Institutional Factors and Marketing
First published in
1991 The Big Issue has gone from strength to strength
to become the world’s most widely circulated street newspaper. It
officially belongs to the hybrid genre of entertainment and
social business and as such, runs regular reviews on films, book releases,
theatre, music and art but no television listings – the entertainment aspect
attracts advertising revenue while the editorial
content is often critical of big business, banking and commerce and
champions the political cause and role of the individual within society. David
v Goliath narratives are common as downtrodden groups and disparate individuals
fight corporate giants but the magazine has come under some criticism for its
‘flashy style’ as a street newspaper and as being overly commercial.
When John
Bird and Gordon Roddick founded the magazine their aim was to offer homeless
people, or people at risk of homelessness the opportunity to earn a legitimate
income by selling the magazine – the cost of the magazine is £2-50 with £1-25
going to the trader. This was the primary objective of the magazine as an independent
publication to offer a public service and to try and improve a social
problem which they saw as endemic – John Bird MBE remains the Editor-in-Chief
and still writes a regular column at the back of the magazine. Recently
(January 2013) he appeared on BBC1’s discussion panel show Question
Time surprising some viewers with his admission that he is a ‘working
class Tory’. Other writers in the magazine Bird works with include professional
journalists and new and established writers.
Bird’s own
background was pivotal to launching The Big Issue – he
was homeless at the age of 5, residing in an orphanage between 7 and 10 and had
a spell in prison as a teenager. After leaving prison he slept rough on the
streets of London before returning to prison in his late 20s. Four years after
founding the magazine in 1995 he launched The Big Issue Foundation,
a registered charity to further help the homeless. The Foundation provides
magazine vendors with information, advice, guidance and support on a range of
issues.
As an
independent publication (published by The Big Issue Company Ltd.)
it needed, and received £25,000 start up capital, donated by The
Body Shop (the founder of the Body Shop, Anita Roddick was the
wife of co Big Issue founder Gordon Roddick). At its
peak The Big Issue sold 300,000 copies in 2001 but as
sales declined over the decade (along with the circulation of
all print media) it re-launched with a new look and new columnists including
controversial Premier League footballer Joey Barton. Weekly circulation (every
Monday) has improved to around 58,000 and presently there are 6000 registered
sellers all over the UK with acknowledgement that there are also rogue traders
(without large red jackets and clear id badges) who have ‘acquired’ copies of
the magazine illegally. Most of the vendors conform to the male (85%)
homeless stereotype, are 18-46 with broken relationships and
subsequent problems given and the major reason for their homelessness
Audience Appeals
Undoubtedly there is an element of emotional fulfilment in
buying a copy of The Big Issue – this feel good factor
associated with charity giving has to be identified as one of the key appeals
of the magazine. In making a purchase you may feel better ideologically knowing
you are helping rough sleepers and the homeless. This is why ‘carers’ using
psychographic research are targeted by the magazine. Using a different model of
audience, the Uses and Gratifications model Surveillance very
much applies as one of audience pleasures gained from reading the magazine.
Information is available on socio political issues but also the entertainment
aspect in that you can read about a current issue but then indulge in reviews
and analysis of culture.
The target audience of The Big Issue also
enjoy the fact that it speaks to them, in terms of modes of address ‘in
their own language’ using an elaborated language code assuming
a level of intelligence and cultural capital. This balanced
approach cloaks up to a point any encoded ideology and
massages carefully the readers’ understanding of key issues. Articles and
stories assume some prior knowledge e.g. in the edition October 8th 2012 a
piece on the American Presidential Debate required some knowledge of the
American constitution and political history. Shared ideological beliefs is also
a key appeal for the audience as notions of personal relationships apply – in
the same edition an ironic advert for ‘Dick Sapphire’ lectures on how to make
money targets the audience’s left wing, liberal leanings as they are aware the
lectures are written and performed by comedian Rory Bremner, known for his
strong political opinions on issues ranging from Health Care to Education and Politics.
These are all areas audiences would expect The Big Issue to
cover.
The reader is made to feel
‘independent’ by the reactionary, sometimes controversial approach the magazine
has, against dominant mainstream culture. Even the adverts do not
follow mainstream conventions with copy including National Book Tokens, ‘Let’s
Trek for Children’ and Safer Medicines. There is an
element of the alternative here with the caring, liberal audience appreciating
the lack of adverts for high street brands whose primary objective is
commercial gain. Along with this, even the celebrities found within the
magazine are associated with more realist human interest stories while at the
same time remaining aspirational as figures the target
audience can identify with and relate to. The central story, “What’s your
Revolution?” is a rhetorical question challenging the target
audience making clear linking to the Communist Russian Revolution – this is an
attempt by the magazine to return to left wing political values.
• The
connotations of the Russian Revolution are evidenced by intertextual reference
to Constructivist art which references the cultural capital of
an ABC1 demographic – the fist, stars and design are common to this art
movement.
“Time to make a change” has a double meaning by
referencing a need for political change but also by referring directly to new
writers – Alex Salmond as leader of the SNP has obvious
• credentials
to write for a politically motivated magazine, Bob Crow is the reactionary,
left wing General Secretary of the RMT known for bringing railway workers out
on strike while the Archbishop of York is an outspoken block cleric on issues
of multiculturalism and homosexuality. The controversial Premier League
footballer Joey Barton is included as a controversial figure who has been
subject to considerable criticism and media speculation.
• Dame
Stephanie Shirley is the only female writer on the front cover which anchors
the male dominated narratives and viewpoints contained within the magazine –
Dame ‘Steve’ Shirley (adopting the name Steve to help her in the male dominated
business world) is a businesswoman and philanthropist whose work has focussed
on creating work opportunities for women with dependents.
Genre
• As
a hybrid magazine of
entertainment and social business key entertainment conventions include reviews on
television, film, book releases, theatre, music, the arts (see some display
adverts). As identified before these entertainment aspects draw in advertising
revenue as this is one of the key appeals of the magazine (see above). Front
covers are nearly always entertainment based with frequent use of celebrity to
anchor a narrative –
see front page deconstruction below. The Big Issue remains an unusual hybrid as entertainment
magazines are rarely hybridised with social business and as such this positions
the magazine as having a USP.
• In
terms of social business, the magazine runs so called ‘serious stories’ –
social issues e.g. AIDS in Africa, Wikileaks, liberal politics, ‘David and
Goliath’ stories which commonly focus on individuals and their struggle against
corporations in classic binary
opposition. Definitions of social business are businesses that are
associated with working for the benefit of the people e.g. Charities,
Education, Healthcare, Housing…This is clearly identifiable as a key convention
of The Big Issue as
it places this as an ideological imperative. Businesses foregrounded often
associated with a more caring approach include Virgin, Innocent
Smoothie, Co-op Bank, Organic Milk, National Book Tokens, Skillset and the University of the Arts. Critical of
big business, banking and commerce the articles are often anti-government,
state control and use of power. Despite the unusual hybrid The Big Issue retains some of its
generic features including regular articles at the back of the magazine by John
Bird and a guarantee of a ‘big splash’, colour cover that is challenging and
provoking.
Representation
• Pluralistic representations
reflect the fact that the magazine is independent – it offers a diverse range
of representations but a key focus on minority groups e.g. the homeless which
positions it as a media text that like The Guardian,
foregrounds narratives about minority groups. Connotations of
being politically liberal and socially aware and against mainstream
representations are written into the magazine despite the prior admission as
identified earlier of John Bird’s Conservative political sympathies. The
Big Issue wants however to be seem as the antithesis of
right wing political ideology and this is evident from front covers
and content analysis.
In relation to gender the magazine has a male
dominated narrative despite the alleged 59% readership (according
to The Big Issue). I personally rarely see the magazine
purchased by female consumers and the content seems to stereotypically target
‘male issues’. This is a problem for The Big Issue as
it wants to appeal to both genders. The magazine is sold not
• exclusively
but commonly by male vendors and homelessness in terms of statistics is a ‘male
problem’. As difficult as these statistics are to interpret there are many,
many more homeless males in the UK than female and as a result ABC1, educated
male consumers are more likely to be aware of this.
• Representations
of Age is interesting - The Big Issue allegedly has a
younger target audience according to the magazine’s own demographic analysis
but many articles suggest a need for cultural capital associated with an older
demographic e.g. one article on William Shatner as James T Kirk would present
‘problems’ for a younger reader. In this regard however statistics indicate
that homeless people in the UK are more under 45 than over 45 with a
significant percentage under 35. Representation of art and culture are
preferred to mainstream entertainment which again would stereotypically attract
an older audience with a positive focus on representations of working class
culture despite the middle class readership.
• Compared
to any genre of magazine The Big Issue has low
production values but compared to most other so called Street
Magazines has higher production values. Again, as with most magazines The
Big Issue is sustained by advertising revenue and
by The Big Issue Foundation and supported by www.bigissue.com. The cover is often
flamboyant, revealing a high level of cultural and political awareness (see
above covers which use intertextual links to an Alfred
Hitchcock film to link to budget cuts and debate on the power of
television) but also understanding the cover is the main point of sale. The
Big Issue is sold (points of distribution) in city
centres, built up urban areas, train stations and shopping centres with the
bulk in London where there is a high percentage of Romanian vendors. The
magazine, although dealing with national issues is up to a point globally
published being available in Australia, Japan, South Africa, South
Korea, Namibia, Kenya, Taiwan and Malawi where content is bespoke to country
and culture.
