Outline Magazine - Running A Magazine During A Pandemic Age

So we've asked loads of Norwich businesses and venues about how they've got on during the last year with all the changes and rules, and what they're looking forward to when things start easing up a bit restriction-wise. But how did Outline Magazine itself fare? With a regular print magazine, a lively load of social media and a banging website how have they managed to survive? We don't talk often about what happens behind the scenes at the magazine, so I spoke to Kevin Maddams, the owner, publisher and Big Boss of Outline to find out.

How’s your year been Kev?

What a year! Firstly I must say I need to put the pandemic in perspective. This has been a virus that has meant tens of thousands people in the country have lost their lives, with others facing the after effects for a long time. I’m aware of businesses that have ceased to operate, others where they have suffered greatly financially and in their wellbeing and finally all those people working in hospitality and events industry where the rug has been pulled from beneath them. So I definitely could have had it worse.

What were your thoughts when the first lockdown was announced?

I think like many people I thought we would have a few months of restrictions, then hopefully slowly make our way through to a semblance of normality as we got to the end of summer come winter. How wrong could I have been?!

What was the effect on Outline when the first lockdown was announced?

Outline is proud to work closely with lots of the hospitality sector of Norwich, ranging from pubs, venues, theatres as well as some of our superb tattoo studios and hair salons. Unfortunately all of these sectors were amongst the hardest hit businesswise.

Outline is dependent on advertising revenue for its existence, and that fell off the cliff from 23rd March 2020. Additionally we distribute the print magazine to over 300 locations across Norwich. Virtually all of those were closed for a significant period over the last year, and when they did open it did not seem right to be placing a physical copy of the magazine in those outlets, and many of them had significant challenges in simply opening. Equally I did not think it was the time to speak to our advertisers about advertising! There were a few more important issues occupying their minds.

So what has Outline been doing over the last year?

Outline has always wanted to help support local businesses in our own way. We have maintained our e-newsletter - it goes to 8,000 email addresses (sign up to joinhere) and we have let our readers know of events still happening real or virtual, and providing info on what some of our great local businesses have been doing this past year.

On our digital channels we have continued to post album reviews, a few film reviews, and via our social media platforms, updates on what else is going on. Celebrating Norwich as we always try to.

I must thank m2 Digital Marketing Sevices who have done an amazing job building and developing our IG platform. (info@m-2.co.uk ). Drop them a line if you need help. They have accrued thousands of additional followers for us and maintained high levels of engagement for.

How does Outline work?

Outline operates in the free magazine market which has been a tough market for many years. When the print edition of Outline is produced we will run with 70-80% editorial content. We have never wanted to produce a magazine that was simply crammed full of ads and no content. Also, social media platforms such as FB, Google, Insta, and the like has gobbled up many advertising budgets - over 60% of worldwide digital revenue goes to 2-3 businesses, Facebook, Google and Amazon.

Independent publications as Outline are becoming more and more rare. As a result of the industry changing around 3-4 years ago, we had to make changes. The editor was made redundant, we did not replace the salesperson and I now work on Outline part time . But I think Outline is an important part of Norwich and I want that voice to have a chance to carry on, be it through me or with somebody else.

Did you have to furlough any staff?

Outline does not have any employed staff and I work on it part time. Undoubtedly without our volunteers we would not exist. We have around 20 active volunteers with an age range of 18-67, and this enables us to keep an independent and varied voice, reflecting the Norwich that we see. I am so thankful to our volunteers for helping us over the years and also at present. Roll on the return of gigs, theatre and films so you can hear their voices again.

So why do people volunteer for Outline?

I think first and foremost they like what Outline is about, and that it is independent. There can be a range of reasons motivating them to help Outline, from students wishing to expand their experience and build their portfolio to local people who just have a passion for a particular area, be it music, theatre, film or whatever. I am proud of our writers and reviewers and think their articles stand comparison with anything out there at a national level.

Who do you think have been some of the heroes during these times?

Let’s start with the bleeding obvious. All the frontline NHS staff, from ambulance staff, hospital admissions staff, nurses, doctors, porters and cleaning staff. Then all those doing public facing roles such as refuse collectors, posties, supermarket staff and the ubiquitous delivery drivers.

But I think there are some hidden ones as well. I know some friends who work in the library service and they have been doing a range of tasks including phoning those who are vulnerable, or those who have lost loved ones and still doing their library duties. I am sure there must be a whole range of others from the public sector doing activities like that.

Also businesses like Courtesy Taxis who early on in the pandemic offered free taxis to and from work for NHS staff, and businesses offering food to NHS staff and trying to make sure they got fed.

The people of Norwich are by and large awesome. If at the end of the day we have done more good than bad, then that must help.

Did you do anything unusual during lockdown Kev?

Like many people I wanted to do what I could, when I could to help on the way forward. I volunteered to help as a volunteer steward at a vaccination centre. I have helped out on a few occasions at both Norwich and Lowestoft. It felt good to be helping and it was clear to see the relief on the faces of a number of people coming in for their jab. The medical staff from NHS and St Johns were just marvellous and it did give you a sense of giving something back at the end of each shift. The public were also patient and appreciative. Win win.

How have you found local businesses have weathered the storm?

Periodically I would check in with some local businesses and I think one of the hardest things for many was the constant changes on announcements, with some fairly key things changing at hours notice. I have carried out a number of interviews with a few local businesses to get their take on the pandemic experience - they can be readhere. Please take the time to read how creative, determined and persistent our local businesses have been. I think they give a good flavour of how Norwich has got on.

How could someone get involved with Outline, either as a volunteer or to advertise online or in the print magazine?

Just email me at Kevin@outlineonline.co.uk with any advertising queries, andeditor@outlineonline.co.uk for volunteering.

Anything you would say to our readers?

Support your local independent businesses! Norwich is so fortunate to have so many such businesses, and now is the time to spend your pennies with them, not the chains. Around 70p in the £ stays local when you use local businesses - that may be as low as 2-5 p for chains stores.