Why The Big Issue is bucking the publishing trend
Print magazines are struggling to capture large audiences and increase advertising spend, but that isn’t the case for The Big Issue, as Amy Hetherington explains to Mumbrella’s Zoe Samios.
Declining advertising spend and a reduction in print circulation have had a sizeable impact on publishers’ ability to survive in a modern digital landscape, but for not-for-profit title The Big Issue, its strong purpose and simple distribution model has helped it build audiences.
The publication, which began in Australia in 1996, has had more than 6,500 vendors working for it locally and sold more than 11m copies. For the vendors, that’s $26m in earnings which has arrived in their pockets.
With just over 18 months under her belt as The Big Issue’s editor, Amy Hetherington, whose experience spans form New Idea to Snapper Media, says the vendors, their communication with customers and the magazine’s distribution model are key to the success of the title.
I think it would be the wrong move for most print media to take inspiration from the big issue. Its a social institution first, and a (good) publication second.
If a print title adds to their social responsibility – fine, but if they try to be the Big Issue while also pleasing share holders – ick. Customers will see through that.