Periodical Publishing

For every organisation operating in the magazine publishing sector, the ability to successfully and sustainably grow and evolve is entirely dependent on three clearly defined points; 

• ability to read the winds of change, before they blow
• creativity, innovation and execution
• the ability to offer clear 'blue ocean strategy' points of differentiation

Based on these principles, Specialist Press has repeatedly grown successfully and continues to do so, evolving from its earliest print publishing roots in Australia, driven by our ability to identify new market opportunities, create content and concepts, build brands, and grow reader and consumer communities across multiple platforms.

Aren't magazines dying?

Specialist Press shunned the world of traditional periodical publishing, of consumer purchased magazines years ago. The Newstrade distributed magazines are almost without exception in free fall decline across every category across the globe and have been for many years.

"If you don't like change, you'll like irrelevance even less" At Specialist Press we re-modeled our entire print publishing business to embrace an exciting, changing but very sustainable world of magazine publishing.

Let's look at the facts.

In a world that now has information instantly coming to us at a click of a button, consumer expectations have changed. Getting your magazine from the local newstrade is no longer a gentle stroll to the newsagent, it's an inconvenience. Plus Newstrade efficiencies are oft appalling, leaving Publishers invariably unable to deliver on promises and advertisers expectations through pressures of lower circulation.

But don't blame magazines...  It's all about content distribution.

Screens are not going to be replacing magazines for some time to come, until biologically our vison evolves from seeing based on reflective light, to adapted comfort levels staring at emitted light. There is no disputing that the best way to digest and consume your favorite information, is still in the form of a well constructed high quality magazine. To be able to relax and absorb the vibrancy, familiarity and 'joining' emotional attachment generated by quality magazines.

Let's look at three significant market insights dramatically disadvantaging Newstrade magazines. Not magazines, specifically Newstrade magazines.

• Free information on the Internet, amplifies an increasing resistance to pay ever more costly magazines
• Increasingly time poor population, amplifies the inconvenience of going to the newstrade when reality is "I want the magazine where I am".
• Increasing global awareness and online immediacy satisfying local individuality, amplifies a backlash toward fatigued, 'cookie-cutter' formula international magazines

"People love magazines. The value proposition still very much intact, it's just the currency that has changed. Readers have far greater expectations, they want the magazine to be where they are, and they certainly don't want to pay when they don't have to".

Specialist Press is leading the way for what used to be called street press, offering irresistable, high quality publications, Free. The difference is the quality. No low cost, cold set easily smudged newsprint paper. All publications are on high quality gloss paper stock.

Specialist Press is significantly raising the free press publishing bar, closely targeting interest groups, distributing the magazine to them, identifying and locating the readers in locations addressing the same areas of interest as the publications.

The publishing difference is astounding, and Specialist Press distribution efficiencies are sensational. The old distribution through newstrade repeatedly prompts publishers to ask themeselves the question "Will we sell a reasonable percentage this month?" By comparison, when you've got what people want, the critical and simple question Specialist Press asks is "Are there going to be enough copies for everyone?" With Specialist Press, advertisers enjoy the impact of the full and the actual distribution, not the wastage of the copies left unsold.

We also have a proven historic track record of working with national and international brands including some of the most recognisable names in the world.

Inside: Merge

Illustrations, comics, political satire, late nights and market stalls - is working at Merge magazine just your average 9-5 office job? This week, Adelaide Merge editor, Owen Lindsay took us through the pages of the Adelaide magazine, that is witnessing sizeable, rippling concentric circles of awe wash across the city, as it hurtles passed its first year in this format and humbly shuffled in with a recent entry for the Publishers Australia Awards.

How do you define your audience?
Merge readers don't just read the magazine, they are it. Many started as readers, and are now collaborating on issues, be it as creative writers, photographers, designers, or artists. Their involvement has been an overwhelmingly positive experience.

How can PRs better interact and serve your title?
We normally speak with the majority of Festival Centre, Exhibition, Gallery owners PR contacts weekly, in some cases daily. Merge lives for the opportunity to always be developing and delivering original ideas. So, it is always good to have PR folk to take time to talk to us to get a good understanding of the magazine and to talk with about how we might be able to acheive what they are hoping for in delivering their messages, rather than just blanket email us a standard press release.

Do you use Freelancers?
We do not use the moniker 'Freelancer'. We work very much as a collaborative across disciplines. Being 100% Australian owned, designed and written, Merge is heavily reliant on and respectful of the quality of our collaborating writers, photographers, artists and designers.

What is the publication's history?
Originally published in 2007, Merge has gone from a limited print run, 48 page recycled newsprint cold-set press publication to the current day as an impressive full-gloss, highly sought after and culturally change-making publication identifying and reflecting the current zietgeist, that is strategically expanding across our states.

What value do you aim to deliver to your audience?
Merge aims to constantly add substantial, meaningful value to the local Australian market. It achieves that by publishing exclusive, engaging local features and entertaining independent insights to local issues.

What do you think differentiates your title?
The magazine not only satisfies the needs and wants, it makes demands of its audience. We look at the industry on a whole, producing Australian content for a very specific interest audience. We are artistic and creative writers, writing for artistic and creative readers. Photographers are no longer just eccentric voyeurs, sitting in a dark room. Art is the new sport in Australia, whether as participant or as a viewer, and our 20-something year old readers, are really leading the charge!

Who is your publication's main competition and how do you think your publication compares?
While Merge has no direct competitor, in any city, there are many small websites that offer similar content. We are very aware of this and always strive to be ahead of the game. We have been developing a strategy to go beyond what we’ve done in the past year, growing and once again raising the bar for street press.

How would you describe your titles approach to its editorial?
Merge is visually rich, nourishingly humourous, is both conscientious and insightful.

What do you think has been your company’s biggest achievement?
I believe the calibre of the people that work within Specialist Press and those that are attracted to work with us is what makes Specialist Press. It's certainly our biggest achievement. Along with the quality of the products produced within all areas of the business.

Why is Merge a good publication to be the editor?
One minute you can be talking and writing about and sampling a fine Yum Cha foodfest, the next experiencing and working with some of the finest emerging artists, through to being recognised and asked to co-ordinate and be instrumental in a significant meeting with the council, for the City of Adelaide's 2010-2014 youth planning ... it ticks all boxes and provides all the essential food groups.