1. FISH experience
http://magazine-fish.ru/
How to make people work for free
and for fun.

2. IDEA OF FISH MAGAZINE
• Fish Magazine is the only specialized Internet
mass-media in Perm about cultural
environment.
• Fish Magazine was created on the base of
need of young people to find out about
culture.

3. There are other mass-media in Perm which are
writing about culture. Why they aren’t enough?
 Usually they have not more than one or two
specialized rubrics. They ignore contemporary
arts. They are not very popular among the youth.
 Usually they are printed, and hardly accessible to
target audience.
 They are not interested in local growth zones
(local events and trends which are in local and
municipal communities.)

4. -Fish Magazine is silent about prominent cultural
events in Perm and in the whole world
-Fish Magazine is a free and open-minded online
mass-media.

5. Fish Magazine became an answer for informational
hunger.
A group of three young people decided to launch this
project by their own means, with the help of
crowdsourcing.

6. AT FIRST THERE WAS A BELIEF
The founders were deeply convinced that their
project is necessary. There was no profound
research but only their analysis and some
words-of-the-mouth: there is a good niche at
market, and obvious demand for a specialized
cultural mass-media.

7. IT’S A NONSENSE TO SELL NOT THE FISH MAGAZINE
BUT THE IDEA OF FISH MAGAZINE.
So the founders decided first to grow a good fat
Fish which can earn money by itself.

8. FISH MAGAZINE TEAM
• Svet –Editor-in-Chief (the whole idea, publicity
& strategy)
• Tanya –Editor (content & authors)
• Oleg—Development Manager (cooperation
with partners)
• Circa 10 non full-time authors and 5
photographs.

9. FISH MAG IS 7 MONTH OLD
There are more than 600 publications

10. STRUCTURE OF THE CONTENT
• Everything about music
• Life in the city
• Interview
• Books industry
• Cinema
• Theatre

11. FISHMAG STATISTICS

12. FISHMAG STATISTICS

13. FISHMAG STATISTICS

14. HOW TO FIND FISHMAG AUTHORS
• tell about the project
• tell about core advantages
• mention social meaning
• propose freedom of creativity
• give people possibility to write about something
interesting to them ( style-crazy girls eagerly
report about local flee-markets, tech geeks—
about new gadgets, book-worms about recently
read books)
• all new authors attract some news users.

15. HOW TO WORK WITH FISH AUTHORS
• One good editor can upgrade 10 not-so-good texts
• Tell people about your schedule, but don’t press on
them very much if they don’t meet your deadlines
• Always have some reserve content if you authors are
late with text
• It’s OK to reblog interesting articles or posts or news if
you stipulate
• No sense to work bad when you work for free and for
your own fun. You can mess up only for money))

16. MOTIVATION
A lot of young journalists and writers are easily
motivated not even with money but with the
fame, with the warm feeling: their little effort
can help to good project with social meaning.
This project attracted even foreign authors.

17. NON-COUNTABLE FISH ASSET
Reputation – a key factor in finding partners
Fish Magazine succeeded to draw attention of
famous Russian art activist and sponsor Marat
Guelman. It helped to become panthers of
international contemporary art festival “Belye
Nochi” (White Nights) which is held in Perm in
summer.

18. FISHMAG AD
Main criteria for advertising:
product or service must be in accordance with
interests of Fish Magazine’s readers

19. LIST OF FISH MAG PARTNERS
• Poetry festival “SlovoNova” -2013
• Coffee shop “Кофе с собой»
• “Белые ночи” Internationa Art Festival
• Educational Centre “Training Day”

20. FISH GO BIGGER
Pro and contra for turning non-profitable
crowdsourcing recourse into commercial
structure

21. THANK YOU!