Comments on: VII Magazine – Photojournalism Transitions From Supplier To Publisher

By: VII, The Magazine | abitpixel

VII, The Magazine | abitpixel — Thu, 23 Sep 2010 23:54:51 +0000

[...] pesos pesados do fotojornalismo, como James Nachtwey ou Antonin Kratochvil. Em complemento, uma entrevista interessante com Scott Thode, mentor da VII Magazine, sobre as perspectivas do fotojornalismo, das agências de [...]

By: The future of publishing, where do we stand? | David Harry Stewart Blog

The future of publishing, where do we stand? | David Harry Stewart Blog — Thu, 22 Jul 2010 21:09:08 +0000

[...] to me. There are two very interesting and related items I have come across recently. The first is Rob’s excellent post in aPhotoEditor about the agency VII publishing its own magazine. There is a lengthy video interview with Stephen [...]

By: Gerald

Gerald — Mon, 19 Jul 2010 17:12:48 +0000

Hi Guys,
@Jasmine, I couldn’t put everything in the interview, it would have been too long, but Mayes and VII photographers seem to know the limitations of their brand. The great potential of their photographs also keep them away from more “traditional” corporate job and they’re very aware of that.

@David, the model doesn’t ignore the audience, actually, the mag is just a part of a wider distribution strategy and I don’t think they’re looking at it like THE solution but more like an additional feature. Plus if you wanna reach a large audience today, you don’t need to have a very large print publication as long as what you use social networks in your marketing plan.

By: Jasmine DeFoore

Jasmine DeFoore — Mon, 19 Jul 2010 16:09:19 +0000

I know VII wants to dictate what stories the photographers cover and how they are shown, but they also have an opportunity to sell their magazine as a content solution to corporate clients. Much like custom publishing companies have been doing in the print realm for years.

As a portfolio piece, this is quite impressive and I can imagine corporate marketing types getting excited about having a turnkey online magazine on their site of this caliber. Sure there are companies providing multimedia products to corporate clients, but they don’t have the reputation of VII nor the roster of photographers. VII as a brand is something that only VII has.

Does that mean that VII would have to start shooting photo essays on the making of American cheese slices for corporate client Kraft? I would hope not. Hopefully corporate clients would see the potential in bringing compelling photojournalism to their customers.

By: David

David — Sat, 17 Jul 2010 18:48:26 +0000

@Michael Fox, good point. Mayes is arguing against a general interest package, in favor of a specialized magazine such as that which VII has created. He says this is beneficial to advertisers since there is a dedicated niche of viewers. But it is not beneficial to the photographer interested in making change, since this model ignores a need for wide viewership.

By: Michael Fox

Michael Fox — Fri, 16 Jul 2010 21:42:43 +0000

Nice site. But – who is going to see this “magazine?”

I have always aimed to make a difference with the work I produce but, in order for it to make that difference, it must be seen by those who are in a position to drive change (either through a simple donation, or at a more strategic level). How will such people be motivated to visit this site?

By: Gordon Moat

Gordon Moat — Fri, 16 Jul 2010 07:45:33 +0000

Reminds me a little of the idea behind LIFE magazine. I suppose there are enough photo enthusiasts in the world that they would want to get VII magazine in some form. Beyond that it would seem that they are trying to become another news magazine, though success there depends upon approach.

Definitely we need to define ourselves and our work as a brand. This is to ensure longer term sustainable success, but also to build integrity. I don’t know that monetizing integrity is the answer, but created a trusted brand is something that can work for those of us who are vastly less famous.

By: A Photo Editor – VII Magazine – Photojournalism Transitions From Supplier To Publisher | The Click

Thu, 15 Jul 2010 16:22:09 +0000

[...] A Photo Editor – VII Magazine – Photojournalism Transitions From Supplier To Publisher This entry was posted in Interviews. Bookmark the permalink. ← MJR Weekly Collection [...]

By: bruce

bruce — Thu, 15 Jul 2010 03:22:27 +0000

selling the integrity of the journalist and moving away from licensing of rights ???

1 : Any photographer with integrity will agree that the scope of usage should be the basis for price.

2: We live in a time when people want to pay the least amount possible for photography, and they don’t care who took the picture if it fulfills their need.

EXCELLENT WORK ON THE VIDEO STORIES ! Very interesting views from perspectives not covered by mass media…

By: Harry

Harry — Wed, 14 Jul 2010 20:53:57 +0000

I’m trying to do something similar (but on a much shoddier scale) and I don’t know what I’m doing either. As a first go it’s a fine thing and at least they are having a go. As a Canon advert it works well.

By: Tom

Tom — Wed, 14 Jul 2010 18:08:22 +0000

I enjoyed the Stephen Mayes interview very much. It’s refreshing to hear from someone who has obviously put a lot of thought into where the market is headed. I agreed with almost everything he said (perhaps that’s why I liked it). I’ve seen/read so many lame interviews with publishing types who obviously have no clue, this was a pleasant change of pace.

The magazine itself looks interesting. The Web site seemed deadly slow (at least for me). But I liked the stuff I saw. I think this is a venture worth following. I hope it succeeds.