘mainstream’. In reading many of these magazines, the design publications have accompanied the independent proliferation, it is clear that independent magazines are not a singular entity. It is useful to imagine them as ranging across a spectrum, where zines mark the border at one end and mainstream niche magazines mark the other. Within that spectrum lie areas of activity characteristic of magazine production: motivation, ownership, sources of funding, relationship to advertising and market research, the role of the editor and art director, contributor policies, organizational structure, and work ethos. Not all ‘indie’ magazines operate in the same way, the same as different consumers want different things. This is the perfect time within the digital age to celebrate creativity, authenticity and personality in the saturated digital market.

Durability, survival, ease and convenience Another main observation is that the most frequently mentioned barrier between online and offline was time and convenience; down to lifestyle choices such as a job. People with a busy lifestyle find it simply easier to go online or use their phone to read up on their favourite magazine or a quick article, even if they do prefer print as a medium. This is a recurring habit through the last 3 generations, that are said to prefer to communicate through e-mail and text messaging rather than face-toface contact, and prefers webinars and online technology (Business dictionary, 2011). Technology and online have been built into an everyday way of life, and ease and convenience are key drivers to today’s digital generation. The days are gone when people go out of their way to find something particular, when now the internet simply does it for you. This style publication builds a much needed bridge between these two elements, allowing people to enjoy the medium of print but without leaving the comfort of their home. This is also where the aspect of the magazine being chosen for you personally comes in, not only is it creating an element of surprise and personalisation to your chosen likes and interests but also the ease of something being picked for you. This element is something that is new and not presently available in the current publication market, and one of the many reasons why this publication should thrive and be durable within the current offline and online print market, uniqueness is most certainty key in today’s saturated digital market.

This publication will stand amongst similar publications such as Stack and Magasin, targeting a varied but key group of consumers of the independent and niche sector, therefore the target consumer holds a high involvement level with certain trends and core subjects with creative tendencies, linking perfectly in with the hand crafted and personalisation element, bringing together a community of consumers who thrive on authenticity and belonging. This publication will work on subscription terms, each consumer will be given the option to choose a weekly, monthly of yearly subscription to suit them. All magazines and packages will be created and chosen to fit around the same price, there will be fixed fee for each type of subscription but content will vary to the people themselves. This also generates an element of community; each person is different and distinctive in content of the package but prices of the subscriptions will remain the same.

To Conclude

'We are made' magazines online publication logo

Throughout this report the question that has been asked is ‘Does the next chapter of the new digital age involve combining both print and online in order to help each other stay relevant within magazine publishing?’

Here are the two seperate Logo Designs for the ‘We are made’ magazines publication which will be displayed on the website. These logo’s have been created to be simple, effective and memorable, and to go with the creative style of independent magazines as a collective. (Full logo design page in Appendix)

The concluded and finalized answer is most definitely and unquestionably yes. The overriding outcome is the fact that if print magazine creators as a collective remember what it is about them that is ‘still useful’, ‘still valuable’ and ‘still different’ they will remain relevant. And if they hold an openminded approach toward online media, there are powerful opportunities for them to increase and reinstate this relevance with each day. Despite many people regarding the internet as a threat to print publishing, (and of course in some respects that has been the case, i.e. newspapers), the development of digital channels has been a huge help to smaller and independent magazines. Firstly, many people have discovered their editorial voices through blogging and other website work. This has encouraged people to go on to make independent magazines. The internet has also been hugely beneficial for sales of magazines, both in terms of spreading news about interesting new magazines and latest issues of existing publications and as a sales channel for the magazines. It is easier than ever to sell magazines from your own website, reducing the need to pay distributors and retailers. Also, social media has been a great way to promote magazines to a dedicated audience, to fill the gap between printed editions. Magazines and the internet both share the ability to create communities of like-minded people around content. When print and digital are combined each channel becomes stronger, in order to thrive and stay relevant the print magazine industry can simply not ignore online, but actively embrace and collaborate with it.

64 Fig 46.

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Jeff Gomez (2009). Print is dead: books in the digital age. London: Palgrave Macmillan. p5-15. Jeremy Leslie (2013). The modern magazine, visual journalism in the digital era. London: Jeremy Leslie . p2-10 p5570. John P Thompson (2005). Books in the Digital Age: The Transformation of Academic and Higher Education Publishing in Britain and the United States . United states: John P Thompson. p30-32. Michael Crozier (1988). The making of the independent . ISBN: Gordon frazer. p20-23. Michael Johnson (2011). A primer in design and communication, Problem solved . Phaidon: p131-133 p201-202

Merriam Webster. (2013). Gutenberg Joannes. Available: http://www.merriam-webster.com/concise/gutenberg,%20 johannes%20(gensfleisch%20zur%20laden%20zum). Last accessed 15/12/13. Joseph M. moxley (2001). Publish, donâ&#x20AC;&#x2122;t perish . London: Rober boice. p12-15 Tristan Tzara. (2010). About this Auther. Available: http://www.goodreads.com/author/show/45688.Tristan_Tzara. Last accessed 20/11/2013. Emily hage. (2011). The magazine as strategy: Tristan Tzara Dada. Available: http://muse.jhu.edu/journals/journal_ of_modern_periodical_studies/summary/v002/2.1.hage.html. Last accessed 01/12/13.

Alexa Chung (2013). IT. London: Alexa Chung. 87-173.

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Journals

Webopedia. (2013). Digital. Available: http://www.webopedia.com/TERM/D/digital.html. Last accessed 20/12/13.

Megan Le Masurier . (2012). Independent magazines and rejuviation of print . Available: http://ics.sagepub.com/ content/early/2012/01/13/1367877911432059. Last accessed 20/11/2013.

John P Thompson (2005). Books in the Digital Age: The Transformation of Academic and Higher Education Publishing in Britain and the United States . United states: John P Thompson. p30-32.

Wiki books. (2011). The information age/the digital revolution. Available: http://en.wikibooks.org/wiki/The_ Information_Age/The_Digital_and_ICT_Revolutions. Last accessed 06/11/2013.

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Magazine articles

Dean Wilson. (2011). Unemployment affecting access to computers. Available: http://news.techeye.net/business/ unemployment-affecting-access-to-computers-on-uk. Last accessed 20/12/2013.

Jeremy Leslie (2013). The modern magazine, visual journalism in the digital era. London: Jeremy Leslie . p2-10 p5570.

Wiki books. (2011). The information age/the digital revolution. Available: http://en.wikibooks.org/wiki/The_ Information_Age/The_Digital_and_ICT_Revolutions. Last accessed 06/11/2013.

Video

Colin McDowell (2013). The Anotomy of fashion, Book Club [online] Available: http://showstudio.com/project/ book_club/the_anatomy_of_fashion Last accessed 06/11/2013

Megan Le Masurier . (2011). Independent magazines and rejuviation of print . Available: http://www.cardiff. ac.uk/jomec/resources/mtm2011/LeMasurier_Megan.pdf. Last accessed 20/11/2013. Patrick Hourihan. (2013). Generation Z, the holy grail for bands?. Available: http://www.marketingmagazine. co.uk/article/1214118/generation-z-holy-grail-brands. Last accessed 05/12/2013. Business directory. (2013). Generation Y. Available: http://www.businessdictionary.com/definition/ Generation-Y.html#ixzz2o27mM9N3. Last accessed 02/12/2013. Morgan Phelps. (2011). Recipe for iPad magazine success. Available: http://www.appolicious.com/tech/ articles/8026-recipe-for-ipad-magazine-success-interactivity-and-additional-content. Last accessed 01/01/2014. Grace Incoll. (2012). What digital has to offer. Available: http://graceincoll77.wordpress.com/ whatdigitalhastooffer/online-platforms/. Last accessed 20/11/2013.

illustrations Front cover: Sirbiznatch, 2013, Miss Holiday, Tumblr [online image] Available at: http://sirbiznatch.tumblr.com/ post/27111404701 [Accessed 16/12/2013] Fig 1: Meet me a mikes, 2012, Sixteen Really Great Magazines [online image] Available at: http://meetmeatmikes. com/2012/05/sixteen-really-great-online-magazines/ [Accessed 01/01/2014] Fig 2: Fig 3. Robert and Shana Parker Harrison, Book of life [online image] Available: http://www.edelmangallery.com/ exhibitions/2010/parkeharrison/parkeharrisonshow2010_30.htm [Accessed 01/01/2014] Fig 4: Elmilio Jio, 2014, Electro Letras en tea FM con Literaturame, [image online] Available at: https:// literaturame.net/2012/09/electroletras-un-nuevo-programa-cultural-de-radio-en-tea-fm/ [Accessed 02/01/2014] Fig 5: Coffee and Magazine, 2014, Tumblr (online image] Available at: http://www.pinterest.com/ pin/544302304936035151/ [Accessed 23/12/2013]

Karlene Lukovitz. (2012). Perception vs reality. Available: http://www.magazine.org/node/25206. Last accessed 15/12/2013.

Fig 6: Marion WD ,2013, Tumblr (online image] Available at: http://marionwd.tumblr.com/page/155 [Accessed 01/01/2014]

Grace Incoll. (2012). Blog-a-zine. Available: http://graceincoll77.wordpress.com/blog-azine/. Last accessed 02/11/2013.

Fig 7: Alana Deighan, Infographic on survey results, own image

Power of magazines . (2013). Magazine the power of print: 11 facts about magazines . Available: http:// powerofmagazines.com/get-the-facts.html. Last accessed 20/11/2013. Rob Reif. (2011). Print is still a strong and viable . Available: http://blogs.imediaconnection.com/ blog/2011/06/01/print-is-still-a-strong-and-viable-ad-medium/. Last accessed 01/01/2014. Andre Losowsky (2013). We love magazines. London: Jermermy Leslie. p3-5.

Fig 8: Mapple Thorpe, 2013, Hope of the wall, Tumblr, [online image] Available at http://hole-of-the-wall.tumblr. com/post/66013945836/helmut-lang-jeans-robert-mapplethorpe-self [Accessed 23/12/2013] Fig 9: Matra Krivosheek, 2012, Designspiration [image online] Available at: http://designspiration.net/ image/520660623606/ [Accessed 16/12/2013] Fig 10: Luke Cole, 2014, ‘For my ridiculously large magazine collection’, Pinterest [online image] Available at: :// www.pinterest.com/pin/544302304936035151/

Stella Smith. (2013). Products. Available: http://www.magasinstore.com/#products. Last accessed 14/11/2013.

Fig 11: Marion WD ,2013, Tumblr (online image] Available at: http://marionwd.tumblr.com/page/155 [Accessed 01/01/2014]

David Boyle (2001). Authenticity, Brands, spin and the lust for real life : Harper Pernnial. p56-58.

Fig 12: Pabst + Pesch, 2010, Atipus, [online image] Available at: http://www.atipus.com/editorial-design/pabstpesch/ [Accessed 16/12/2013]

Rachel Menashy. (2010). The live issue and sketchbook magazine. Available: http://rachelmenashy.blogspot. co.uk/2010/04/live-issue-sketchbook-magazine-live-at.html. Last accessed 01/12/2013.

Fig 13: Alana Deighan, Focus group image, own image

Jeremy Leslie (2013). The modern magazine, visual journalism in the digital era. London: Jeremy Leslie . p2-10 p55-70.

Fig 15: Jeremy Leslie, 2013, The modern magazine [online image] Available at: http://www.coolhunting.com/ design/jeremy-leslie-modern-magazine.php [Accessed 01/01/2014]

Tanya Farber. (2012). Niche Magazines;giving the reader a sense of ownership. Available: http://themediaonline. co.za/2012/07/niche-magazines-giving-readers-a-sense-of-ownership/. Last accessed 05/12/2013.

Fig 14: Alana Deighan, Focus group image, own image

Fig 16: Danielle.T, 2013, The Modern magazine, Blogspot, [online image] Avaialble at: http://www.danielletc. com/2013/08/design-love-jeremy-leslie-modern.html [Accessed 16/12/2013] Fig 17: The Gentelmans magazine [online image] Available at: http://en.wikipedia.org/wiki/The_Gentleman’s_ Magazine [Accessed 16/12/2013] Fig 18: Arthur Craven, !916, 291, Dada = Modernist Magazines [online image] Available at: http://www.dadacompanion.com/journals/per_291.php [Accessed 16/12/2013]

Fig 19: Linda Voicha, 2014, Pinterest [online image] Available at: http://www.pinterest.com/ pin/245657354648355070/ [Accessed 16/12/2013] Fig 20: Domestics Luttery, 2013, Excellent independent magazines [image online] Available at: http://www. domesticsluttery.com/2013/10/excellent-independent-magazines.html [Accessed 16/12/2013] Fig 21: Noah Collin, 2011, Magazine image, Tumblr, [online image] Available at: http://noahcollin.tumblr.com/ post/22010460829 [Accessed 16/12/2013] Fig 22: Alana Deighan, Inforgraphic, infographic Own image Fig 23: Sirbiznatch, 2013, Miss Holiday, Tumblr [online image] Available at: http://sirbiznatch.tumblr.com/ post/27111404701 [Accessed 16/12/2013] Fig 24: Alana Deighan, Consumer profile image, Own image Fig 25: Alana Deighan, Consumer profile image, Own image Fig 26: Alana Deighan, Consumer profile image, Own image Fig 27: Sophie Penny-Ellis, 2013, Frankie Magazine, Pinterest [image online] Available at: http://www.pinterest.com/ pin/245657354648367776/ [Accessed 16/12/2013] Fig 28: Australia Unlimited Magazine app, 2013, Behance [online image] available at: http://www.behance.net/ gallery/Australia-Unlimited-Magazine-App/6034835 [Accessed 14/12/13] Fig 29: Chris Cameron, 2012, Layer Vision [online image] Available at: https://www.layar.com/news/blog/2012/01/17/ layar-vision-view-with-layar-logo/ [Accessed 14/12/13] Fig 30: Sharif Pendleton, 2011, Linda Magazine [image online] Available at: http://blog.sharifpendleton.com/ lindamagazine [Accessed 14/12/13]

Fig 40: Alana Deighan, coffee and magazine, Own image Fig 41-43: Alana Deighan, Magasin Care Packages, Owm image Fig 44: Tamara Vos, 2013, Oh Comely Care Package project [online image] Available at: http://www.ohcomely.co.uk/ blog/755 [Accessed 01/01/2014] Fig 45: Lila, 2013, We Solowska, Tumblr [online image] Available at: http://wesolowska.tumblr.com/ post/69976964122/coffee-oh-comely-magazine Fig 46:http://www.faciepopuli.com [Accessed 01/01/2014] Apendix illustrations Fig 47: Jesse Hollington, 2012, secrets & features of ibooks 3, llounge [online image] Availble at: http://www.ilounge. com/index.php/articles/comments/instant-expert-secrets-features-of-ibooks-3/ [Accessed 03/01/2014] Fig 48: Jesse Hollington, 2012, secrets & features of ibooks 3, llounge [online image] Availble at: http://www.ilounge. com/index.php/articles/comments/instant-expert-secrets-features-of-ibooks-3/ [Accessed 03/01/2014] Fig 49: Rene Ritche, 3013, Amazone Mp3 store gets optimized for iphone and ipod touch [image online] Availbe at: http://www.imore.com/amazon-mp3-store-gets-optimized-iphone-ipod-touch [Accessed 03/01/2014] Fig 50: Arpita Areja, 2011, Appolicious, Laptop enrich your mobile life online image] Avaiable at: http://blog. laptopmag.com/compared-3-apps-to-find-other-apps [Accessed 03/01/2014] Fig 51: Graze, 2009, Nature delivered, screen shot [online image] available at: http://www.graze.com/uk [Accessed 03/01/2014] Fig 52:Graze, 2009, Nature delivered, screen shot [online image] available at: http://www.graze.com/uk [Accessed 03/01/2014]

Fig 31: S-Magazine App, Leice, 2014, Trend Crib [online image] Available at: http://www.pinterest.com/ pin/245657354648298398/ [Accessed 14/12/13] Fig 32: The Gentle Woman, 2013, The magazine [image online] Available http://thegentlewoman.co.uk/#/magazine [Accessed 20/12/13] Fig 33: Alana Deighan, Focus group infographic, Own image Fig 34: Australia Unlimited Magazine App, 2013, Behance [image online] Available at: http://www.behance.net/ gallery/Australia-Unlimited-Magazine-App/6034835 Last Accessed: [Accessed 20/12/13] Fig 35: Alana Deighan, App infographic, Own image Fig 36: Patchwork Presents, 2013, A Stack of Magazines (image online] Available at: https://www.patchworkpresent. com/readymade/a-stack-of-magazines/12586 [Accessed 30/12/13] Fig 37: DesignSpiration, 2012, Architecture and interiors [image online] Available at: http://designspiration.net/ image/2232531014648/ [Accessed 30/12/13] Fig 38: TBC, 2013, Think Big Chief [Online Online] Available at: http://think.bigchief.it/page/18/ [Accessed 30/12/13] Fig 39: Alana Deighan, magazine statistic, own image

Appendix

ii: Market research quotes

A: Personal swot

iii: Critical Path i: Personal Research pathway

B: Survey monkey results Survey created to get a broad understand of a varied group of peoples view and purchasing habbits of both online and offline within the independent magazine sector Number of questions: 7 Participants: 37 Results:

Bi: Online question survey ‘Will printed magazines and newspapers dry up in the next decade as a result of the popularity surrounding online content?’ People asked: 20 48% say yes : 52% say no “It’s Just Too Easy” ‘It is easy and immediate. To get content of a specific nature and to be able to drill down from the article via a hyperlink. If they ever produce a magazine zine format tablet it will be over in a heartbeat. I would never look back if I had a magazine-style display. That is a bifold display the same size as a regular magazine.’ -Sarah 25

Isn’t it obvious? Media is taking to the internet, and it’s easier and cheaper to acquire. With internet news, you can also read the insights of other readers, whereas with magazines this is impossible through written communication, and only verbal communication would suffice. The internet is a new and powerful platform for all kinds of media, and it has quickly outdone the paper printing business. Printed media will still always have a place in society. Although the Internet is the quickest source for information and news its hard to believe that magazines and newspapers will be obsolete. People still enjoy having the actual material being held in their hand or laying open on the kitchen table. Sure you can always get fast updates by going on the Internet but its more relaxing and comfortable being able to flip through pages rather than scrolling down your computer monitor

“Challeging times lie ahead for magazines!” ‘Printed magazines won’t die in the future as there are those readers who will remain loyal to the brand they like to read in their leisure time. Printed magazines bring more joy and pleasure to read. Due to its long-life and opportunity to re-read it again people will remain buying their favorite glossy magazine.’ -James 37

I Doubt It. Newspapers will last, because they can be recycled and your eyes do not hurt when reading them. Also, people like having the physical thing in front of them. It can be a keepsake because you can cut things out (without having a printer and machines to then get it to print). No alterations can be made, unlike with internet articles.

“Obviously going to happen.” ‘The fact is - you can have an almost unlimited amount of magazines on your tablet or smartphone, and there are so many benefits to this. Firstly, it saves an awful lot of paper and ink, and secondly, it’s so much easier when you can carry hundreds of magazines and newspapers on one electronic device, where with physical magazines it would take dozens of separate bags or boxes.’ -Lisa 20

People are becoming lazy because it is now easier to find news content online people no longer require the need to go out and buy news papers, everyone nowadays looks for the easiest option for evetything, which means sooner or later no one will wish to go out and buy anything, all things will die that require effort, where as the internet is simple quick and easy, everyone can use it, and understand it

“Love The Smell Of A Magazine” There is something visceral and satisfying about paging through a magazine that a digital publication simply can’t match. It’s more intimate than reading an online publication, you don’t need to be plugged on, and you experience a lot less eye fatigue. Hope magazines never go out of vogue. Hey, that’s a magazine. “It’s Already happening” Look at the numbers, I live in Canada where the most recent numbers from our biggest papers are showing profits are dropping from 60-75 percent in one quarter: when you are bringing in 300 million (only) in revenue, and your “profit” is 4 million , and your stock offerings are now down to 50 cents a share, time is up ladies and gentlemen. I can speak here, but elsewhere, print newspapers is going to be dead in this country in 10 years. “Are we gonna get free phones?” When you’re on the go for example travelling by train or plane.. Firstly when you fly you’re not allowed your phone and they’re not going to hand you a free mobile phone are they to read the news; because maybe not everyone will have a phone with them. I don’t think they´ll die out, I think that they´ll print less.

Online content will likely force the closure, or at least the reduction of, printed magazines and newspaper, because the popularity of the Internet continues to trend upward. Over the last decade, the market has seen a huge reduction in the circulation of newspapers and magazines. At the same time, there has been a huge increase in online consumption of information. This trend is likely to continue, going forward, as the popularity of tablet PCs and handheld readers increases. The immediacy of the Internet trumps the old style of waiting for a newspaper or magazine to publish. I doubt it I will never ever ever read Sports Illustrated online because I like being able to carry it around, mark the page, and pull it out in an instant or browse through it when im bored. The internet is useful in seeing breaking events and such but magazines will always exist as long as they provide deeper context for whats going on out there, and that is just when you look at news and sports magazines. When you think about magazines meant for cooking, cleaning, redecorating your house, etc, the internet wont be able to replace those...

Yes, because fewer and fewer people are signing up for subscriptions. I truly believe that newspapers, not so much magazines, will be a thing of the past in a decade or so. I mean, look at bills. More and more companies are getting rid of paper billing. Banks and other companies are already getting rid of paper statements. I am sure if a study was done, it would find that more people are checking the news and reading it online, rather than reading it in a newspaper. No, the demand may decline a bit but there will always be a need for printed magazines and newspapers because there are times when you just want to read something without turning on a computer.

I think that, while online content popularity continues to grow, the allure of print will keep it around for quite some time. I think that printed magazines and newspapers will take a long time to die out, because not all companies choose to offer the same information in print and online. A company can charge and earn extra money simply by offering separate information, which drives both the print and the online industries. Furthermore, some people just prefer to read physically printed paper, rather than a computer screen.

The Internet is a great source of information, but it is not the answer for everything. First of all most online sources are required to update daily, even hourly while most magazines can get away with updating once a month or more. No matter how quickly they are updated however there are times when you want to read some magazine but have no desire to have a computer screen around you. It could be a ride on the bus, or a moment alone in the bathroom. There have been many advances in hand held devices that can display the Internet, but it is not yet to the level where I would replace a newspaper and try to read off a 4 inch screen.

Magazines and newspapers have already lost a lot of money because of the Internet.

The demise of the “printed’ press has started - while the evolution of the online magazine has already begun.

Face to face interviews:

Printed magazine and newspapers have already felt the pressure from the popularity of online content, in the form of reduced readership and advertising revenue. Many readers are seeking alternative (and discovering) new ways to find information while advertisers are seeking new and creative ways to promote their company, including social networking sites and online content, which has the potential to reach a larger audience. Printed material will become obsolete in the future because online content is easier to find and cheaper to produce . The reasons that I believe the printed materials such as newspapers and magazines will become irrelevant in the future is because, due to the accessibility of the internet information is easily distributed to the public for little or no cost to the producers of the content. Also, printed material companies traditionally earn the majority of their revenue from advertisers purchasing space in the newspaper or magazine. However, search engines like Google and Yahoo make the cost of reaching these consumers cheaper and more focused on a particular target market than a newspaper or a magazine can. No, there are too many older people who prefer to hold it in their hands. Even though it looks rather grim, I believe there is a large segment of the population that prefers a newspaper or magazine they can hold in their hands, take into the bathroom in the morning, stretch out on the bed with, read on long trips, things like that. It’s a morning ritual for a lot of people to step outside, get their newspaper, and sit down with a cup of coffee and catch up on the news. Booting up a computer, even a laptop, cannot replace that feeling. I really hope that the press doesn’t succumb to the economic pressure of putting things out in print versus online. A lot of people would be lost if this happened.

When I was in college a few years ago our capstone management class had a professor who worked for one of the largest newspapers in the US. He told us so many stories about how badly the industry was doing since the Internet became more popular and accessible. The Internet is in real-time and printed content is just costly and a nuisance to distribute.

c: Interview with Alex Smith Hi Alex, I’m going to start by asking you a few questions about the opening of your new independent magazines store and your insight on the Online Vs Offline debate and topic as a whole. Firstly I’d like to ask how and why you think print is in some areas in decline at the moment? People have gotten lazy, in todays age everything is so easily accessible and available at just a click of a button, print has some what taken a back seat because its more of a hassle to get hold of, and the internet is so vast with so much to offer. But I still don’t think print is in that much of a decline, it has survived because it something people are passionate about and offers a lot of things that online doesn’t in terms of nostalgia and belonging, so I don’t think print will ever become ‘redundant’ I think the real question is how can it stay relevant What magazines do you feel are personally inspirational and successful available on the market at the moment? I personal feel Monocle is one of the best magazines out at the moment, in terms of content, design, paper quality, imagery, art direction. It ticks all of the boxes of what a magazine should be, and print symbolises as a medium.

I disagree that print media will be obsolete. Print media still holds charm for some of us. A magazine or paper is a tangible thing that can be taken and read anywhere--a laptop is not and some people don’t like reading on the small screens of their iphones. There’s nothing like curling up with a blanket, some cocoa and a good book. The nostalgia of print media is worth saving.

In regards to your independent store opening, why did you choose to sell independent magazines? Independent magazines are important and special because they symbolise community and celebrate certain topics, they don’t just regurgitate broad information and images that everyone’s already seen, and most magazines now days are just full of advertisements. Independent magazines are more about of an art form, showcasing photography and niche topics by new up and coming talents. Also independent magazines touch all the senses more because the paper quality etc has been picked and made especially and not just mass produced for cheapness

Why did you choose now to open you independent store? I feel we are at a point within the digital age where people want to go back to print, as a sort of backlash against technology, and there is hardly any independent magazines stores around, only in really niche and arty areas like berlin and London.

ci: Interview with book shop owner: Only book shop still open in Nottingham

Do you feel by opening a store like this is such a creative student area it will help towards getting people more involved with print as a medium again?

Hi, firstly I’d like to ask how why you think print is in decline at the moment?

Yes I do, I feel Nottingham is lacking something like this where people can come and enjoy print, it wont only be a magazine store but also a coffee shop so people can come and have a coffee and read their purchased magazines as they please. This will bring together a community of people who enjoy print, which is really what print is all about, community and passion, which is also where independent magazines come in.

Well I think there is a number or reasons, firstly the retail recession is a big thing, people don’t like to pay for books and magazines when they can read and download them for free on the internet. Also the ease and convenience of online and e readers etc, means people don’t have to leave their homes to purchase things anymore.

Do you think online should be used hand in hand with print to help them both stay relevant within the new digital age? Yes, I think it would be stupid to ignore online and online technologies in the current digital age, both print and online are important in different way but still equally as important in my eyes. Obviously I personally prefer print as a medium especially in terms of magazines but I also have online magazine subscriptions aswell as print as they do go hand in hand.

How has this personally affected you and your book store? Well it’s an ironic situation, because the internet and online has both helped and hinderd my shop. In the fact that without online people would still be shopping offline but also my shop wouldn’t be here today without online because I also sell books online and advertise, and that the only way I can afford to keep this going. I think niche shops are being hit hard because they’re all online now, and because they only have a certain small type of consumer. So do you sell more books online off instore? I actually sell more book in my instore, online they’re is obviously more people but there is also more completion, such as amazon etc, so there’s still very much a divide between online and offline atm When did you first see a decline in offline sales and a take over of online? 1991 when books shops and print first started to die off I think but most started to change in 2000. But then the internet has actually been my saving grace, without it I would of shut down Do you think print magazines and book will compeltly die out? No I don’t, there will always be a niche for print and I think in a few years there will be a backlash against online and e readers etc. I think print will start coming back. Thank you that was great.

D: FOCUS GROUP –

Created as a group of 3 with similar project ideas to get a varied insight into different topics –Lucinda Jackson and Rose Lewis

Ethics form:

Objectives: - How do they feel about the current online and offline debate in terms of the magazine industry? Do they prefer online or print magazines and why? What is it they like you about print and online? Is personalization and authenticity important to them? Tools required: - Ethics Forms for filming and focus group participation - Camera for filming - Voice recording device - Paper for note taking  1. Word association exercise. State one word and ask participants to say the first word that comes to their head. Words to use: creativity Prompt discussion about relative subject Example questions could include: - Would you say you buy a lot of magazines? Where do you buy your magazines? Do you prefer reading magazines through online publications or print? Have you got magazine subscriptions? Have subscribed to any online magazine websites? Do you read online magazines and if so what do you read then on-iphone, iPad, laptop etc Do you think new digital era and popularity is making print less relevant? Do you think Online if over taking print within the magazine industry? And why? Do you think the new digital age with soon be purely online? Niche/independent/zine magazines have been doing really well online recently, why do they you think this is? Do you think there’s a way to bridge the gap between online and print in independent publishing? Have you heard of stack magazines and do you think they are a good idea? If there was an a pop of magazine event in Nottingham would you be interested in going?

C ii: Transcript

-Do you mainly shop and read magazines online or offline? - (Jacob)- Offline…But I don’t really read magazines - What magazines are you interested in? - football (Laughs) - If you bought a football magazine, would you read it online? - I’d read it online probably, yeah - So you’d rather read it online than actually go out and buy one? - Yeah probably, because its easier - Why would you do that? -Umm, cos its free, and updated constantly, and because it is easier than walking to the shop - Yeah. So is it purely football that you’d look at online, or would it be a wider range of things? - Umm, mostly football I’d say - Ok Kerri. Do you shop and read magazines online or offline? - (Kerri) Umm, I try to shop online more… I feel like there’s more, like, available. But then I’d much rather read magazines in print rather than online. - (Molly) Yeah I shop and read online, I don’t want to waste money. -So you wouldn’t go out and buy a magazine? - no not really, its too much effort - Do you have no nostalgia with magazines; is that not something you’re interested in? - Yeah I suppose it is, when I do actually buy a magazine I like it to be personal to my needs

-When you go online, is there anything in particular you’d want to read or is it purely for content? - Umm, I don’t really read magazines, but I go online to look at like, Daily Mail, and, yeah that’s all I really read online. - (Rachel) Umm, I prefer shopping offline for clothes, but not online for magazines- I read articles online and stuff. - Would you ever go out and buy a magazine? - Not really, the last time I bought a magazine I was really disappointed with it. It just all seemed really shallow. - What about like, independent magazines, would you ever go out and spend money on them? - Yeah, if there was one I liked- cos I remember going into a shop and like- I think I had a train journey so I had to buy a magazine, and like, everything was for young girls or Elle and stuff, so there wasn’t anything really that I wanted- I like independent magazines because they just seem more personal and one off, where as normal magazines have got so superficial (laughs) - With like quirky independent magazines, would you buy them more for artwork and stuff? - Yeah - (Anna) Umm, if I’m going on like a train journey or something then I’ll buy a magazine, but apart from that it’ll be online. - Okay, so purely to like, read up on stuff? - Yeah, or like boredom, procrastination- but yeah, train journeys and stuff mostly. - (Judy) Umm I don’t really read many magazines. Umm I’d probably read online for the news- I don’t really buy newspapers- and I do online shopping sometimes. - Do you prefer online shopping? - Yes I prefer online shopping to actually going into a shop and getting stressed (laughs) - Is that why you prefer it, because it’s less stressful? - Yeah, it’s the same if I do an online food shop, its all set out in a way that I can easily find it, instead of having to like, rush around, so its more accessible I find. - How do you think online shopping could be improved? - Hmm… - Maybe like, free delivery, free returns, that kind of thing? - Umm yeah, maybe that sort of thing, or maybe… I think a lot of the time with websites- ok so with websites like ASOS, they’ll have a lot of really good things that are a good price, but in the same section as things that are really expensive. So you’re kind of looking through it like ‘Oh this is really nice’y’know, £15, £20, and then all of a sudden there’s some designer brand, so its all too mixed up, its not specific - So what brands do you engage with and shop with online, and why? If you don’t shop online then that’s fine. - (Jake) I don’t shop online - (Kerri) I would say some of the new shops like Motel Rocks; they’re really good. I really like Urban Outfitters and Topshop, but umm, I wouldn’t shop at River Island so much cos they don’t do student discount and things - (Molly) Umm, probably like Misguided and Boohoo, because obviously you don’t have those shops on the high street. But if I was gonna go to Topshop I’d just go into town. - (Rachel) Umm like Topshop, Urban Outfitters… I like Topshop as you can get free delivery to the store as well. - If you had the choice, would you do online first and then go offline, or would you just go shop first? - Umm, I’d check that it was in-store fist, and then I’d go to the store and try it on. If they had like, more specific sizes and stuff then id think, ‘Oh would that fit me’, but they never have any description. - (Anna) I don’t really shop online- the only time I’ve ever shopped online was for people like Missguided and stuff where you cant actually get them anywhere else, but even that’s really rare, cos I find the sizing across all brands are just really different

- (Judy) Probably Asos, and does EBay count? - Yeah - Ok, and EBay, just cos I can search for exactly what I want. - Do you feel more of an attachment to a product that has been designed for you, or personalized? - (Judy) What do you mean? - (Lucynda) It could be anything, say like a magazine, or your style- So if you were shopping online and they were like, suggesting a specific item of clothing or style, would you feel like ‘Oh, that’s actually quite nice, I haven’t come across this before’ - (Rose) Or just like a general service that would appeal specifically to your needs - Umm, probably not no. - It doesn’t have to be just ‘style’ - Sorry I’m so confused as to what the question is - (Alana) So like you could pick exactly what you wanted in a magazine, or in an item of clothing, or would you rather just pick something you liked online? - (Lucynda) Or like Nike shoes, you can have personalized shoes completely. - Oh, the Nike thing, ok I’d say that does appeal to me, but I wouldn’t do it. I think it’s a good idea, but I wouldn’t do it, no. - (Jake) Yeah I’d say, yeah. Like if you got your name on like an Arsenal shirt, yeah that would appeal. - (Kerri) Yeah I think it’s a really good idea, like having stuff that pops up on the website, yeah. - (Molly) Yeah, I just would never do it. - Just cos its too much effort? What if an online service like specifically sent you personalized items and things like that- would you be more interested in that if it wasn’t going out of your way to do it? - Yeah probably. - (Rachel) I think not for clothing, cos id personalize it for myself if I wanted to, - (Judy) Yeah it does that with loads of things, it like suggests from what you’ve previously bought - (Alana) Like the new Google thing where they can tell everything you’ve been looking at - (Rose) Yeah like ‘Big Data’ - (Rachel) Yeah, and magazines, that’d be cool, like easier to kind of collate and find out everything that you want to know about. -(Anna) Um, yeah I’m the same, Like if they sent it to me that’d be cool, but I’m not gonna go out of my way to do it. - (Lucy) Is user driven content something that interests you? Where you have control of the technology; like smart-phone scanning, that kind of thing. - (Judy) Um, no that doesn’t appeal to me. So is an example like those adverts with that funny black and white thing, and it takes you to a product? - Yeah, and like on websites, when you can enter your own login? - Yeah, I mean what I like when I’m using things online is I like to have my own space to um, login to and see what I’ve previously been looking at, what clothes I might’ve been looking at or something. So I guess yeah that would, but the scanning thing I don’t understand so… - Yeah you wouldn’t look at it… - Probably not, no. - (Jacob)- Umm, I think no. - (Kerri) Umm, for certain things, but in general no. - (Molly) Yeah there’s probably no reason I’d want to complicate things by using it - (Rachel) Umm, whenever I use them they’re just a shortcut to a website, so I could probably Google it quicker than I could scan it

- (Anna) Yeah I don’t really think about it either to be honest, I’m not interested - Fair enough - (Alana) In relation to events that you’d go to in Nottingham, like creative events, what would be the one that you’d be most interested in going to in terms of like, erm, a gallery space with an exhibition or like a pop-up store with events going on in-store that could be interactive, a bit like the urban outfitters evening… or like a zine shop or a magazine independent store. What sort of thing would you individually be interested in? - (Judy) So like pop up things, or…? - (Alana) Yeah - (Lucynda) So it’s really what event appeals to you - (Judy) Probably something with music, something engaging not just visually - (Jake) Yeah I’d probably say I’m not really interested in that, but if they had live music or something like that then that might interest me - (Kerri) Yeah I think things like that impress people more, so even like the 20% off thing in the Victoria Centre where they had DJ’s, I think it’s a good idea - Yeah, It taps into more senses - (Alana) Yeah, do you think more interactive things would make you want to go more? - (Kerri) Yeah - (Molly) See I don’t think so, like I went to that Urban Outfitters thing, and like I’d rather just shop - (Alana) Would you say there would be anything you’d want to go to, so like the idea of an art exhibition or a pop up store? - (Molly) Yeah that could be quite cool - (Rachel) Umm, I’d be interested, its kinda like cos it’s a one off thing, you’d feel like you were missing out - (Alana) Yeah - (Anna) Yeah I think I’d be interested, I thought the Urban Outfitters thing was really hectic though so that might put me off a bit, but a free bar is always a good idea - (Rose) Would you be more likely to engage with advertisements online or offline? So would you be more likely to get excited about an advertisement in a magazine then say one online which is more interactive? - (Judy) Umm, something that it simple and that I can just look at and get instantly what it is- so paper, in a magazine. - (Jake) Yeah id say the same, I don’t like any adverts online. - (Lucy) Especially like, not pop up ones? - Yeah even ones just on the side and stuff - (Kerri) I most like adverts that grab your attention, so like celebrity endorsements and things like that, so it’s usually in magazines - (Molly) I’d probably say online, so if its gonna take you to the website, like what its advertising. If I’ve got it on paper than id never look at it again. - (Rachel) I think in a magazine, cos you have to physically flip past it if you don’t want to see it anymoreonline you just press ‘X’ without even taking in what it is - (Anna) Yeah I just ignore everything online including adverts - (Judy) Its like you’re so used to doing it, there’s just a column online with adverts always there

- (Jake) Yeah id say the same, I don’t like any adverts online. - (Lucy) Especially like, not pop up ones? - Yeah even ones just on the side and stuff - (Kerri) I most like adverts that grab your attention, so like celebrity endorsements and things like that, so it’s usually in magazines - (Molly) I’d probably say online, so if its gonna take you to the website, like what its advertising. If I’ve got it on paper than id never look at it again. - (Rachel) I think in a magazine, cos you have to physically flip past it if you don’t want to see it anymoreonline you just press ‘X’ without even taking in what it is - (Anna) Yeah I just ignore everything online including adverts - (Judy) Its like you’re so used to doing it, there’s just a column online with adverts always there

- (Rose) Would you be more likely to engage with advertisements online or offline? So would you be more likely to get excited about an advertisement in a magazine then say one online which is more interactive? - (Judy) Umm, something that it simple and that I can just look at and get instantly what it is- so paper, in a magazine. - (Jake) Yeah I’d say the same, I don’t like any adverts online. - (Lucy) especially like, not pop up ones? - Yeah even ones just on the side and stuff - (Kerri) I most like adverts that grab your attention, so like celebrity endorsements and things like that, so it’s usually in magazines - (Molly) I’d probably say online, so if it’s gonna take you to the website, like what its advertising. If I’ve got it on paper than I’d never look at it again. - (Rachel) I think in a magazine, cos you have to physically flip past it if you don’t want to see it anymoreonline you just press ‘X’ without even taking in what it is - (Anna) Yeah I just ignore everything online including adverts - (Judy) It’s like you’re so used to doing it, there’s just a column online with adverts always there. -(Molly) when adverts are down the side, like pop up, I don’t click on them. -(Alana) yeah I always think they’re going to be viruses. -(Kerri) I’ve noticed even ASOS, they have started to pop up on the side when I’m browsing, to make you keep it in mind. -(Rose) So adverts which have like you know, engage with social media and have complex stories behind them, do you find them all just a bit too complex? -(everyone) general murmur of yeah! -(Alana) Do you guys own an ipad or tablets, anything like that? -(everyone) no -(Alana) If you were going to look at online content or online magazine publications what would you use your phone or laptop? Or would you rather just go out and look at it in store? -(Rachel) If I had a tablet I’d be more tempted too, cause like, I use flip board, do you know flip board? It’s an app where you can choose all like fashion magazines. -(Alana) yeah, cause like in the new digital age, every child is going to have an i-pad and like in schools they’ve spent 3 million pounds so children can be taught on an i-pad and they say their taking over pencils, so like pencils won’t be used, i-pads will. So looking at the new digital age and how technology has taken over print, you guys obviously are not that way inclined with tablets. -(Rachel) yeah like my phone’s huge I don’t think I’d need a tablet. Like if I’m reading an article which is a bit long, then I’d prefer to read it in paper. -(Rose) This is a bit unrelated sorry, but what would it take for an advertisement to engage you, whether it be featuring real women or celebrities? -(Judy) If it something completely different and I’ve never seen it, like on your survey I did, I think it’s something that’s almost a bit shocking and something that’s a bit different, going against the norm, whether that’s using a different type of model or text or something. -(Jake) Well I’d say like, if something’s stands out, it’s probably celebrities I’m most interested in. -(Kerri) yeah I would agree as well and when they have celebrities, it makes it aspirational and you like notice it more -(Molly) Urm id say probably using real models that aren’t like six foot tall -(Rachel) I think something different, I’m not really interested in celebrities and stuff, I think that would put me off more -(Anna) oh yeah same -(Lucynda) We’ve sort of touched upon this, but do you think online brands, purely online brands, need an offline presence, like ASOS, would you shop there if places had a pop-up store or a personalised service? -(Judy) I think, it’s a good idea cause they could obviously run off their reputation, with things like an offline store people would be like oh its really good but I think kindov the beauty of it is that it is online and it’s a quick and easy access. -(Jake) I’d say no -(Kerri) Yes I do, I defiantly do -(Molly) yeah cause then you can see what the clothes are actually like, what the material’s like, you don’t want it to look cheap or it have holes in -(Lucynda) and do you find sometimes your sizes are a little bit out?

-(everyone) yeah -(Molly) yeah I’m completely different sizes in different store, so I’d rather they all just get stores on the high street -(Lucynda) would you say there is a brand which really annoys you because you can’t send things back free of posting charges? -(Molly)- Misguided the other day I sent something back and it charged me like £3 pounds, it’s annoying. Like ASOS you can just send back free of charge. -(Kerri) yeah I did last week with urban outfitters and they charged me to send it back, you know you lose so much more than what you’ve actually paid for, it doesn’t make sense. -(Rachel) yeah often when you buy things online you can return it free to a store and then browse, but somewhere like ASOS that has so much stuff a shop wouldn’t do it justice, what you want just wouldn’t be in store -(Anna) yeah I don’t shop online, so if a brand had an offline presence then I’d be able to shop there -(Lucynda) would you be willing to pay to receive a personalised parcel of clothing, selected by editors to suit your style, so a slight premium per month to get this package of clothing which you know editors have selected for you? -(Judy) umm personally no, because I’m very particular about what I put on and the sizing, if I can see it all on a model then that helps, I just don’t think so, because dressing is such a personal thing -(Jake) No I definitely wouldn’t -(Kerri) I actually would, if I was able to tell like the person what my style was -(Lucynda) Yeah they’d obviously have all your sizes and the dresses and style you’ve selected before on their database -(Jake) I’ve changed my mind to I would actually like the parcel! -(Kerri) if your able to say what style, I think that would be really good! -(Lucynda) yeah they’d take into account your style, but what you receive will be a surprise -(Molly) So would I -(Lucynda) how much would you be willing to pay for something like that? You’d get 5 items, so it’s like a complete outfit, if you like, or versions of outfits you can mix and match -(Molly) maybe £20 -(Kerri) yeah, maybe that’s a bit cheap to get a whole outfit, maybe £30 -(everyone) yeah -(Lucynda) you’d be able to freely return anything you didn’t want and you’d get a discount if you brought the entire parcel -(everyone) yeah, yeah I would -(Rachel) If I get an email saying, your month’s parcel has arrived and I don’t like an item…maybe it shouldn’t be every month, every other month -(Alana) I’ve got a random question, what is creativity to you? What do you feel creativity is? -(Judy) I think it’s something that is new, something fresh, something natural, umm is very interesting um visually and engaging -(Jake) yeah that’s the perfect answer I think -(Kerri) I think creativity can be lots of different things, I think you can be creative with the same you dress and you know it’s something that’s unique to you -(Molly) I just imagine art, I wouldn’t think an outfit’s creative, I always think of a painting -(Alana) I’m thinking in creative terms in the sense of like zines -(everyone) muffled ….yeah I find them creative -(Rose) So I have these two adverts and I want you to just like have a think about the words that come to mind when you see them and if we go round and you’d be able to like write it on the whiteboard, interactive. -(Judy) I think it’s different, shall I write it…I think it’s different because the model is distorted, in fashion you expect everything to be pristine and you don’t usually see someone like scrunched up and that’s why I like it because it different

-(Jake) shocking, because its different from normal -So I’ve got another advert to show you, it’s from common de Garcon, could you all just take a minute to have a look So what do you think of when you look at it? -(Molly) Ugly -(Rose) why do you find it ugly. -(Molly) because it’s not very pleasing on the eye, it’s not a very nice picture Irrelevant -(Rachel) creative, and random -(Rose) Could you all now write 3 things on the white board of what you think of when you look at the image (all writes down 3 words, as seen in pictures) (Rose)-So compared to this more product based glamorous advert which one appeals to you more? -(Judy)The Comme De Garcon one, because it’s completely different and it’s not something you usually see in advertisements like a women laying on a bed all glamouerous, and it looks like you can touch it and it has texture and depth, I like it a lot Does anyone prefer the Lui Vuitton? -(Molly) I do, it’s more visually pleasing and it’s actually advertising something as the other one is really unclear and you can see the clothes in the picture -(Rachel) I agree -(Lucinda) Could you please write down one brand that’s purely online that you would like to see offline -(Jacob) How many? -(Lucinda) Just one is fine -(Background chatter while all write down their chosen brand) -(photos being taken) (goes on for few minutes) -(Rose) I’m now going to show you a quick video, that I’d like the hear you feedback on, It’s the new Levis advert (shows video) -(Rose)So what did you guys think about that advert, did it engage you or not? -(Judie) I thought it was very nicely shot, just looking at it for what it is, not an advertiment, it’s really nice, I couldn’t quite see how it was related to denim or jeans, erm it was basically, for me it was nice it was just people wearing denim in nice places, I suppose it is that whole authenticity thing, everything was quite aged and old and authentic -(Rose) Basically the brand were r- building a town and putting money in to build in but in turn advertising their own brand. -(Jacob) So they were using Levi as working people? -(Rose)yeah -(Judy) Oh so Levi as a brand they were rebuilding their whole town but inturn advertising their brand and products? -(Rose) Yeah, do you agree with that? -(Judy) Yeah, I think always helping charity is a positive thing -(Jacob) Yeah I thought it was a good advert, the music added expense, but I thought there would be a big ended but their wasn’t, but I did like it, even though we didn’t really see the jeans -(Rose)Do you agree with brands using charity? -(Jacob)Yeah definitely -(Kerri) Erm yeah I thought the communication and relation was really good, and a really nice theme -(Molly) I thought it was pointless, nothing happened in it ,you didn’t even really see the jeans and it was boring, I wouldn’t watch it again -(Rachel) I thought it was a cool film, but It only works because everyone in here knows who levis are -(Rose) Do you agree with brands using and working charity? -(Rachel) yeah -(Molly) I recon it is just to promote their selves though -(Jacob) But as long as the community gets help then everyone a winner -(Molly) but have you ever seen proof of community’s being a winner, have you seen pictures and videos? (Laughs)

-(Jacob) I suppose not -(Jacob) As long as theirs money going to them people who need it, I think its good -(Rose) Do you care about where your clothes have been made and would you be interesting in learning about their production journey? -(Judy) Yes I care about where my clothes I been mad -(Rose) do you buy your clothes at ethical places? - (Judy) I try but, but the ethically made clothes are most expensive a lot , so that’s always an issue, but yeah I do try to -(Jacob) erm I don’t care -(Rose) You don’t care atall? -(Jacob) Yeah I don’t think I’d want to know where they came from either -(Kerri) Yeah I do care but I wouldn’t necessarily need to know in order to buy it, I just buy it -(Molly) Yeah I’m not bothered in the slightest, they’re going to be on the rails anyway and someones going to buy it so why shouldn’t I buy it -(Rachel) It’s not something I think about when I shop, but if I would told it would encourage me or put me off -(Alana) Yeah I understand that -(Anna) Yeah I care, I haven’t brought a pair of nikes since reading how bad they are, nike have a terrible back story to them, their product have already been really expensive -(Rose) Yeah they do (Rose, Alana and Lucinda) Okay thankyou everyone that was great!

Ciii: Ethics forms and Images

E :Email interviews : Email interviews were carried with Lasharna Turner, editor and founder of the online magazine ‘thelookhit. com’, Steve Watson from Stack magazine and Church of London Creative Agency, Jeremy Leslie from Mag culture and Stella Richter from Magasin online store. By conducting the interview through methods that suited the professionals, such as the simplicity of email, it encouraged authentic responses, this proved successful but stunts conversation flow slightly due to the set question format.

Stella Richter from magasin Stella Richter founder and editor of ‘Magasin’; an online independent store based around personalisation and creativity, was contacted to find out more about her publication and the ideas behind it, also her thoughts and opinions of the online and print magazine topic as a whole. Stella Ritchter is the founder and creator of the online store Magasin, an online store for international print culture. Not only selling independent magazines but bi-products that according to them go well with their magazines, includng ‘feel good packages’ that include a magazine of your choice and a a number of hand picked products to go go with it that are chosen for you perosnally. As part of my primary research I purchased a Feel good package to get an insight of how this element works and the personal effects it has. Through email exchanges she voiced her personal feelings on the topic of print and online and how she has personally used creativity and personalisation to keep print relevant within the new digital age. This gave me a key insight into this very original sector of the market.

(Own images)

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F: Steve Watson From Stack magazines Steve Watson from Stack magazine was contacted to gain an insight on his personal view of my big idea and the online and print topic as a whole in relation to the stack magazines publication.

H: Jeremy Leslie from Mag culture Jeremy Leslie, founder and creater of the blog Mag culture, and writer of the book â&#x20AC;&#x2DC;The modern magazineâ&#x20AC;&#x2122; was contacted.

G: Lasharna Turner from Thelookhit.com

Lasharna Turner, editor and founder of thelookhit.com, an online magazine in which I write for was contacted to gain her personal insight of online publications and why she personally chose the medium over print, also to gain her view of my chosen topic of print and online as whole.

i: Ethics forms

J: ipad experiment with 9 year old consumer: Ruby Deighan An experiment and interview was then also conducted with a 9-year-old consumer, to gain an insight in the online and offline patterns and habits of a much younger generation. The participant was giving anI pad and a magazine and asked to use both as she pleased, as well as conducting a short interview. This was to gain an accurate and personal view on a younger generation consumer behaviour when it comes to both print and online. This research indicated that the participant used both equally and found both equally as interesting and enjoyable to use. This coloured my findings and expanded my targeted consumer generations further to a larger consumer group. How often do you use the internet and what for? Iâ&#x20AC;&#x2122;m only allowed to go on certain things and use it for a certain amount of time but I use my tablet for games mostly and looking up my favourite TV shows, magazines and music videos. What Magazines do you look at online? I like arts and crafts magazines and Pepper pig magazine, but I only look at the arts and crafts one as it gives you more things to make and do and I can look at it whenever I want and when Iâ&#x20AC;&#x2122;m bored, Do you buy a lot of magazines? I collect the art and craft magazine every week and get other magazines I like wen I save up my poet money and are at the shops with mum. Do you prefer looking at the magazines online or buying them? I prefer buying them because they have different games and colouring out and stuff to do with the actual magazines that you donâ&#x20AC;&#x2122;t get to do with the online ones, but I still like both because they have different things to read and do.

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K: Ethics form:

L: Phone interview with Cynthia from Volt Magazine (Verbal concent) Q1: How did the concept of the printed magazine come about? In terms of the paper quality and format etc In the new digital age everything is so disposable and with the saturated online market people just flick through magazine content without even taken in the imagery or art work. I wanted to create something more about luxury and quality, something you savor and look through slowly taking it all in, its about longevity and creating something people want to keep, I think that’s the key to stand out in the saturated magazine market at the moment. This is why I work within the independent sector as I feel it is a lot more about the content and the creativity, even though it is harder for independent magazines within advertising. Q2: Do you feel that by creating something that has been made to be savored and enjoyed a lot more than your average print magazine, you are helping to bridge the gap between print and online which has been created in the new digital age? Yes definitely, the internet is disposable, people don’t remember it or take it in, print is a lot more savored, you have to take your time and it reforms your mind. Q3: Would you say your online publication Volt Cafe really helps and aids the printed magazine? And if so, how? Yes because the printed magazine is only Bi annual, so the online platform has a content feed and flow of work and keep people updated daily, you can also publish what you want and there isn’t any limit, where as the printed magazine is a lot more selective. The only publication also is assessable to a lot more people. Q4:In terms of my 'care package' idea of creating something personal to the person and therefore getting the person a lot more involved with the magazine itself, do you think this will help people become more connected with print magazines once again? In todays current digital age people feel like they’re just a number. I think personally that we are started to go back to a time where things are more considered, a sort of backlash against the saturated market where no one is different or special. People want to be apart or something, which is where authenticity and quality comes in.

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N: Amazon bridging the digital and online gap by offering instore music deals

M: Case studies

Reading books is every bit as intuitive as it is on an iOS device — turn pages with a swipe, zoom in on images with a pinch or scroll from cover to cover.” (Apple, 2013) http://www.apple.com/uk/osx/whats-new/

By looking into brands outside of the magazine word who are actively attempting to ‘bridge the gap’ between digital and online, A case study on amazon was creating into their new instore music deals. Recently Amazon offered another incentive for consumers to try it’s cloud service by providing a free digital copy of any cd they have brought in the last 15 years. The deal also applies to new Cds they buy –bridging the digital and online gap by offering instore music deals.

This quote pretty much sums up ibooks, ibooks is a downloadable app available for all apple products such as ipads and laptops in which you store and buy as many books and magazines as you please and keep them in sort of digital libray. ‘iCloud even remembers which page you’re on. So if you start reading on your iPad, iPhone or iPod touch, you can pick up where you left off on your Mac’ (apple, 2013) This in itself shows what the future could be for magazines and books, this app has been created to be the next best thing to a print copy, introducing a lot of the traits you associate with print. Whether this is a good or a bad thing is very much up the person and their believes and passions when it comes to print and online, but as someone who adores print and always will this does not bridge the gap between the two, it only hinders print further.

It you’ve bought a popular music CD from Amazon over the last 15 years, you may now be able to download those MP3s for free via your Amazon Cloud Player. Amazon announced its new service called “AutoRip” recently, allowing customers who buy AutoRip-compatible CDs to automatically receive free digital copies of their music. The policy not only applies to CD purchases since 1998—it applies to any AutoRip-compatible CD consumers buy from this point forward. The MP3s come in 256Kbps form and are currently available for more than 50,000 of the most popular albums since 1998, “including titles from every major record label,” says Amazon. The downside is that it may be difficult to find AutoRipped MP3s for indie titles, though a quick search by Ars revealed that several indie CDs (purchased in 2000) were indeed available via AutoRip. AutoRip-compatible albums are automatically uploaded to the consumers Cloud Player library and don’t even count against the Cloud Player storage limits.

ibooks

It is clear the goal of AutoRip is to push more users to take advantage of its Cloud Player service, in addition to pushing them to buy more physical CDs. But the move undoubtedly allows Amazon and the record industry to double dip when it comes to sales and download numbers, but it’s hard to deny the convenience to customers as well. Cloud Player libraries can be played on any device that Amazon supports—including iPhones and iPads—as well as the Web, or they can be downloaded and transferred to any MP3 player. It’s also clear Amazon is making this announcement to take a shot at Apple. “In many cases, customers can buy an AutoRip CD, including the free digital copy, for less than they would pay for only the digital album at iTunes,” the company said in a statement. Although this is actively getting consumers to interact with online music more, it is also contributing to bridging the online and offline gap when it comes to music, getting people interactive with CDs once again.

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O: Appolicious

P: Graze Case study

Appolicious is a new App finder app, described as ‘The best way to find Android apps’. It works by Importing apps you already own and also getting recommendations for more, whilst see which apps your Facebook friends use, and find new apps that have just hit the market, whist finding out what's on sale. Appolicious has been created to be everything you need to find all apps, which is very much needed in the saturated app market. Although apps are at a point of major popularity within the current digital age, the sheer volume of them means people find it hard to find the ones they need, which takes away from the convenience and ease of the online element. “After Appolicious, iPhone users face a fairly big step down in search quality. For Android users, it’s more like stepping off a cliff."  - New York Times An app like appolicous is an example of a successful new innovation within the online technology world, stand out from the saturated market and helping towards the ease and convience that people are constantly looking for in todays busy digital age.

Graze was launched in January 2009 by seven friends and its range of nuts, small puddings, and porridge have become extremely popular with London office workers and, increasingly, families and children. The company, which employs almost 350 people, has developed glue-less packaging and its automated machines can fold cardboard 19 ways to create innovative and creative packaging, and now delivers over 300,000 graze boxes per week. Mr Fletcher the owner and founder of graze has recently said that he is hoping to grow sales further by launching healthy snack boxes for kids, which will include the name of the child on the box, to create a more personal experience with the food. This element proves that personation is becoming a key driver within marketing, which could be seen as a back lash to the current saturated sales market which has meant all elements of personalization and authenticity have been lost. Mr Fletcher said the company’s performance had been driven by “getting the product right” and stepping up marketing, particularly on television. The company developed its breakfast porridge service by sending trials to customers and asking for feedback. and has stated - “We are able to serve every office and home in the country,” he said. “We are now penetrating more of the family market by focusing on personalization and authenticity.”

Fig 51

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Fig 52.

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Q: Home made care package experiment

R: Tutorial record sheets

In relation to the care package element of my idea, I created a personal â&#x20AC;&#x2DC;care packageâ&#x20AC;&#x2122; for a close friend in relation to her likes and interests, to gain genuine feed back and an overview of consumer behavior when receiving a personal, hand crafted gift. This proved a massive success; the feedback I gained from my friend concluded that by creating something personal for the personal it automatically becomes more special and creates a sense of ownership and belonging. This researched was a key driver within the development of the final big idea.

(Own images)

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School of Art & Design

Tutorial Record Sheet 2013/14

fcp3

Module: Negotiated Project Stage 1 Ref. no: FASH30001 Date: 22/10/ 13 Name : Alana Deighan

School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 1 Ref. no: FASH30001 Date: 29/10/13 Name : Alana Deighan

Independent Research Project

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Bring a visual overview of where your are in your research at the moment, print off all work so far create mood boards of visual research Bring one piece of primary research to discuss

Chapter plan and structure Mood board or catagram to showcase your topic Detailed description of methodology List of case studies

Learning issues to discuss in session:

Learning issues to discuss in session: Creating relevant visuals throughout the report and what primary research people have started to do etc What types of primary research are relevant to the report research

Chapter plan and structure and looking at past ones and how to put them together from what we have already done etc Looking at the moodboards we have created and how to create relevant visuals and catagrams Looking at the start of our methodology descriptions and different ways we can write them Looking at the current case studies created

Feedback from session: Good feedback on current primary research done eg street and online survey. But the questions needs to be more varied and target a larger group of people start to think about visuals

Feedback from session: Chapter plan so far is good and to carry on adapting it To carry on creating mood boards and to keep them relevant to the content Methodology so far is good, also try creating methodology tables so more indepth Case studies are all good and relevant, make sure all are backed up with relevant research

Tasks for next session: Chapter planning, start thinking about the structure and titles of the chapter plan (around 7 chapters) Prepare another mood board or visual to showcase your topic Start bibliography Write down a detailed description of methodology Create a list of case studies

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

Tasks for next session: Finishing writing up methodology Continue with primary research Start emailing industry professionals Continue to condense research Continue with primary research

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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School of Art & Design

fcp3

Tutorial Record Sheet 2013/14

School of Art & Design

Module: Negotiated Project Stage 1 Ref. no: FASH30001 Date: 05/11/13 Name : Alana Deighan

Independent Research Project

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 1 Ref. no: FASH30001 Date: 19/11/13 Name : Alana Deighan

Independent Research Project

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

3 clear aims Chapter plan and structure Mood board or catagram to showcase your topic Detailed description of methodology List of case studies

Feedback from interim presentation and any relelent work to discuss

Learning issues to discuss in session: Feedback for mid point presentation, current grade and what to approve on/continue over Christmas break

Learning issues to discuss in session: Chapter plan and structure and looking at past ones and how to put them together from what we have already done etc Looking at the moodboards we have created and how to create relevant visuals and catagrams Looking at the start of our methodology descriptions and different ways we can write them Looking at the current case studies created

Feedback from session: Overall good presentation although it was too long winded and needed to be cut down. Could of improved by condensing the research more with more contextualized methods. Introduction and swot was good and personal to my idea and overall question has improved and summed up idea well. Target consumer needs more research to define the right generation group And recommendations idea needs to be more thought out so that it is more innovative and has lonvity.

Tasks for next session: To condense down my research and carry on with what I am doing as research and methods have improved since presentation. Looking to new creative innovations of both online and offline and research into the new digital generation more.

Tasks for next session: Finishing writing up methodology Continue with primary research Start emailing industry professionals Continue to condense research Continue with primary research

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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Signed (student)

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School of Art & Design

fcp3

Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 1 Ref. no: FASH30001 Date: 04/12/13 Name : Alana Deighan

Independent Research Project Tutorial / Seminar Record Sheet Work to bring / prepare for session: All work done so far to discuss

Learning issues to discuss in session: To talk through what you have done so far and your critical path of the christmas break, plus a timetable and report structure and a writing sample. Topics such as referencing and quoting and Harvard referencing. Aswell as writing style. Remember to stay in 3rd person if that is the chosen style.

Feedback from session: Writing style so far is good and to carry on, to remember to stay in 3rd person and back up all my imformation with quotes and valid reason and research. To give my phone to my mum over the Christmas break so that I am not distracted. Create timetable of what hours to work each day.

Tasks for next session: Create timetable choose and ring printers Finish writing over Christmas break Find a relevant layout theme

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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