In 2012, they said the world will end. In 2013, they are saying
lifestyle journalism is dying a slow death!
I am opinionated but I prefer to keep most of my opinions to
myself even when I have a reasonably active Facebook account and a slightly
ignored Twitter account. But this time around I decided to get vocal with my
thoughts on the ‘hype’ surrounding the death of lifestyle journalism because of
the sudden action by Outlook group announcing the closure of its three licensed
international publications, Marie Claire, People and Geo. Yes, it
is extremely sad to see so many people losing their jobs in a jerk but I am not
convinced that this is the end. How can it be? I don’t have statistics to share
but a trip to any of the magazine vendors is enough to convince me that a
lifestyle magazine is born every fortnight, a lifestyle journalist every day
and a lifestyle blogger every hour. So it saddens me to think that shutting
down of a handful of magazines is making us believe that soon there will be a
time when no woman with kohl-rimmed eyes will pick up a magazine to know what
she can cook for a festive dinner or how she can keep the flowers fresh. Or no
man with his ‘magazines and soaps are for women’ attitude will flip through a
magazine to read what are the latest boy toys or fairness products on the
shelves. When you finish reading this piece I hope you understand that lifestyle
journalism is not a frivolous fad but a real job, the death of lifestyle
magazines (if it happens) can’t be blamed on the content of the magazines and
that there are enough supporters, readers and writers to keep lifestyle
journalism alive, kicking, FBing, blogging and tweeting!
When I landed in Dubai a few months back I had two choices,
one to join a full time job as an editor of a lifestyle magazine or two, to
start my own lifestyle magazine. I took the risk and chose the latter, my
e-magazine for NRIs in Dubai is just one-issue old and I am facing teething
problems in running the show. Yes, in the magazine we talk of Bollywood,
gourmet, telly, fashion, memories…and the other ‘blah blah’ of lifestyle
journalism and each time I approach an advertiser I fear he/she would tell me
that they have enough ‘Likes’ on Facebook so they don’t need to place an
advertisement. Each time I prepare an edit list of the magazine I am faced with
the ultimate question, ‘What’s new in this? We’ve all been there; written that,
read that…” Each time an intern (in the very Ranbir Kapoor of Yeh Jawaani Hai Deewani) answers the
question I want to be a journalist by saying, ‘I want to travel and host a
travel show’ I am reminded of my days as an intern when for the first year all
I was allowed to cover for the local city supplement were management seminar
and blood donation camps. Yes, things have changed and will probably get worse
with Google writing most of our copies, pre-framed emails forming our interview
questionnaires and celebs sprouting faster than saplings but I am still not
convinced that lifestyle journalism is a job that deserves no respect or
lifestyle magazines deserve no readers. Yes, they say lifestyle journalism is
the so-called easiest job on earth, often referred to one that allows you to
get your hands on freebies but it is still not something that everyone can
handle! You may be a party-hopper but what if your job involved attending
parties and taking quotes from ‘not-so-sober’ socialites at one am? You may love the sight of free MAC products
reaching your desk but can you work insane hours to meet deadlines at unearthly
hours? You may get puppy-eyed at the chance of interviewing stars but do you
have the patience to wait for them for hours and then keep mum when they annoy
you with their egoistic replies (a lot of us have done that for we have a boss
waiting for a story in the office)? Perhaps, not. And to top it all can you
deal with people who think all you do at your job is take smoke breaks, attend
fashion events, drink in evenings, go for food reviews….? Having said that I still know a lot of
journalists who don’t behave like malnourished African kids at the sight of
lavish spreads at press conferences or barter bridal spa packages for half-page
coverage in the magazines. Yes, we don’t bring you the breaking news, we are
not activists…we create leisure reading, something different than that daily
dose of what’s happening in the zone of ‘timeliness’. Journalism is information
about people/world on a public platform, nobody ever defined the contours of
its context, weren’t we taught at our journalism schools about the hard and
soft aspects of it? Yes, we sell dreams…we talk of what you should have, aspire
for… we talk of things that we (journos) can’t afford… In my last job, I was
the editor of a magazine of a luxury automobile brand while I drove a humble
compact hatchback that came at a price of my annual salary (including the
standard performance appraisal). But what’s wrong in selling aspirations and
dreams? Why can’t we accept the journalism that extends beyond fierce reporting
on rape cases or scams? Yes, we’re here to entertain you and that’s our job and
we are not ashamed of it.
Now if lifestyle magazine will die it will not be because we
are failing at making a reader read, re-read and re-visit the list of summer
fashion essentials but because we simply don’t want to READ anymore beyond 200
words on FB or 140 characters on Twitter. We still love to know what’s
happening in the life of SRK as much as we want to gossip about the lady in the
neighbourhood. We still pick up a magazine to know the various options to dine
or holiday at. We still take pictures, from a magazine, of a showstopper at a
fashion show and take it to our local tailor to get the same outfit… There are still many more investing in
starting new magazines every day! I for one, with no funds at hand, am still
hoping that one day I will print my mag! How do I explain this better? Aah,
that there are still many who prefer the smell and sound of flipping paper? Or
that you can’t swat a fly with a laptop or kindle but can with a magazine? Or
that you will get constipated if you don’t read a magazine on the shit pot? Electronic
is the way but the death of lifestyle journalism has nothing to do with what
we’re filling in the pages! And then here’s the stark truth lifestyle
journalism will survive for all of us writers, together, will make sure it
does. When I blog, I expect people to comment on it and to initiate the flow of
comments on my blog I have to take out time to visit and comment on the blogs
of others. When I put a status message on Facebook I know mostly those are going
to ‘Like’ or ‘Comment’ on it on whose pictures & status messages I have
made my presence felt. When I get a by-line I want my fellow journos to read
it, and he/she will, if I also take interest in his/her writing. So we will
help each other survive. I don’t know how to end this rather long piece but
people keep the faith, we are not a dying breed nor are we in a dying
profession!! And yes, till we don't
respect what we do no one else will! And I can say so for I am at a position
where I am responsible both for bringing in money in the magazine but also
creating content for it.
Image: here
A very strong piece and a relevant one! I so agree that neither lifestyle magazines go out of market ever, nor lifestyle journalism loose its ground. In the world of Facebook and twitter, a lot of people like me still want to flip those shiny glossy pages of a mag, telling us the latest trend or giving us a tour into a celebrity house, and reading an article which is so convincingly written to be written for 'me' (the reader), inspiring me to aspire to look a better version of myself, to make my home look better with ideas that I couldn't have imagined. It gives me a reason to relax, to unwind, to dream, to aspire ... something a breaking news channel overloaded with negativity (unfortunately) has not been able to do.
ReplyDeletethanks for sharing this post
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