Bones Magazine came to my attention a few month ago via a mutual friend of mine and Bones' Omar - I recently checked it out and, aside from being a great, innovative product, it's format and promotion are more than relevant to my research for this project.
Each issue comes in 3 Parts; A PDF magazine that you can read it online or print, 'depending on your carbon footprint', a 30 minute audio podcast and a 5 minute video podcast. You subscribe to it via the iTunes store and, obviously, automatically recieve it every time there's an issue out.
Their website says:
Bones is like a analogue magazine with a dvd on the front.
We also send people who subscribe to us special things that you cant get otherwise. Subscription is free and super easy. Its so you cant get Bones without even having to remember it.
I love this format - Enlighten me, but I don't think there are many (any?) popular culture magazines using only format?
The arrival of new issues are promoted via the blogosphere, with Bones own blog (there appear to be two) and their makers blogs, for example here. They also get props from other bloggers, for example here.
They have quirky viral ad campaigns to promote the magazine, which they circulate via Youtube embeds. Here's one:
When you Google Bones magazine, top results are their Flickr account, and their subscription to Podbean.
Incidentally their website is lower down in the search results than their blog or Flickr. Their website contains links to all of the issues, which you can also view online, and contributors briefs for the coming issue.
Yes, they do have a Myspace. But it isn't a patch on the rest of their web content.
I like this concept so much I'd dearly like to pinch it for the future of THINGS - however, I'd probably feel quite guilty and don't have their video or audio output yet. Distributing THINGS via a text podcast is too good a method to resist, though, and I'll be considering this for future issues. It has been so difficult to get advertising that we've barely covered costs - this would eliminate costs and mean we could make some money. It would also mean that THINGS wouldn't really need advertising, would have no need to compromise content due to advertising, and would only need to promote potential advertisers we particularly respect. I'd see this as sharpening the product, as well as meaning we can operate with more integrity.
Bones magazine is regarded as highly credible by its target audience, and uses a format that keeps things fresh. Its promotion via the internet means it has a very organic feel to it - certainly something to aspire to for THINGS.
