The Big Issue- industry revision

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 https://youtu.be/z4HCQuSIiA0

The big issue- industry

  • The Big issue ltd is an independent magazine company and is not part of a large conglomerate
  • They partner with Dennis Publishing to print the magazine
  • Not for profit basis, and any excess revenue goes to homeless people
  • Distribution- sold on street by vendors instead of in shops
  • Street vendors purchase copies of big issue for £1.50 each and sell for £3 each
  • Vendors can use this money to support themselves legally
  • When setting up the magazine they needed to secure external funding and secured a grant from The Body shop (£50,000)
  • Gordon Roddick (one of founders of big issue) married Anita Roddick (founder of body shop)
  • 1995 diversified into the big issue foundation- supports homeless directly (info, workshops etc)
  • 2005 started The Big issue invest- financial fund available for charities/small businesses 
  • 2016 online shop-  All revenue goes back into helping the needy
  • Many brands with similar ABC1 audiences choose to place adverts in the big issue print and online which increases its revenue
  • They place a lot of adverts for charities and support groups
  • The producers collaborate with celebrities for cover photos, interviews and even invite some to be guest editors for the issue. This draws pre-sold fans of those celebs in
  • The big issue worked so well in the UK that many international versions were created
  • Despite remaining a niche independant brand, it has become a globally recognised brand (unconventional)
  • They have branched into digital distribution too due to the general decline in print magazines and more people finding entertainment online
  • Work with Zinio for online distribution- let consumers choose to subscribe to one magazine instead of a 12 month pack for example (gives audience a taste test)
  • All these revenue is still used for homeless people
  • At height of their success in early 200's, they were selling 300,000 copies a week, but now magazine industry is in decline as online is more popular
  • By 2011, their sales were only 125,000 copies  a week so they re-branded to boost sales
  • They released lots of more political/socially aware stories and included more celebrity communists as well as increasing cover price
  • It did end up making sales higher again- big issue is an example of being one of the few magazines which have been able to increase sales over the past few years making it quite different to others

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