A new lifestyle magazine
The local area has a new lifestyle magazine. I found my print copy of Edition 1 Volume 1 of The West Journal at Camden’s florist The Green Seed in Argyle Street, Camden.
The magazine is an interesting addition to the local media landscape. (Willis 2021)
Published by Camden based Olsen Palmer, the 262 page A5 (15cm x 21 cm) colour card cover magazine is a handsome addition to the Sydney lifestyle market. The magazine is published ‘seasonally’ – July, October, January, April. (TWJ:8; Media Kit)
The publisher of The West Journal boasts an estimated readership of 60,000, with social media impressions monthly average between 17,000-20,000. The magazine is distributed to ‘accommodation locations, hotels, pubs, clubs and sporting facilities, local and regional airports, and a host of hospitality locations’. (TWJ Media Kit)
The cover of the first edition has an unmissable orange cover, and the magazine is reflective of stripped back minimalist design principles. The New Yorker magazine said of minimalism in a critique that it is
a mode of living that strips away protective barriers and heightens the miracle of human presence and the urgency, today, of what that miracle entails. (The New Yorker, February 3 2020)
As The New Yorker points out, the simplicity of minimalism hides the reality of a complex world. The simplicity of the cover design of TWJ belies the complexity of publishing a magazine of this quality.
The publishers have been influenced by what Richard Rogers calls the notion of ‘Instagramism’ and image-driven platforms. TWJ states:
Our journal is made up of many beautiful images; we want our advertisers to emulate this. Minimise text, maximise imagery. (TWJ Media Kit)
Editor Boone states that this editorial policy leads to ‘simple and effective communications to our readers’. (TWJ Media Kit)
Cultural diversity and stereotypes
The magazine’s pitch is at a market in Western Sydney hungry for acknowledgement of its riches. Sydney’s West is a land of undiscovered treasures and unacknowledged riches of culture, travel and food.
Sydney’s West is a vast cosmopolitan landscape of a foodie’s heaven for those searching for suburban delicacies. This secret is out for city-based foodie tours who deliver their passengers to Westie foodie-hot-spots.
Sydney’s West has been undersold for years and dogged by unfair stereotypes. The West Journal states in its opening paragraph that
For too long, a generational stigma has tainted the perception of Western Sydney. (TWJ:1)
The stigma has persisted for more than one generation, and I have labelled it the #sydneyculturewar. (Willis, 2016) In recent months it has been fostered in the name of Covid.
Campbelltown journalist and raconteur Jeff McGill wrote in 2013 ‘Careful what you call south west Sydney’. He examined the stereotypes and name-calling that existed in Sydney’s West and Southwest. Jenny said she had met contempt towards her by those in Sydney’s beachside and harbourside suburbs in a Facebook comment. She said that they think you are ‘slow-witted, lazy, anti-social’.
The West Journal is a positive move to counter these attitudes and boasts that it
Wants to celebrate the cultural diversity, food and individuality found within Western Sydney and Regional NSW. (TWJ:1)
Academic Gabriele Gwyther has argued that Western Sydney is a
region of great complexity: a patchwork of culture, language, ethnicity, personal histories, religion, income and status. (Gwyther 2008)
A rich history
More than this, I have argued that Sydney’s West has a rich history from the pre-colonial period to the present. (Willis 2018)
The magazine demonstrates the influence of the past on the present by presenting stylish images of the West’s cultural and natural heritage. The past shapes the present, and there is no escaping its clutches, whatever its colours.
The stories of the Dharawal, the Dharug and Gundungurra provide a rich tapestry of storytelling. TWJ acknowledges the traditional custodians of each site in the magazine, for example, the Dharug People at Blacktown. (TWJ: 14)
The European story on the Hawkesbury and down to The Cowpastures adds another layer (Willis 2018; Karskens 2020) with a profile of Camden Park House (CPH 2020), arguably one of the most important colonial properties still in the hands of the family built in the 1830s. (TWJ:226-229)
Embracing growth and change
The West Journal encompasses all of this and distribution across Sydney’s West from Hawkesbury Shire Council in the north, Wollondilly Shire Council in the south, west to Blue Mountains City Council, east to the Canterbury Bankstown.
Editor Deane Boone boasts that the magazine will ‘explore everything Western Sydney and Regional NSW has to offer’ extending to ‘West of West’ taking in Wagga Wagga to Armidale and Dubbo. (TWJ:4-5)
These claims are endorsed by New South Wales Premier Gladys Berejiklian MP. She states ‘Western Sydney is an exciting region undergoing profound growth and change’, and her government ‘shares this enthusiasm for Sydney’s West as a wonderful place’. The premier ‘commends’ the publisher for their efforts. (TWJ:6)
Editor Boone has set a high standard with this issue. It is hoped that later volumes match it. The magazine closes with the bold aim:
To embrace, inform and celebrate the amazing cultural diversity, experiences and offerings the West has to offer. (TWJ:263)
Here’s hoping it meets its aim.
Pick up your print copy or view it online
Boone, Dean (ed), 2021, The West Journal, Edition 1, Volume 1. https://www.thewestjournal.com.au/, viewed September 17 2021
Camden Park House 2020, Home, Camden Park House, Menangle, NSW, 2568, <https://www.camdenparkhouse.com.au/>, viewed September 19 2021.
Gwyther, Gabrielle 2008. Western Sydney, Dictionary of Sydney, http://dictionaryofsydney.org/entry/western_sydney, viewed September 17 2021
Karskens, Grace 2020, People of the river : lost worlds of early Australia. Allen & Unwin Crows Nest, NSW
Rogers, Richard 2021, ‘Visual media analysis for Instagram and other online platforms’. Big Data & Society. Vol 8 issue 1. https://doi.org/10.1177/20539517211022370
Willis, Ian 2018, ‘The Cowpastures Region 1795-1840’, Camden History Notes, weblog, April 27, <https://camdenhistorynotes.com/2018/04/27/the-cowpastures-region-1795-1840/>, viewed September 18 2021.
Willis, Ian 2016, ‘Westies, Bogans and Yobbos. What’s in a name?’ Camden History Notes, weblog, June 9, https://camdenhistorynotes.com/2016/06/09/westies-bogans-and-yobbos-whats-in-a-name/ Viewed September 18 2021.
Willis, Ian 2021. Local Newspapers and a Regional Setting in New South Wales, Media History, 27:2, 197-209, DOI: 10.1080/13688804.2020.1833710
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