#ohcomely

Image source: http://ohcomely.co.uk/stories/2016/10/12/issue-33-magic-is-out-now

Oh Comely is an independent bi-anual women's magazine that explores creative topics such as "music, fashion, film" and more. It is known for its quirky, "honest and curious" style, which in my opinion, makes the publication stand out from others. It provides an alternative to the mainstream, cheap magazines made for young women, which is why its audience is niche. Unlike the general women's magazine such as Vogue and Elle, instead of prioritising advertisements and trying to get the reader to buy, the focal point of the magazine is to share ideas and inspirational stories with its readers. To be more specific, within the latest issue that I will be exploring in greater detail (Issue 33), I only found 6 ads which advertised quirky and unique products including jewellery and tea.  

The magazine receives an average of "25,000 readers per issue and the average age of the reader is 27 years old. Its social media reach is 100,000" and has gained 27.6k followers on Instagram. Each issue is sold at £5, which can be justified with its high quality and stunning photography. Because of this and the length and aspirational language that the articles are written in, the age of the average reader is higher than expected; as they will most likely be earning income and dedicate some time reading the magazine. In terms of occupational classification, I would consider the average reader to belong in the D, C2, C1 or B groups.

Issue 33 features 21 year old model Nejilka Arias on its front cover, presenting her in an ethereal, woodland setting, supporting the idea that the magazine prides itself for its distinctive yet daring character. It dedicated a 6 page lookbook feature of the model and mentions brands such as YMC, Redwing, Toast and Opposite which are mainly small, independent brands which again reinforces Oh Comely's quirky style.  

There was no editor's letter to be found, but the names of the contributors who made the issue is always included near the beginning of the magazine. According to the 'content's page, the issue is comprised of 11 issues, 4 stories, and 7 investigations. Some examples of other topics that are included in every issue are recipes, readers' letters, three questions (Q&A with an artist), an article on what the team are reading. They also often incorporate the work of its own readers as well as work by the Oh Comely team.  

Image source: https://twitter.com/bebecave

Another example of an article includes an interview with up-and-coming 19 year old actress, Bebe Cave; who is described as "the teenaged star of Tale of Tales" on the article's subheading. Again, this proves that the publication is an advocate of young creatives who are making a name for themselves within the artistic industry as opposed to using 'famous' and 'mainstream' celebrities for promotional purposes.

References:

http://ohcomely.co.uk/magazine

Oh Comely is an independent bi-monthly magazine made in London. It describes itself as “curious, honest and playful”. Their aura is quite quirky and unique, as they tell stories rather than gossip, like many common magazines do.

Cover

Issue 33’s cover featured model Nejilka looking like a forest fairy, which translates to the text on the cover which says: “The magic of coincidence. Create an urban myth. Superpowers and sisterhoods”. Oh Comely try to follow a theme each issue so this cover suggests the magazine will be quite mystical.

Editors Letter

Oh Comely doesn’t include an editor’s letter but instead introduces the reader to some of the people who contributed to the magazine. There is an illustration of each person followed by a mini profile. This gives the magazine a friendly feel and makes it more relatable.

Features

This issue features: curious things, investigation, profiles, recipes, book reviews, interviews and stories; all relating to the theme of magic and the supernatural. Cover model Nejilka is featured on a 10-page spread titled ‘Enchanted Forest’, which mirrors the aesthetic of the cover. It has an earthy and natural feel to it.

The magazine includes 11 features, 4 stories and 7 investigations. Will Wiles, the world’s tallest bubbleologist, is the first to be featured in this issue and he boasts a 6-page spread. Other people featured are: actor Bebe Cave, illustrator and author Leanne Shapton, experimental musician Anna Meredith, magician Megan Knowles-Bacon, textile designer Rebecca Desnos, singer-songwriter Law Holt, actor Isabelle Huppert and photographer William Arnold. It seems that Oh Comely only features those with a creative career, and aren’t A-list celebrities, but upcoming talents.

The tone of the features is very narrative, with great thought being put in from the interviewers. There’s a lot of description, and it’s very honest. There is not too much jargon, making them very easy to follow and understand, keeping the reader interested. The writing connects you to the interviewee, as it’s very friendly.

Advertising

Advertising is very limited in Oh Comely. In this issue the adverts are: an exhibition at the Tate Modern, an online florists, Pukka tea, Dash fashion, an online jewellery store and the V&A; that’s 6 advertisements in total. The adverts are subtle and fit in well with the aesthetic of the magazine as all advertisements and brands have an artistic theme. They read on like a feature in themselves and not like an advert which shows Oh Comely pick out their advertisements carefully so it’s related to the read.er

Target Audience