A guide on how to turn your art into affluence
There’s no doubt that zines are very much on trend, having gone in and out of style over the past century. If you don’t know what they are, they’re a form of amateur independent maga(zine). The format’s appeal lies in its complete creative freedom since you, as the author, can make it literally about anything you want. The cool thing is there are various markets around Auckland City every year where you can sell your zines, such as the big Auckland Zinefest. I’ve attempted (keyword attempted) to sell my zines at five such markets before. While my success has been limited, I’ve learnt from my failures and observed the habits of stalls that pop off. Below, I’ve compiled ten tips that will help maximise your zine’s potential to make you zillions. Or, realistically, up to a couple hundred bucks. P.S. If you want to learn more about the art of the zine, I recommend reading Make a zine! by Joe Biel.
Dos:
1. Rehearse a good sales pitch and actively talk to passers-by to hook them
I’m guilty of not doing this as I’m pretty shy, plus I’m usually on my laptop furiously finishing an assignment or a Craccum article while at the stall and don’t have the mental bandwidth to do both. But this is the absolute number one way to have a successful zine. You need to actually sell it to people; your art alone won’t sell itself, no matter how good it is. Say, “Kia ora, how’s your day going?” or “Check out my zine!” These will help slow people floating and give your zine more than a passing glance.
2. Make a simple and straightforward cover.
Why? Because lots of people visiting your stall won’t even listen to your pitch. If you’ve managed to slow them down, they’ll often just pick up your zine and start reading it automatically. People judge books by the cover, and if they can understand your zine without your explanation, there’s a better chance your visitor will leave as a customer.
3. Develop a concept for the zine that generates value for the reader.
Your art might be aesthetic af, but if that’s all it is, once your visitors have flicked through your zine, they have no further use for it. There will be dozens, if not hundreds, of stalls and zines competing for your visitors’ tight budget. Your art is a drop in the bucket. But, if you make your zine actually have a use beyond looking pretty, it can make it worth taking home in the eyes of the customer. I’ve seen some super effective ways to do this, including game instructions, maps, or cooking recipes.
4. Assemble a cutesy display for your stall.
Investing in displays for your zines and art is not something I recommend on your first rodeo. Still, a general trend is that eye-catching stalls catch more eyes, which translates to sales.
5. If all else fails, make bootleg merch.
Some might call this a selling out, but I call it the hustler’s homage. Regardless, if your zine/art is related to a specific fandom, fans of that thing might be inclined to buy your zine simply because it references it. Like famous bands and musicians, the more mainstream the fandom, the more likely you’ll encounter fans in the wild. Although people who go to zinefests tend to be quite geeky, me included.
Dont’s:
1. Don’t print too many
Seriously. Especially if it is your first attempt at a zinefest. Print 5-10 copies max. I printed wayyy too many zines at my first market, and I still have 15 copies left over. If your zine is popular and sells out, you can print more next time. They might say you have to spend money to make money, but they forget that you have to make money first in order to spend it. Alas, the Catch-22 of our capitalist society.
2. Don’t make one-of-a-kind or handmade zines.
Now, you might think making them one of a kind or by hand adds value since you lovingly made them. Remember your time is more valuable than that. Plus, it can put people off from purchasing your zine because they find owning the sole copy too daunting.
3. Don’t make the zine too long.
8-12 pages are plenty; more length = higher printing cost, which reduces your profit margin.
4. Don’t charge too much.
Remember that you can only realistically charge about $5 for a zine. An expensive zine will put people off from buying it.
5. Don’t be dissuaded if you don’t succeed.
This is perhaps the most important tip. I have spent whole days at markets with no sales at all, which can be a pretty defeating feeling. However, if you persist and follow these tips, I’m sure you’ll be raking it in soon enough. Hustle on!
