January 20, 2007 / 11:13 PM / in 12 years

Marmalade magazine joins user-generated craze

LONDON (Reuters) - A niche fashion and style magazine is jumping on the user-generated content bandwagon, dedicating an entire upcoming issue to outside contributions in partnership with MySpace.com.

Marmalade, which launched in 2001 and has a circulation of about 30,000, has promised to pay the current rates it pays existing contributors — 10 pence ($0.20) a word in the case of writers.

The phenomenon of consumers creating and publicising their own material has swept the media industry in the past year, primarily in the video and music sectors, and garnered Time magazine’s “Person of the Year” award for 2006.

“We’re consistently bombarded with reels, portfolios, fanzines, demos and brilliant ideas from Marmalade readers so throwing it open to the whole of MySpace is a complete no-brainer,” said Kirsty Robinson, co-editor of Marmalade.

Marmalade said it is the first established magazine to create a whole issue with user-generated material. Its readers are typically either in their late teens or early 20s and in the early stages of a creative career.

News channels including CNN, which is owned by Time Warner, and the British Broadcasting Corp. have been airing viewer-submitted video clips while popular lifestyle magazines also have solicited celebrity photographs from readers who spot and snap their favourite stars.

MySpace, the world’s most popular social-networking site with 130 million users, is owned by U.S. media conglomerate News Corp.

Marmalade has set up a profile on MySpace at www.myspace.com/marmalademag, where consumers can find more details about submitting material for the March 2007 issue, which will celebrate Marmalade’s fourth birthday.

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