Mark Buchanan
Director of www.leadedmagazine.com.au , Leaded Magazine
Written by Morgan Hughes on 2008-10-22
What do you see happening in the next five years in the Publishing industry?
The industry has changed immensely. For years were told publications will become digital, and to a point this is happening, (online news for example). Technology is moving forward rapidly, however the general consumer is slow to adopt, which causes a real problem when publishing digital content. There are interesting technology to help this situation, E-paper comes to mind. At present though I’m finding 3 typical groups: those not online at all, those who have email but do not use the Web, and those who use email and the Web but dislike reading typical publications online. The first two will inevitably change, but the last will always be a sticking point. This combined with distribution issues will push us towards personal publishing (the consumer downloading a file or having customised printed content delivered). In my own market, I have opted to provide news and events content online and quality photography and articles in a bi-yearly book.
You mentioned distribution issues, what are the biggest challenges you and Leaded Magazine face as a member of the Brisbane media community?
Distribution seems to be the sticking point. Unfortunately independent and small niche publishers don’t get the shelf-space. Newsagencies are crowded with many publications and only the larger, more common, heavily marketed publications get seen. It’s all a bit tragic really, as there are hundreds of great niche publications available, which typically look and feel more professional and have much more interesting content. The power of investing large amounts of money in marketing and advertising campaigns is what counts when it comes to the crunch. I have, however, noticed a few very good free street publications that seem to have developed a good audience.
Considering those problems, what do you think are the most valuable skills that graduates can bring to the publishing industry?
It’s dependable on the size of the project; however anyone that is multi-skilled is very valuable and employable. A degree or similar is a nice starting point, however out in the industry a good skill set and experience to match is what counts. Again this depends on the type of publication but typically a good eye for photography or design and the ability to express views on paper can go a long way. Additionally a fresh approach and a genuine passion for their chosen industry bring everything to a whole new level, as with every other job. Being aware of new technologies and knowing how to use them has also become almost essential in this industry.
How would you rate the performance of Brisbane-based media organisations in comparison to other national and international media hubs?
Brisbane has always been considered the poor cousin with most things. Brisbane is growing fast though as many migrate to the better lifestyle. In saying this I think Brisbane businesses in general are in an unique position to see what has worked or failed in the other states and try more innovative ideas. Australia as a whole though seems to be behind the eight ball compared to Europe. And unfortunately they seem to follow American trends way too much, which I believe is eroding our culture causing Australians to rely on or look for “in your face” media (or "non-thinking’ media).
You mentioned before that you use to run Leaded print and still run Leaded online, from home. How has new media such as the Internet and mobile communications revolutionised your workplace?
Coming from a time before the Internet I can truly say immensely! I think we take for granted how much easier it has become to find people and information. It has come at a price though; although technology has made it easier, our lifestyle has become accelerated and it is expected to say, research a topic in a few days rather than a few weeks. I have work colleagues and clients that hyperventilate if their phone is not charged or on their person. Only 5 or 10 years ago if you wanted someone you waited for them to return to their office or leave a message. I think wireless Internet has been the biggest life changer, gone are the days of fighting for a desk with an access point: you check your email from your phone or laptop pretty well from anywhere.
Having worked both as an employee and freelancer, how much do you think freelancers contribute to the current Brisbane Media Industry?
I personally think freelancing is the way to go. Typically freelancers enjoy broader skill sets and experience. And as I mentioned, they have a passion for what they are doing. Freelancers will also have their own tools (Laptop, software suite etc.). At this point freelancers or contractors contribute greatly to the Brisbane Media Industries as Brisbane does not suffer too much from big businessed that typically have in-house talent. The larger businesses that are here though seem to be hiring local talent rather than, shall we say, ‘importing’ them from interstate. I think this is caused by Australia’s economical situation.
Considering the economical situation you mentioned, do you see freelancing as a growing trend in the future of Brisbane Media Industries?
A lot of freelancers contribute to all facets of the Media industries, I think. Although a lot of them do work on projects for big businesses and build a reputation from project to project. I think freelancing will continue to grow in Brisbane for a few years, but as more big businesses move north it may decline. I call this phenomenon “Corporate Communism”. Basically, big businesses squashes out niche industries forcing us to work in a single-skilled job under the guise of looking after the shareholder. Without this big inverted-commas “Stable job”, it becomes harder for the freelancer to gain the simpler things in life such as credit (e.g. home loans). And with our new shiny dual tax system (GST and income tax), it is harder still for the freelancer.