Guide to The Big Issue and Magazine Industry

Overview

• Relevant for EDUCAS A-level media studies exam, particularly for component two magazine section.
• The Big Issue Limited: A small, independent company, not part of a media conglomerate.
• Works with Dennis (publication company) on a not-for-profit basis.
• Aims to help people living on the streets and in poverty.
• Major difference is in distribution method via street vendors.

Distribution Model

• Magazines sold by vendors, most of whom are homeless.
• Vendors purchase magazines for £1.50 and sell them for £3.
• Provides a legal means of earning for the homeless.

Funding and Support

• Initial funding of £50,000 from the Body Shop.
• Diversified into other areas to support the homeless, including:
  • The Big Issue Foundation (1995): Offers training and support for the homeless.
  • Big Issue Invest (2005): Financial support for charities and small businesses.
  • Online Shop (2016): Merchandise sales help fund initiatives.

Advertising and Partnerships

• Attracts affluent readers, allowing lucrative advertising opportunities.
• Balances advertising between consumer products and charity/community support.

Celebrity Collaborations

• Involves celebrities in guest editing and cover features.
• Past collaborators include David Bowie, the Dalai Lama, Robert Downey Jr.
• Special edition covers by artists like Ben Ime.

Global Reach and Digital Distribution

• International editions in countries like Japan, Australia, and South Africa.
• Digital distribution through Zinio, catering to a global audience.
• Digital sales support the same causes as physical sales.

Sales and Adaptation

• Peak sales of 300,000 copies/week in early 2000s.
• Decline in sales led to a 2011 rebranding with political focus and celebrity columns.
• Recent sales increase, unlike many other magazines.

Conclusion

• The Big Issue is a unique magazine prioritizing community support over profit.
• The brand's appeal is reflected in its sales increase, contrasting with industry trends.
• Encourages engagement through additional media studies resources.