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The West Journal

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)

The West Journal is a new lifestyle magazine and addition to the local media landscape (I 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)

Minimalism

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) 

This is an interesting image of the Nepean River Walkway at Elderslie and not one that is normally used to reflect the Camden area. It is a different interpretation of the cultural heritage of an area rich in Indigenous and European history. There are Dreaming stories of Dharawal People and the colonial stories of settlement from the time of the Cowpastures district from 1975 to the 1850s. (I Willis, 2021)

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)

The New South Wales Premier Gladys Berejiklian MP has endorsed The West Journal and commended the publishers on their efforts in promoting Sydney’s West (I Willis 2021)

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

References

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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Reflections on the Camden story

What does the Camden story mean to you?

What is the importance of the Camden story?

What is the relevance of the Camden story?

These appear to be simple questions. But are they really?

I have posed these questions in response to the theme of History Week 2020 which asks the question History: What is it good for?

Narellan Studley Park House 2015 IW
Studley Park House sits on the top of a prominent knoll above the Narellan Creek floodplain with a view of Camden township (I Willis, 2015)

 

So, what is the Camden story?

What is the Camden story?

The Camden story is a collection of tales, memories, recollections, myths, legends, songs, poems and folklore about our local area. It is a history of Camden and its surrounding area. I have created one version of this in the form of a 1939 district map.

Camden storytelling is as old as humanity starting in the Dreamtime.

The latest version is the European story started with The Cowpastures in 1795.

The Camden story is about the Camden community.

The Camden story is made up of dreamtime stories, family stories, community stories, settler stories, local stories, business stories, personal stories and a host of others.

These stories are created by the people and events that they were involved with over centuries up the present.

Since its 1997 inception History Week has been an opportunity to tell the Camden story.

Cover  Pictorial History Camden District Ian Willis 2015
Front Cover of Ian Willis’s Pictorial History of Camden and District. This book covers an overview of the Camden story from the First Australians, the Cowpastures, gentry estates, the Camden township, Camden as a little England, the Interwar period, First and Second World Wars, voluntarism, mid-20th century modernism and the approach of Sydney’s rural-urban fringe. (Kingsclear, 2015)

 

What is the relevance of the Camden story?

The relevance of the Camden story explains who is the local community, what they stand for, what their values are, their attitudes, political allegiances, emotional preferences, desires, behaviour, and lots more.

The Camden story explains who we are, where we came from, what are we doing here, what are our values and attitudes, hopes and aspirations, dreams, losses and devastation, destruction, violence, mystery, emotions, feelings, and lots more. The Camden story allows us to understand ourselves and provide meaning to our existence.

Local businesses use the Camden story as one of their marketing tools to sell local residents lots of stuff. There is the use of images, logos, branding, slogans, objects, window displays, songs, pamphlets, newspapers, magazines, and other marketing tools.

Camelot House formerly known at Kirkham, Camden NSW
Camelot House, originally known as Kirkham, was designed by Canadian-born architect John Horbury Hunt for James White. The house was built in 1888 on the site of colonial identity John Oxley’s Kirkham Mill. Folklore says that James White financed the house from the winnings of the 1877 Melbourne Cup by his horse Chester. Under White’s ownership, the property became a horse-racing stud and produced several notable horses. (Camden Images)

 

What is the use of the Camden story?

The Camden story allows us to see the past in some ways that can impact our daily lives. They include:

  • the past is just as a series of events and people that do not impact on daily lives;
  • the past is the source of the values, attitudes, and traditions by which we live our daily lives;
  • the past is a way of seeing the present and being critical of contemporary society that it is better or worse than the past;
  • the present is part of the patterns that have developed from the past over time – some things stay the same (continuity) and some things change.

Camden &amp; Laura Jane &amp; Debbie photoshoot epicure store History Videos CRET 2019[1] lowres
Storyteller Laura Jane is ad-libbing for a short tourist promo for Tiffin Cottage. Camera operator Debbie is issuing instructions and generally supervising the production crew. (I Willis)
 

History offers a different approach to a question.

Historical subjects often differ from our expectations, assumptions, and hopes.

The Camden storyteller will decide which stories are considered important enough to tell. Which stories are marginalised or forgotten or ignored – silent stories from the past.

Aust Day 2018 Museum Open Frances&amp;Harry
Australia Day 2018. The Camden Museum was open and here are two enthusiastic supporters and volunteers for the museum. They are Frances and Harry Warner. These two larger than life Camden identities have spent their life devoted to the Camden community. They have lived and worked on Camden Park Estate for decades. (I Willis)

 

The historian is well equipped to unpack and peel back the layers of the Camden story.

The tools used by the historian to unravel the Camden story might include: historical significance; continuity and change; progress and decline; evidence; historical empathy; and I will add hope and loss.

An understanding of this process is all called historical consciousness and has been examined in Anna Clark’s Private Lives Public History.

I feel that the themes of History Week 2020 provide a convenient way to wrap up all of this.

The History Council of NSW has recast this in its  Value of History Statement and its component parts and they are: identity; engaged citizens; strong communities; economic development; critical skills, leadership, and legacy.

Just taking one of these component parts is an interesting exercise to ask a question.

Camden Park House Country Road Photoshoot 2019
Country Road fashion shoot at Camden Park House. Have a peek at Camden Park House at the Country Road page and visit us on 21/22 Sept on our annual Open Weekend. (Camden Park House)

 

Does the Camden story contribute to making a strong community?

The Camden story assists in building a strong and resilient community by providing stories about our community from past crises and disasters. These are examples that the community can draw on for examples and models of self-help.

A strong and resilient community is one that can bounce back and recover after a setback or disaster of some sort. It could be a natural disaster, market failure or social crisis.

The Camden story can tell citizens about past examples of active citizenship and volunteerism within Camden’s democratic processes from the past. There are stories about our local leaders from the past who helped shape today’s community in many ways.

The Camden story tells stories about family and social networks that criss-cross the district and are the glue that holds the Camden community together in a time of crisis – social capital.

Active citizenship contributes to community identity, a sense of belonging and stories about others who have contributed to their area contribute to placemaking and strengthening community resilience.

Menangle Promo MilkShake UP
Menangle Milk Shake Up Community Festival organised by the Menangle Community Association in 2017 (MCA)

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A new Macarthur regional masthead

Smarter Macarthur Magazine

Another free bi-annual colour magazine has recently come to my attention called Smarter Macarthur. While it has been present for a few editions this newspaper nerd did not notice it, probably because it is a ‘business-to-business’ publication in the  local media landscape.

Smarter Macarthur Magazine2 2019
The Smarter Macarthur magazine is a new glossy colour publication in the Macarthur region of NSW. The print edition was originally published in 2014. (I Willis)

 

The publication is yet another masthead that has appeared in the region in recent decades as the region grows as part of Sydney’s rural-urban fringe. While others have sort out the general reader this magazine is targeting a different audience. This is the first time that a Macarthur regional publication has pitched itself solely at the business readership.

The masthead is published by Smarter Media with a circulation of 5000 copies. It is letter-boxed to businesses across the region,  dropped in professional premises and eateries, and distributed to advertisers and local networking groups.

Smarter Macarthur was originally published in 2014 and is produced with 200gsm Gloss Artboard cover and internal pages of 113gsm Gloss Artpaper, which gives the full colour magazine a quality feel and presentation. The publisher stays local by employing local photographers Brett Atkins and Nick Diomis.

The 52pp print edition for Winter/Spring 2019 is supported by an online presence.  There is a Facebook page and a website , both appearing in 2014, with the website including a directory of advertisers.

Editor Lyndall Lee Arnold maintains that:

Our aim to produce quality content, to showcase local businesses within the area.

The print magazine carries news articles of local interest, stories of local businesses and advice pages on leadership, technology and health. The editorial approach of the magazine is to stress the local.

The editorial policy and the presence of the magazine strengthens regional identity and the construction of place by telling the stories of the local businesses and their owners.

Smarter Macarthur Magazine Screenshot 2019-08-07

This is a screenshot of the website established in 2014  for the Smarter Macarthur bi-annual glossy free colour magazine. (I Willis)

 

On the website there is a testimonial page where local business owners where Garth & Christian Muller from Ultimate Karting Sydney maintain:

Being on the front cover of Smarter Macarthur along with our business story being featured inside the last issue has been so positive!

Macarthur businesses seem to want to support a new addition to the local media landscape.

On the Facebook page the editor maintains that she is looking to the future and the growth of the regional market place with the construction of the Western Sydney Airport, apply named Nancy Bird-Walton Airport, at Badgerys Creek.

The success of the publication will add to community sustainability by strengthening the local economy,  job creation and economic growth.

It will be interesting to see if the Macarthur region’s competitive market place continues to support this masthead.