An alternative Institutional structure

Ohcomely claims to be an “arms-wide-open mag – inclusive, down-to-earth, and heart-led” that is published bi-monthly made in London.

Forms of distribution

• Main stream News agents and stores Sainsburys, Waitrose and WH Smiths. They also place their magazines in samll cafes, indie shops and museums
• They use a online newstand picsandink
• A six month (£14) subscription delivered to the customer.

Oh is published by Pirates Ahoy, a subsidiary of Iceberg Press. This means there is no vertical integration and both iceberg and oh are ran by multiple people removing an over powering head and are no part of a large conglomerate

Audience

“All of our parents (except mine) and all of our little cousins. The distributors seem to think our readers are in their 20s or 30s, mainly female and quite creative. That’s true, on the whole, but I think it’s turned out a lot more varied than that, which was a pleasant surprise.”

Says the Founder of OH Des Tan

Oh claims to have a wide r

• Social Media Reach: 100,000
• Readers Per Issue: 25,000
• Average Age of reader: 27
• Sold through independents, WHSmith and international outlets

History

OH has published quarterly since 2008. It was as a print publication distributed to people at events like Novell BrainShare and Micro Focus Universe. Oh created their website in 2014 to bring the articles published in the print magazine to a wider audience. In 2020 the website is used as the principal point for publishing content.

• Oh used to be known as Oh Comely
• Oh is part of a development lifestyle/environmental movements of the early 21st century which re-brand consumerism as an ethical movement
• Representation of femininity reflects on the feminist movement which celebrates authenticity and empowerment
• Oh allows people to try new things, it’s relatable and not about ‘celebrity gossip’
• About 25,000 people read it, average age of readers are 27
• This creates an identity for the brand as they are doing something different and showing how women can have different representations and aren’t just objects
• Oh can have control over the feminism market as they know how to manufacture consent and they portray what the community wants, shows something different
• The Oh magazine is published by Iceberg Press which is an independent media company, this means they will fend for themselves and don’t need other companies to help them with publishing, they wan to stand alone
• Also shows how developments in new technology mean small companies can also use the internet to communicate and target audiences
• Iceberg’s branding includes a commitment to print over other media forms, new strategies are presented for institutional development and creative working practice, as well as suggesting ways that will keep print popular and relevant to date
• The main representations implied by the magazine include gender, primarily femininity but can also be understood in how this affects the representation of men.
• Focuses on creativity and quirkiness
• Focus is on women as artists, entrepreneurs, athletes and female empowerment is a major theme
• Absence of men as a part of the representation of masculinity in Oh, shows how women don’t need men and they can stand alone
• Theories of representation including Hall, Hall is a cultural theorist and political activist
• Oh Comely constructs a lifestyle through its focus on culture and the environment, this analysis would offer the opportunity to question some of the messages and values constructed by the magazine
• Feminist theories which includes Bell Hooks (a feminist theory) and Van Zoonen (feminism and patriarchy theory)
• Zoonen believes the media portray images of stereotypical women and this behaviour reinforces societal views. The media does this as they believe it reflects dominant social values and male producers are influenced by this
• Theories of gender performativity which includes Butler who is an American philosopher and gender theorist

• Previously ‘Oh Comely’
• Part of a development in lifestyle/environmental movements of 21st century = re brand consumerism as an ethical movement
• A representation of femininity = feminist movement, celebrates authenticity and empowerment
• An independent magazine by Iceberg Press, a small London publisher (in contrast to men’s health)
• Alternative Institutional structure
• So this is a case study of Iceberg as an independent media company
• New technology means that small companies can use the internet to communicate/target audiences
• It presents new strategies for institutional development and creative working practice
• Iceberg suggests ways for keeping print popular and relevant as it commits to print over other media forms
• Representations of gender mostly femininity but can affect the representation of men
• Comparison with Men’s Health
• Oh – representation of femininity with its focus on creativity and quirkiness
• Focus of women as artists, entrepreneurs, athletes, musicians etc
• Female empowerment = major theme
• The absence of men as part of the representation of masculinity
• Social groups – lifestyle through focus on culture and environment
• Theorists – bell hooks and Van Zoonen

OH – Previously known as OH Comely, is an independent magazine published by the small company Iceberg Press

• OH is part of the development in lifestyle and environmental movements of the early 21st century
• Oh is an independent magazine differing from mens health
• Its representation of femininity reflects an aspect of the feminist movement which celebrates authenticity and empowerment
• The first issue was published in 2010
• A mindfulness magazine with a fresh perspective
• The creators of Oh magazine identify themselves as being an arms-wide-open mag – inclusive, down-to-earth, and heart-led.
• Oh Comely publishes craft, DIY, creative non-fiction, photography and illustration, as well as reader submissions. 

Oh ~ previously Oh Comely

Focuses on environment and lifestyle rather than celeb gossip.

Its representation of femininity reflects an aspect of the feminist movement which celebrates authenticity and empowerment

INSTITUTION

OH Comely was first published in 2010 and sold, after being sold it became more like normal women magazines.

Reach of 100,000 people.

In contrast to Men’s Health magazine, Oh Comely is an independent magazine published by Iceberg Press, a small London publisher which publishes only one other title. It is a bi-monthly British magazine published by Pirates Ahoy! (a conglomerate of Iceberg.

• So this is a case study of Iceberg as an independent media company.
• Presenting new strategies for institutional development and creative working practice. As well as suggesting ways for keeping print popular and relevant – Iceberg’s branding includes a commitment to print over other media forms.

REPRESENTATIONS

The magazine is to do with gender, primarily femininity but can also be understood in how this affects the representation of men. As such, a comparison with Men’s Health is really pertinent. As:Oh Comely constructs a representation of femininity with its focus on creativity and quirkiness.

The focus is on women as artists, entrepreneurs, athletes and musicians and female empowerment is a major theme.

The absence of men as part of the representation of masculinity in Oh Comely magazine.

Representation of social groups: Oh Comely constructs a lifestyle through its focus on culture and the environment. This analysis would offer the opportunity to question some of the messages and values constructed by the magazine.

Theories of representation including Hall

Feminist theories including bell hooks and Van Zoonen

Theories of gender performativity including Butler

Previously known as ‘oh comely’ – Oh is a women’s magazine covering food, recipes, film, fashion, music, art and culture.

key stats/facts

• Social Media Reach: 100,000
• Readers Per Issue: 25,000
• Average Age of reader: 27
• Sold through independents, WHSmith and international outlets

The Independent identified Oh Comely as part of a change in magazine publishing led by younger editors launching print titles for a generation of readers raised on digital media.

Ownership

Oh magazine is a bi-monthly (twice a month) British magazine published by Pirates Ahoy! a subsidiary of Iceberg Press, publisher of The Simple Things magazine.

Iceberg press brought oh comely from Adeline media in 2016.

Iceberg press

• only make two of their own magazines – oh and the simple things.
• they have a separate website (www.picsandink.com) to sell smaller independent magazines
• an independent publishing company
• founded in 2014 by three friends working for a bigger publishing company who quit to start up their own

representation

• focus’s more on women’s well-being rather than celebrity gossip and inspires creativity which makes it different and stand out compared to the typical women’s magazine
• published by younger publishers helps engage with younger target audiences audiences

The first issue of Oh (previously known as oh commonly) was published in 2010 by an independent comapny called sdeline media, Iceberg Press purchased Oh Comely from Adeline Media in 2016.

OH Comely focuses on representation of femininity with its focus on creativity and quirkiness, women as artists, entrepreneurs, athletes and musicians and female empowerment is a major theme.

After the sale to iceberg press oh comely was changed to oh and became a lot more mainstream than the previous look of the magazine. this may be to keep the magazine popular and relevant.

‘Oh Comely’ is part of a development in lifestyle and environmental movements of the early twenty first century which re-brand consumerism as an ethical movement.

Is a contrast to Men’s Health magazine

Independent magazine published by Iceberg Press

New technology mean that small companies can also use the internet to communicate and target audiences.

Oh is trying to keeping print popular and relevant.

The key areas of representation suggested by the magazine are to do with gender, primarily femininity

Used to understood in how this affects the representation of men

Oh magazine constructs a representation of femininity with its focus on creativity and quirkiness.

The focus is on women as artists, entrepreneurs, athletes and musicians and female empowerment is a major theme. There is an absence of men in the magazine.

Stuart Hall can be used for representation as a key theorist.

Bell Hooks- feminist who believes that race, class, and sex is involved. Feminism is wanting females to be equal to men however in the 1980’s not all men were considered to be equal.

“The first issue of Oh Comely was published in 2010 and co-edited by Des Tan and Liz Bennett, with Rosanna Durham and Dani Lurie as art and music editors. Collectively the four worked as Adeline Media. Oh Comely publishes craft, DIY, creative non-fiction, photography and illustration, as well as reader submissions. In 2014, The Independent identified Oh Comely, alongside Delayed Gratification and Apartamento, as part of a change in magazine publishing led by younger editors launching print titles for a generation of readers raised on digital media. Iceberg Press announced their purchase of Oh Comely from Adeline Media in 2016.”

– https://en.everybodywiki.com/Oh_Comely_(magazine)

Oh is about new ways of looking inside ourselves and out at the world – http://ohcomely.co.uk/magazine

• bi monthly publishing
• Made in London
• Set up by 3 people who previously worked in big media industries

Iceberg press

• Iceberg press produces oh comely and the simple things magazines

“It’s all about the audience.

Chase the work, not the money.

Compromise isn’t our friend.

We will always make time for ideas.

We are stronger when we work with others.

We want good people to work in a good place.

Every year we will help a cause that matters.

We believe in a thing called Print.“

-http://www.icebergpress.co.uk/about-us

Lisa Sykes:

-Editorial

-Used to edit national news stand magazines

-Moved on to work at the Sunday times before working for country living magazine

-Lisa then spent further stints at Hearst Magazines UK, working as Deputy Editor of Coast Magazine, as a senior editor on Good Housekeeping, and as Editor of Prima, one of the largest circulating women’s titles in the UK. 

-She joined The Simple Things as Editor in November 2013

David Parker:

-David Parker is a highly successful publisher with a track record of growing brands and working every avenue and margin in the business. He published three of the largest magazine brands in the UK: Country Living, Prima and House Beautiful, alongside AllAboutYou.com, a website with over one million unique users every month.

When considering media institutions we should look at some key media language firstly conglomerates are powerful influential groups that own various businesses examples of this is Walmart in America and State Grid in China. Vertical integration is when a production company owns the means of production, distribution, and exhibition of their film and are of the same company, because of this they will receive all of the profit a good example of this would be a solar power company that produces photovoltaic products and also manufactures the cells used to create those products. Horizontal integration is when the business has the same chain of production and command. An example of this would be Pixar as it operated in the same animation space as Disney, but its digitally animated movies using technology as an innovative vision.

When looking at Men’s Health and consider the idea of Institutions we should think about who owns Men’s health, what is the conglomerate Hearst, before exploring Hearst we should consider what is a conglomerate? Conglomerates are powerful influential groups that own various businesses and Hearst is the largest men’s magazine brand in the world with 35 editions in 59 different countries. It also has a digital magazine which ranges from “Harper’s Bazaar” what is about woman’s fashion to “Runners World” an “essential guide to anyone who runs”. Men’s Health dominates an ideology of the negative stereotype of how men should be strong and independent, which in a sense they are not negative qualities, but men should also be allowed to have the qualities that women are stereotyped for, like being kind and nurturing, being able to be “feminine” and when relating back to stereotypes, the stereotype of women being kind and nurturing is called a positive stereotype. By Men’s health pursing this ideology it narrows the way that men can publicly be portrayed and creates a stereotype which is limiting, and from this when men stray from this stereotypical man ideology they can be seen “abnormal” in the sense they are straying away from the norm and this isn’t great as men can feel like they are un-masculine or “weird” from wanting to do something that isn’t socially conventional, However, the idea of Men’s health is to portray men of different ages, mainly middle-aged or younger, at peak psychical performance as an idea of what men should strive to look like and idolize but with their negative ideology can have negative effects on men and how they perceive themselves and how they should be. Other theorists that relate to this point is Mulvey as he suggests that gender is fixed and is created through institutions like Hearst’s, men’s health who creates and fixates on the stereotypical fixed idea of how men should be perceived ie Strong, built, and large whereas Butler believes that gender is fluid and so it is fixed and like fluid is ever-changing and in motion, adapting and evolving

Oh, the magazine is formerly known as “Oh comely” is published by “Pirates Ahoy’ what is owned by “Iceberg press’ who also own “the simple things” and their magazine “celebrate slowing down, enjoying what you have and making the most of where you live.” Oh describes themselves as a “magazine that explores lifestyle and environmental movements of the early twenty-first century which rebrand consumerism as an ethical movement. Its representation of femininity reflects an aspect of the feminist movement which celebrates authenticity and empowerment” So let’s break this down. What they mean by this is firstly a “magazine that explores lifestyle and environmental movements of the early twenty first century which re-brand consumerism as an ethical movement”, they are trying to differentiate themselves from the consumerist, Gossipy, negative magazine’s that focus on scandals, sex, Secrets and these 3 S’s grab the “trash Gossipy culture” that are designed to grab our interest and intrigue, for example cosmopolitan magazine has these three S’s and is designed bold and bright with a vary of bold simplistic colours to grab our attention and reel us in with one of the three S’s with the help of a “pretty poster girl” celebrity to grab our interest even more, we Can relay this to Katz and Blumer uses and gratification theory, what is an approach to understanding why and how people actively seek out specific media to satisfy specific needs and for example Oh is used to satisfy feminist ideals with their woman empowerment or a way to enjoy and appreciate life as much as possible. Secondly when breaking it down again is says “Its representation of femininity reflects an aspect of the feminist movement which celebrates authenticity and empowerment” as once again they are trying to stray away from the negative idealistic ideas of showing unrealistic woman body types and focus their good bodies to attract readers to be “perfect” like them but instead showing the beauty and power of the girls themselves cropping out their bodies. (like below) By doing this they enforce the ides of empowerment through beauty without sexualised or idolised bodies which could cause negatives ideas which could be unrealistic for most to achieve so by Oh demonstrating a more positive empowering view of women as it helps break down the objectification and sexualisation of woman.