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Parish magazine that makes a profit and turns away advertisers Parish magazine that makes a profit and turns away advertisers
(25 days later)
Today's extract from the second, updated edition of the book about local journalism What do we mean by local?* is by Andrew Vallance, secretary to the D Notice Committee, who also edits his local parish magazineToday's extract from the second, updated edition of the book about local journalism What do we mean by local?* is by Andrew Vallance, secretary to the D Notice Committee, who also edits his local parish magazine
Like many parish magazine editors, I have a full-time "day job". However, that doesn't prevent me from editing the magazine that serves the parish of Sunninghill and South Ascot, a job I've done (off and on) since shortly after my wife and I moved to Ascot in 2005.Like many parish magazine editors, I have a full-time "day job". However, that doesn't prevent me from editing the magazine that serves the parish of Sunninghill and South Ascot, a job I've done (off and on) since shortly after my wife and I moved to Ascot in 2005.
We publish ten issues a year, each running to 56 professionally printed A5 full-colour pages. Each one has a print run of just under 4,000 copies, and these are delivered free to homes and businesses throughout the parish by a team of some 70-80 volunteers.We publish ten issues a year, each running to 56 professionally printed A5 full-colour pages. Each one has a print run of just under 4,000 copies, and these are delivered free to homes and businesses throughout the parish by a team of some 70-80 volunteers.
The content is divided equally between editorial and advertising for local businesses. The magazine, which has always been run at a substantial profit, is aimed to appeal to the parish community at large, placing the two churches - St Michael and All Angels, Sunninghill and All Souls, South Ascot - at the heart of that community.The content is divided equally between editorial and advertising for local businesses. The magazine, which has always been run at a substantial profit, is aimed to appeal to the parish community at large, placing the two churches - St Michael and All Angels, Sunninghill and All Souls, South Ascot - at the heart of that community.
It is definitely not a church magazine per se, but one of its many strands is to be an outreach vehicle for the churches. The main product is hard copy, but soft-copy editions are accessible via the internet. PDF copies of each issue are published on the parish website and on the local Ascot Matters community website, which enables it potentially to reach a far wider audience.It is definitely not a church magazine per se, but one of its many strands is to be an outreach vehicle for the churches. The main product is hard copy, but soft-copy editions are accessible via the internet. PDF copies of each issue are published on the parish website and on the local Ascot Matters community website, which enables it potentially to reach a far wider audience.
It also helps people who have moved away from the parish to stay in touch and learn what's going on without burdening the parish with the cost and effort of postage.It also helps people who have moved away from the parish to stay in touch and learn what's going on without burdening the parish with the cost and effort of postage.
The magazine aims to appeal to the widest selection of readers, and – unsurprisingly – kicks off with a "from the editor" piece, generally on a subject with local resonance or moral significance drawing on issues in the recent news and making a noteworthy point.The magazine aims to appeal to the widest selection of readers, and – unsurprisingly – kicks off with a "from the editor" piece, generally on a subject with local resonance or moral significance drawing on issues in the recent news and making a noteworthy point.
This is followed by the "minister's message" (by the vicar or one of the priests – on a religious theme). There are always several pages of notices and a good number of feature articles. Specialist websites exist to provide material for these, but – after using them for a couple of years – we switched to entirely self-generated material.This is followed by the "minister's message" (by the vicar or one of the priests – on a religious theme). There are always several pages of notices and a good number of feature articles. Specialist websites exist to provide material for these, but – after using them for a couple of years – we switched to entirely self-generated material.
Advertising constitutes about half of each issueAdvertising constitutes about half of each issue
Current feature articles include the parish portrait, a this-is-your-life biography of a local celebrity, a photo-record of a wedding at one of the churches and various news articles by the local church schools, police, gardening society and parish council.Current feature articles include the parish portrait, a this-is-your-life biography of a local celebrity, a photo-record of a wedding at one of the churches and various news articles by the local church schools, police, gardening society and parish council.
Advertising constitutes about half of each issue and typically we have 80 advertisements. As the size of the magazine has increased over the years, so the resulting growth in advertising has helped to fuel the local economy.Advertising constitutes about half of each issue and typically we have 80 advertisements. As the size of the magazine has increased over the years, so the resulting growth in advertising has helped to fuel the local economy.
That has reinforced community cohesion, ensuring that skilled tradesmen are on tap whenever needed and fostering a sense of shared interest between businesses and customers. A minority see all this as blatant commercialisation, but the great majority recognise the value of the adverts.That has reinforced community cohesion, ensuring that skilled tradesmen are on tap whenever needed and fostering a sense of shared interest between businesses and customers. A minority see all this as blatant commercialisation, but the great majority recognise the value of the adverts.
The demand for advertising space is always greater than we can satisfy, partly because a certain cachet has become attached to advertising in the magazine.The demand for advertising space is always greater than we can satisfy, partly because a certain cachet has become attached to advertising in the magazine.
Advertising, our sole source of revenue, brings in well in excess of £30,000 per year, enough to pay for all magazine production costs and still leave a useful net profit.Advertising, our sole source of revenue, brings in well in excess of £30,000 per year, enough to pay for all magazine production costs and still leave a useful net profit.
Hence, the magazine has never been a financial burden on the parish and in recent difficult times has been a definite boon. It is run by an experienced, tight-knit team of five volunteers with a wide range of skills, and is not without its critics.Hence, the magazine has never been a financial burden on the parish and in recent difficult times has been a definite boon. It is run by an experienced, tight-knit team of five volunteers with a wide range of skills, and is not without its critics.
To some, the very idea of having a community magazine rather than a church magazine is just plain wrong; they believe it should concentrate on singing the Christian gospel from the rooftops.To some, the very idea of having a community magazine rather than a church magazine is just plain wrong; they believe it should concentrate on singing the Christian gospel from the rooftops.
An overt religious push might scare away the advertisersAn overt religious push might scare away the advertisers
Such an overt religious push would appeal only to an already convinced minority and probably scare away the advertisers on which the magazine's economics ultimately depend. Deciding on a parish magazine's "mission" is a fundamental issue that probably exercises every parish, and is one of the main challenges for a parish magazine editor.Such an overt religious push would appeal only to an already convinced minority and probably scare away the advertisers on which the magazine's economics ultimately depend. Deciding on a parish magazine's "mission" is a fundamental issue that probably exercises every parish, and is one of the main challenges for a parish magazine editor.
The best principle here is – I believe – moderation: steering a "steady as she goes course" that is supported by the majority but doesn't upset the critics too much.The best principle here is – I believe – moderation: steering a "steady as she goes course" that is supported by the majority but doesn't upset the critics too much.
Editors must always have an eye on how the product should evolve to meet future needs and wants, and parish magazines are no exception. In common with the mainstream press, it seems likely that web-based editions of the magazine will grow in relative importance, but we do not foresee a time when the hard copy product will cease to be the main vehicle.Editors must always have an eye on how the product should evolve to meet future needs and wants, and parish magazines are no exception. In common with the mainstream press, it seems likely that web-based editions of the magazine will grow in relative importance, but we do not foresee a time when the hard copy product will cease to be the main vehicle.
The main uncertainty is whether we can sustain a large enough team of volunteer deliverers, many of whom are elderly, and there will come a time when they will not wish to continue.The main uncertainty is whether we can sustain a large enough team of volunteer deliverers, many of whom are elderly, and there will come a time when they will not wish to continue.
However, the potential replacement pool is quite large and includes not only regular church-goers, but also people with a secular outlook who see the magazine as a strong vehicle for community cohesion.However, the potential replacement pool is quite large and includes not only regular church-goers, but also people with a secular outlook who see the magazine as a strong vehicle for community cohesion.
This underlines how important it is to ensure the magazine continues to serve the community as a whole, not merely church-goers.This underlines how important it is to ensure the magazine continues to serve the community as a whole, not merely church-goers.
"More of the same" may not seem a very exciting forecast, but it is almost certainly the most sensible way ahead, given that we have a winning formula and a largely conservative readership.

Tomorrow: Not an extract, but some final thoughts by one of the book's co-editors, John Mair		"More of the same" may not seem a very exciting forecast, but it is almost certainly the most sensible way ahead, given that we have a winning formula and a largely conservative readership.

Tomorrow: Not an extract, but some final thoughts by one of the book's co-editors, John Mair
*What do we mean by local? The rise, fall – and possible rise again – of local journalism is edited by John Mair, Richard Lance Keeble and Neil Fowler. To be published 1 September by Abramis at £19.95. Special offer to Guardian readers, £15, from richard@arimapublishing.co.uk*What do we mean by local? The rise, fall – and possible rise again – of local journalism is edited by John Mair, Richard Lance Keeble and Neil Fowler. To be published 1 September by Abramis at £19.95. Special offer to Guardian readers, £15, from richard@arimapublishing.co.uk
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