Smith Journal

Smith Journal
Volume 9
Editor Chris Harrigan
Former editors Nadia Saccardo
Categories Men, Culture, Art, Design, Photography, Style, Fashion,
Frequency Quarterly
Publisher Morrison Media
Total circulation 32,000[1]
Year founded 2011
Country Australia
Based in Melbourne
Language English
Website smithjournal.com.au

Smith Journal is a quarterly Australian magazine based in Melbourne, and founded in 2011. The publication focuses on history, photography, art, and design, but also features articles on architecture, fashion, science, DIY, adventure, and literature. Smith Journal is published by Frankie Press,[2] creators of popular Australian magazine frankie. The magazine is lauded for sharing the same "inquisitive nature, intelligent copy and compelling stories"[3] as frankie.

History and profile

Smith Journal was founded by frankie press editors-at-large Rick Bannister and Louise Bannister as a men’s magazine in the same vein as frankie. It was designed to attract readers interested in “real people doing real things, guys that are making stuff, creative thinkers, adventurers, whatever.”[3]

The magazine was initially planned to be published on a bi-annual schedule,[4] but adopted a quarterly publishing schedule following its positive reception.

Similar to frankie, the magazine is printed on premium matte paper stock, and marketed as a "bespoke"[5] title suitable as both a casual read and coffee table magazine.

Smith Journal is owned and published by niche publisher Morrison Media, parent owners of Frankie Press who also publish frankie magazine.[2] Morrison Media moved production of its titles to Melbourne in February 2014 when it closed its Queensland based offices.[6] Later that year, Morrison Media was acquired by Pacific Star Network in November 2014 for $10m AUD.[7]

Smith Journal's name is derived from the titles used for professional wordsmiths or blacksmiths; traditional artisans and craftsmen that embody the down-to-earth quality the magazine attempts to emulate.[8][3]

Content

The magazine's somewhat niche content and minimalistic approach to topics is a direct response to the salacious "lad mags" of the magazine industry such as FHM and Zoo Weekly. At the time of Smith Journal's launch, the men's magazine market largely consisted of populist focused titles with a very broad target audience such as Men's Health, or hobby-specific titles dedicated to a singular topic. Instead of attempting to engage as many readers as possible through glossy pages filled with current events topics, the editors of Smith Journal felt that there was a "gap in the market for guys who felt that their magazines hadn't grown or changed with them."[9] According to the founding editor Nadia Saccardo, the magazine was not created with an emphasis on a specific gender, but was instead focused on "unexpected, accessible storytelling coupled with great photography and illustration."[9]

Many of the articles focus on topics and individuals related to history, photography, art and design. Volume 25 profiles photographer Daniel George, whose portfolio consists of household items used for target practice; an article discussing the cultural re-evaluation of 1980s hair metal music; and an interview with former NASA scientist Robert Lang who now designs origami.[10] Previous issues have also included interviews with American musician Henry Rollins,[11] and professional safe-cracker Jeff Sitar,[12] an historical article on Soviet rocket architect Galina Balashova,[13] and Brazil's illegal hot air balloon subculture.[14]

A history article from Volume 25 exhibiting the magazine's use of space and minimalistic design.

The stylistic design of the magazine makes use of a large amount of white space and very minimalistic photographs and illustrations with text pairings. Many articles are presented on a stark white background, some without a headline or photo to accompany it. A number of photographs are presented on a two-page spread. All of the photographs adhere to a similar editing style which includes faded blacks to complement the matte paper they are printed on.

Issues will often include tear-out posters of illustrations or diagrams. For example, Volume 25 features an illustrated diagram of the 2018 lunar calendar, and Volume 18 included a twenty-sided icosahedron globe.[15]

These content and design choices are intentionally similar in style to frankie, another Frankie Press publication. Editor-at-Large Louise Bannister stated that "they're from the same family – lots of white space…but the treatment of pictures and text is a little different."[16] During its initial creation, Smith Journal was designed by frankie magazine's Creative Director, Lara Burke, with additional input from frankie's editor, Jo Walker and Senior Contributor, Benjamin Walker.[3] However, Bannister was quick to point out that despite the similarities, "Smith is its own thing."[16]

Launch

The first issue of Smith Journal was published in Australia on 5 September 2011. Frankie Press circulated 20,000 copies[4] of the first issue which contained 140 pages.[8]

When the magazine first launched in September 2011, it was during a period when a significantly large number of men's magazines were declining in sales and reader numbers. For example, FHM had posted a 20 percent drop from 2010 to 2011 to reach a record low of 40,000 circulated copies in Australia, and Zoo Weekly had dropped 18 percent to 83,000 circulated copies.[17] Other men's titles such as Alpha, Sport & Style, and Ralph all folded in the same span of time.[17]

In response to the decision to launch a new men's magazine when a large number of others were closing, then editorial director Louise Bannister suggested Smith Journal was not intended to appeal to a mass audience, but instead to a smaller group of people interested in "something they can't get on the internet."[17]

Readership

Smith Journal's readers are predominantly male, however, the magazine also holds a fairly sizable female reader base (70% male, 30% female).[18] The magazine's media kit states that 58% of its readers are between 25–44 years old, and that 70% are university educated or are currently studying.[18]

Former editor Nadia Saccardo described the magazine's reader as curious and open-minded and that the content was designed to attract readers "who feel like they have been ignored, or would not traditionally pick up magazines."[9] Editor-at-Large Rick Bannister elaborated on this statement by describing the magazine's average reader as someone who is creative and interested in reviving old traditions such as "brewing, or making furniture, or restoring bikes."[3]

Besides the quarterly issue, the magazine also features an online presence through its website smithjournal.com.au.[19] The website includes original articles and weekly blog posts not found in the magazine that cover a wider range of subjects and topics than the magazine usually focuses on. The website receives an average number of 19,900 unique visitors (six-month average), and 41,150+ average page views per month (media kit). Smith Journal also has an online shop where visitors can purchase individual copies (for domestic or international shipping), issues of the digital magazine, as well as past copies.[20]

An advertisement for wine from Volume 25

Staff

  • Editor Chris Harrigan, previously Nadia Saccardo
  • Assistant Editor Taz Liffman
  • Designer Anjana Jain
  • Digital Director Suzi Taylor
  • Writers Mel Campbell, Kane Daniel, Carl Dansk, Justin Heazlewood, Koren Helbig, Christopher Hollow, Bryce Howorth, Marina Kamenev, Leta Keens, Brodie Lancaster, Ben McLeay, Stephin Merritt, Andrew Mueller, Max Olijnyk, Kieran Pender, Patrick Pittman, Justin Quirk, Luke Ryan, James Shackell, Rory Taggart, Alex Warren
  • Photographers Alice Aedy, Nicolas Blandin, Jeremy Bowtell, Jean-Marc Caimi, Carlos Chavarria, Chris Crerar, Elsie El-asmar, Daniel George, Mick Hutson, Charlie Kinross, Misha Petrov
  • Illustrators Indigo O'Rourke, Timothy Rodgers, George Wylesol
  • Notable contributors: Dave Eggers, Elizabeth Gilbert, Tim Winton

Contributors

Smith Journal has had a number of notable writers contribute to the magazine's content. Pulitzer Prize-winning writer and editor Dave Eggers, author of popular novels A Hologram for the King and The Circle, contributed a personal narrative in the magazine's second issue.[9] Elizabeth Gilbert, author of Eat, Pray, Love, has contributed an opinion piece on science and adventure.[9] Australian writer Tim Winton had an article titled "10 Things I Believe" also published by the magazine.[9]

References

  1. ↑
  2. 1 2 "frankie press // frankie magazine // smith journal // Slow". www.frankiepress.com.au. Retrieved 2018-01-25.
  3. 1 2 3 4 5 "Meet Frankie's Men's Spinoff "Smith Journal" – Pedestrian TV". Pedestrian TV. 9 August 2011. Retrieved 2018-01-25.
  4. 1 2 "Frankie launches Smith Journal in a leap of faith – AdNews". Retrieved 2018-01-25.
  5. ↑ Sadokierski, Zoe. "Why The Saturday Paper's design breeds disappointment". The Conversation. Retrieved 2018-01-25.
  6. ↑ "Frankie Press co-founders depart as Morrison Media moves sales hub to Melbourne – Mumbrella". Mumbrella. 7 February 2014. Retrieved 2018-01-25.
  7. ↑ "Frankie publisher Morrison Media bought out in $10m deal – Mumbrella". Mumbrella. 12 November 2014. Retrieved 2018-01-25.
  8. 1 2 "Smith Journal: a smart new publication from Frankie Magazine". Scout. Retrieved 2018-01-30.
  9. 1 2 3 4 5 6 Watson, Meg (28 June 2014). "From Zoo to Smith Journal: Are men finally choosing brains over boobs?". The Sydney Morning Herald. Retrieved 2018-01-30.
  10. ↑ "Volume 25". 30 January 2018. Archived from the original on 30 January 2018. Retrieved 30 January 2018.
  11. ↑ "Volume 20". www.smithjournal.com.au. Retrieved 2018-01-30.
  12. ↑ "Volume Seventeen". www.smithjournal.com.au. Retrieved 2018-01-30.
  13. ↑ "Volume Nineteen". www.smithjournal.com.au. Retrieved 2018-01-30.
  14. ↑ "Volume Sixteen". www.smithjournal.com.au. Retrieved 2018-01-30.
  15. ↑ "Volume Eighteen". www.smithjournal.com.au. Retrieved 2018-01-30.
  16. 1 2 "Frankie's Men's Spin-Off, Smith Journal, Hits The Stands". Broadsheet. Retrieved 2018-01-30.
  17. 1 2 3 Lallo, Michael (14 August 2011). "Size doesn't matter. In a shrinking market, men's magazines try new models to stay on top". The Age. Retrieved 2018-01-25.
  18. 1 2 "Media Kit". smithjournal.com.au. Retrieved 2018-01-30.
  19. ↑ "Australian Magazine in Blog Form | Smith Journal". smithjournal.com.au. Retrieved 2018-01-25.
  20. ↑ "buy frankie magazine & Smith Journal magazine | frankie press". www.frankiepress.com.au. Retrieved 2018-01-25.
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