A Steady Drip :: This is just a brand

THE IDEA
A Steady Drip is a magazine without a print book and without a website. It is just a brand and editorial direction. The content is commissioned and edited, but then published on the contributors’ platforms. So when you visit ASteadyDrip.com, you see a very basic table of contents, which links out to individual artists’ sites, be they writers, photographers, singers, or graffiti artists.

THE CREATOR
Andrew Kornylak, a smart young editorial and commercial photographer who has worked on several projects that did very well as viral videos.

THE CATALYST
1. Several videos Andrew put together for a non-profit receive 500,000 impressions total.
2. Andrew teaches a seminar on mixed media production at the Atlanta Photojournalism Seminar about reaching a large audience through multiple channels.
3. National Geographic Adventure, one of Andrew’s big clients, closes.
4. The preview of Sports Illustrated on a tablet PC comes out.
5. Andrew starts wondering: “What is the future was going to be like for guys like me, who are still trying to work and get paid for it, but who are also exploring this whole alphabet soup of platforms?”

THE BIG IDEA
Andrew: In this new landscape, if I were to start a new magazine but I wanted to totally eliminate the overhead, even starting and maintaining a website is not as easy as you think. Maintaining content, art directing it, building your audience are all difficult and expensive.

So what if you could leverage all these independent producers, and by tapping into what people are already doing?

That way you don’t have to start with any subscription base. Even if no one subscribes, if you have 100 contributors, and they have your brand presence on their platform, so your presence in the marketplace is at least the sum total of all of their readerships. Why reinvent the wheel?

And it doesn’t even matter if the contributors are really different. Because they are already doing what they do best, on the platform that works best for them, for an audience that’s already eager for their stuff.

THE GOAL
This first version of A Steady Drip is basically just a proof of concept, mostly including Andrew’s friends. Over the next few months he’s hoping for lots of feedback and ideas for how to refine the project.

Andrew: I think in the future, publishing will be about independent content producers like you, me, and our friends. Right now magazines are going broke trying to garner an online audience, and yet the little guys who do it so well still don’t know how to make money off their platforms. But soon, independent content producers will be hired by editorial publications not just for their creative abilities but also for the audience they have worked so hard to cultivate. Creatives that can bring the whole package to the table will be at a premium.

THE PROS
1. Very low overhead
2. Built-in audiences
3. Can easily adapt to new technological developments
4. Low overhead means real money can go to paying contributors

THE CONS
1. Any cost/time burden falls on just one person right now
2. No funding model yet
3. Can be difficult to coordinate independent creatives
4. Need editorial vision/staff to focus content

THE QUESTIONS
1. Is this a good way to deliver content? What works and doesn’t about it?

2. Do you think advertising can work on platform? Since ads would be decoupled from the content, how would advertising even work?

3. As the audience, do you like that the art direction is very loose and you never know what you’re going to get?

4. As a content producer, would you be interested in being part of a project like this? Is the extra traffic you’d get as valuable as, say, your photo on the cover of a print magazine?

PLEASE SHARE YOUR THOUGHTS IN THE COMMENTS. IT’S UP TO ALL OF US TO HELP FIND AND REFINE THE STORYTELLING TOOLS OF TOMORROW 🙂

P.S. One of the reasons I’m so interested in A Steady Drip is because Paul O’Sullivan, Yumi Goto, Jeremy Wade Shockley, and I came up with a similar idea for the IMPACT Online Exhibition. We asked photographers to put up a gallery of images that spoke to the theme of “Outside Looking In” on their own blogs, then we linked out to all of them from a post on RESOLVE. The idea had so much potential, but the webring technology we used was clunky, so Paul has worked hard to build this smooth new interface. It’s still very much a work in progress, but we think it’s heading in the right direction.

4 thoughts on “A Steady Drip :: This is just a brand

  1. Pingback: Collaborate Creatively ::with:: Andrew Kornylak | HEY MIKI

  2. I think the idea is exciting but like the IMPACT exhibition idea, 'editorial direction' is the key. I commented on IMPACT that the idea of each exhibitor hosting their own contribution was fine but the theme of the whole thing was not tightly curated enough, I looked though a few and just felt I wasn't seeing any curated/edited message or direction. The internet is already a random conglomeration of articles, media and information, without some strong editorial control 'a steady drip' is just going to add to that. Its a great concept but still needs someone critically rigorous at the reins or it will be just another 'mash up'.If I was you I would have strongly themed 'editions' or 'episodes' and host advertisers that were implicitly linked to those themes….do an edition about 'still photographers moving into moving image' and run Ads that sell the tools those people use, hdslr rigs, editing software, video tutorial dvd's etc. If People keep coming back to your contents page to read another article on the subject they're likely to be enthused about it and potential customers for your advertisers.I would contribute to a project like this if the subject/theme was applicable to my area of knowledge and of interest to my existing readers.

    Like

    • Nick: To your last sentence: Would you be willing to forego the “exposure” of traditional publication in a magazine if the rates for self-publishing under this model were significantly higher? In other words, would you take double (triple? more?) the rate to publish your work on your own blog (website, ipad app), instead of in the pages of Sports Illustrated?

      Like

    • The internet's nature as a random amalgamation of information has order the moment an individual begins to read. Our preferences and prejudices bring it to focus. I believe that ASD reminds us that we're always reading our own live magazine, reminds authors/artists/musicians that they're all constantly collaborating and when all goes well, makes the system more efficient.

      Like

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s