Our Whys and Wherefores

After seven editions, The Pinoy Strayan continues to be hounded by whys and wherefores. A few weeks ago, a prospective advertiser inquired if the magazine is making money, and when we said that we were getting there but negative at this point, he could not understand the business logic of why we are giving the magazine away complimentary in the first place. Are you doing it for God or for community, he asked. It was a rhetorical question. His tone told us that he was incredulous and a tad annoyed. It might take a while before he calls for an ad placement.

We do invite sponsorships but go about it cautiously. Prospective supporters must completely understand that The Pinoy Strayan exists for the benefit of the community before profit. Many people struggle with that. The publishers of the magazine and its major sponsors are community benefactors and philanthropists. They have the best interest and wellbeing of the migrant community in mind, and are willing to expend time, talent, and treasure towards that end. Our columnists, writers, and contributors get nothing but psychic wages. When we reach our tipping point in terms of business viability, we shall be able to remunerate contributions. Just not yet now.

Another question we get asked is how many people actually read The Pinoy Strayan. The concern is: are prospective advertisers going to get value for money? Again, we cannot give a precise answer. To be sure, there are people who read our issues from cover to cover. But market of The Pinoy Strayan is random, rather than specifically targeted. The service rendered by the magazine is largely taken for granted by 80% of its beneficiary audience. Yet, invoking the Pareto Principle, the 20% who read the magazine religiously will likely deliver appreciation to the sponsors.

Aside from the printed form, The Pinoy Strayan has begun to effectively utilise social media. The last issue, which was in interactive flipbook format, reached about 2,500 viewers. Our online edition is also on track to be more efficient and reader-friendly, courtesy of a web designer aficionado and friend of The Pinoy Strayan.

Being a magazine rather than a broadsheet, there’s value added. The Pinoy Strayan has a longer shelf life compared to other existing community newspapers in Australia. It stays longer on the coffee table, the reception desks, and the library shelves. Moreover, it is printed in colour and on high-gsm, glossy paper. It doesn’t easily tear or shred.

And what of content? Is The Pinoy Strayan effectively covering community calendars and events to be considered the community magazine that it aspires to be? That will depend on what readers are looking for. On best effort, significant and impactive community information, bulletins, and events are reported and recorded for posterity. Clubs and associations throughout WA have been invited to post news and updates, pro bono, as a public service. Some happily respond; while others do not see the merit.

The Pinoy Strayan does not lay claim to being an official community magazine. It is a private endeavour and an advocacy, at the service of the community. Whether it is embraced or rejected is not material to its whys and wherefores. We are clear about our goals and our reason for being. Take us or leave us. Nothing personal.

Cecilia Concepcion