Ever wondered about the process behind a magazine start-up? We speak to the team behind the new Australian publication “Happenstance” about its creation and the future…
What is Happenstance Magazine, and why did you decide to start it?
Happenstance magazine started as a joke that Dittmar took seriously. No but really, we saw a niche in the market for an honest, home-grown, wank-free magazine, and wanted to give talented, hardworking people a way into what is typically a cutthroat industry. So many kids are running around picking up drycleaning or ordering coffees instead of fattening up their portfolios, because a lot of the time that’s the only kind of industry experience out there. We wanted to let people get a bit more hands-on. Plus, we just get a kick out of it.
Who is involved in Happenstance and is it a labour of love?
Ozlem, Dittmar and Aaron. Editor and two design fags. It has to be a labour of love, doesn’t it? Sometimes it’s a labour of fury, but there’s always love in it at the end (we hand number every issue before sending them out). Being an independent publication, we do everything ourselves. Design, editing, printing, stocking, deliveries… you name it, we do it. Although we’ve all had various levels of experience in magazines, a lot of it is learning along the way and figuring things out for ourselves.
How many issues have you made, has it gotten easier with each release?
We have just released issue 2. In some ways, it has become easier: we have a better idea of what we’re doing, and where we’re headed. But in some ways, it’s more difficult: we’re constantly trying to expand and grow the magazine into something bigger and better, and that’s always a challenge.
Do you have advertising in Happenstance, and or how do you pay for printing costs?
We do have print advertisements in the magazine as well as on the website, but we’re pretty strict about not spamming the reader. We are trying to create a really unique product for our readers, one they cherish for years to come. So we’d much rather fill the pages with fine content rather than a visual sales pitch. That said though, we’re open to advertising. It just has to be the right fit for the magazine.
What do you have lined up for future issues that people can look out for?
More cats. Always more cats. Plus, we’re holding onto the regular features that struck a chord with our readers, and fielding a greater variety of feature stories. Look out for personal stories of horrible holidays, a fashion shoot styled by our favourite visual artists, and lots more.
What is the Happenstance printed on?
Happenstance is printed on a matt 128gsm quality paper (you can find all our specs printed at the front of each issue). We really wanted to reflect the beauty of our content with a quality print job rather than just opting for a cheap newsprint (not that there aren’t some quality newsprint rags out there).
Do you have any favourite design/art magazines that you regularly check out?
Wooden Toy, Hustler. Question. Also anything by Marvel.
In this age dominated by the internet, how will you get people to buy a magazine when they can get most information for free online?
Offer them free booze. But seriously, we’d like to think people can’t get the sort of information we are providing on the internet. I mean our Bedroom Safari feature lets you peer into the sick world and bedrooms of aspiring artists. You can’t get that unless you are already friends with them on Facebook. Besides, there’s something so nice about picking up and flicking through a magazine: it’s a whole tangible experience that can’t be replicated on the web. Well, maybe with awesome virtual reality in the future, and we welcome that day wholeheartedly.
What advice would you give to other people hoping to create their own magazine?
COMPETE WITH US AND WATCH OUT FOR FRANKIE FOUR-FINGERS! Nah, just kidding, we love other magazines! Be patient, listen to your readers, and keep an open mind. And try to source funding as early on as possible.
here can we pick up a copy of Happenstance?
Magnation just opened up in Sydney. 155 King St Newtown. Go there give, them some support. Otherwise you can go to www.happenstancemagazine.com and check our stockists or even buy it online if you live in the woods.
Tags: Aaron, Dittmar, Happenstance Magazine, Ozlem
