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balmain3001

INSIDER (new Rose cover) replied on: 7/1/2004 1:57:34 AM The Australian 15/6/04 Insider trading on independent principles IF you believe Catherine Caines, the key to a good pop culture magazine is all about keeping it left-of-centre and leaving out "advertainments" usually found in celebrity-obsessed magazines. Caines is the editor of the new pop culture magazine The Insider, a biannual glossy that aims to fit into the publishing market where the now defunct titles HQ and Australian Style tried and failed. "We're going to be as independent as we are unique," Caines told The Australian yesterday. "They fell by the wayside because they fell victim to being an extension of lifestyle shows, but with an independent publishing house we don't have to follow those principles. "It is a tough industry and of course we have some concerns, but we're certainly not going to be a opromotional tool for someone like (The Block host) Jamie Durie." The Insider is published by If Media, the same group behind the If Awards -- known as the "people's choice" Australian film awards -- and IF (Inside Film) magazine, the local film industry's monthly bible. The Insider is using a unique approach, both in its content and selling points (at newsagents, alternative cinema chains and film festivals), to try to sustain itself in the saturated magazine market. The first edition -- to be launched in Sydney tonight with an initial print run of 20,000 -- features Australian actress Rose Byrne, a co-star of Troy, on the cover. Caines said she hoped The Insider will stand alone because of its alternative approach of using people inside the pop culture industry to provide content -- for example, cinematographers taking photos of actors, and screenwriters writing about sports stars. Caines, a 33-year-old former writer, film-maker, stylist and creative director, said it would be a difficult task steering a magazine that would be trying to determine what was hot in Australian pop culture -- from music and film to fashion and the arts -- for readers to peruse over a six-month period. "We're living in a pretty conservative culture now, which is starting to skew back to the Left," she said. "So we're trying to reflect that, and also offer our readers an alternative to the usual lifestyle magazines which are so celebrity-focused these days, treating celebrities like an entertainment brand, more like 'advertainments'. "We're gambling on the fact that people will want to read something with style and substance -- and read stories about people who will actually still be relevant in six months' or six years' time, not just tomorrow."

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