In my opinion, the rise of the ‘free-zine' - a quality publication distributed free of charge and paid for by advertising - combines into a single package the benefits of both media.
Free-zines neatly bridge the gap between the Internet generation's expectation of free, quality information while still harnessing the reading and advertising benefits of a well-produced print publication.
“We hear a lot about user-generated content from the ‘net generation'. It's very, very, very important. But premium content is still really valuable. Even the ‘net generation' values premium content. They're tired of watching videos of a dog running up a tree,” said Marcel Fenez, global leader for the Entertainment & Media Practice for PricewaterhouseCoopers [see Don't overlook print in multimedia development].
Fenez's opinion is backed up by the stats in PricewaterhouseCoopers' most recent forecast of media growth to 2012. Print advertising will grow to US$123.3 billion worldwide in 2012, while digital advertising will grow to US$13.4 billion. Although the growth rate for digital advertising is forecast at around 19%, the total digital advertising revenue in 2012 will represent only 10% of total newspaper advertising revenue.
As long as print media produces quality, targeted and relevant information, there will be a market for it - even more so if it's free to the reader. Essentially, free-zines offer the best from both models - an off-line mashup, if you will.
So what exactly is a free-zine and why is it an extremely valuable vehicle for advertisers today?
A free-zine is a publication that is distributed for free to the reader. It generates income from advertising, rather than a cover price. Examples of free distribution publications are community newspapers such as Tabletalk and the Atlantic Sun in Cape Town and magazines such as MyWeek and Get It.
Subject matter may be general news or around a specialised interest, such as music free-zines BPM Mag and Muse Magazine, [disclaimer: I am managing editor of these two titles] Generally, however, the subject matter centres on a specific community, whether geographical eg Cape Town's Atlantic Seaboard, special interest eg dance music DJs, the coffee shops people frequent or the shops they buy clothes from.
Because free-zines take this targeted approach and often build a dedicated community of followers, it is generally true to say that their value per reader for advertisers is far higher than that of a traditional paid for publication.
Free-zines find particular favour with the youth market and Internet generation, who are used to getting quality information for free, thanks to the web and mobile phone technology. They also are part of the “on-demand” generation - cynical of brands and corporate, looking for what they want, when they want it, in the format they want it. This applies especially to information and advertising messages. “When I want to hear what you have got to say to me, I will come to you, otherwise leave me alone!”
In addition, in tougher economic times, free-zines that provide quality content are fast replacing paid-for publications. People still want their news/gossip/entertainment information, but will look for it from a more cost effective source. Free-zines provide a complete package: an easy way to get informed and/or be entertained.
Finally, ultra-niche or community publications tap into a broader global trend that is seeing people retreat into their communities and homes, surrounding themselves with people with the same values and interests. Queen of trend forecasting Faith Popcorn calls this uber-cocooning.
Look at the rise in popularity of local produce, neighbourhood markets and the return to bartering for goods and services. This certainly applies to the current South African music scene, where fans of local music have grown exponentially in the 21st century. The term “local is lekker” has never been truer than right now!
3. What are some examples of SA free-zines?
