Showing posts with label blogging. Show all posts
Showing posts with label blogging. Show all posts

Monday, 4 February 2013

This is not a running blog


Updated version of 'Why I run' – originally posted on 20th January 2011:
Running can be painful but not as
painful as running blogs

I’m not sure about running blogs. Running is what makes life worth living, that’s true, but people writing about their running, well, it seems to me the potential for being dull heavily outweighs the scope for being original, insightful and/or entertaining. 
What’s enjoying about running is running: the act itself. Like sex, it’s rhythmic, invigorating, animal and difficult to describe beyond the basic mechanics: one foot in front of the other, repeat. The enjoyment is the doing: absorbed in the moment, body in motion, mind quieted, undistracted. When I am running, I am running.
Writing about running for other runners of similar standard is fine – we indulge each other as a means to ever deeper self-absorption – but for a general audience? No, no way. The last thing I'd want to do is add to the web-swell of boring blather about split times, barefoot shoes (eh?), journeys and goals. I’d fail to capture the appeal; I’d be anal and puritanical about training routines; I’d pointlessly deride slower runners; I’d be that most loathsome thing, a running-bore.
But there is one question that people, including and especially non-runners, want answered: why? Why do we go outside for prolonged periods every day, come cold and rain, come leg aches and bleeding nipples, to get our fix? It is baffling, we must accept, and it warrants an explanation.
So, this is not a running blog; this is a one-off attempt to explain why.
Hitherto I’d not felt called on to explain it. It was just something I’d fallen into the habit of doing every day, like walking the dog, only faster and without a dog. Explaining why – accounting for being apparently as burden-tethered as a dog owner while not in possession of a dog – wouldn’t be easy. But then I read a book assessing why men read men’s magazines. No, not porn, but laddy-lifestyle mags such as Men’s Health, GQ, FHM, etc.
It was a sociological study by a trio of academics, exploring why men enjoy reading articles about how to ‘get ripped’, ‘craft a washboard stomach’, ‘dress to knock her dead’ and ‘steer clear of gold-diggers’, that kind of thing. I will make extensive reference, for reasons that will become clear, to the chapter entitled “Consumption and the sociology of the body”.
That’s quite enough preamble; without further ado, this is why I run:
1. Because my job is too easy
I run because my job doesn’t tire me out or make me feel manly and important. I do not earn money by digging holes in the ground, like my father did. His job kept his body lean and muscular (and tired); it was a job for life; it fulfilled a useful function with obvious benefits to society; it earned him money to feed his family. My job involves sitting at a desk all day (burning very little energy), fiddling around with words no one needs to read, earning money to fritter away on my own amusement. I run because it makes me feel as though I am doing real work, helping me feel fit and alive, and giving me a project on which to expend surplus energy.
“Capitalism is no longer dependent upon the condemnation of sexual and physical pleasure and the maintenance of strictly disciplined forms of manual labour. Instead, the body in consumer culture is both disciplined and hedonistic. In such a culture, the body becomes a vehicle for pleasure, youth, health and fitness; that is, it is increasingly viewed as a passport to the good life… Life itself is a project within modernity.”
2. To feel superior
Running makes me feel as though I have an advantage over others. I have no power over others in my job or in my relationships (unlike my father, who was indisputably head of our family). Running is an arena in which I can strive to dominate others, to try and be exceptional; keeping fit makes me feel less fallible, less likely to need emotional or medical help.
“[Running] prepares men for the atomised world of late capitalism, providing them with crucial ammunition in helping them gain a competitive advantage… The hyper-competitive social relations of late-capitalism manifest themselves in male relations at work, in friendships and in relationships. The need for intimate human relations that men have found so difficult to recognise within themselves are displaced through myths of self-sufficiency and independence.”
3. To forestall my body’s decline
I'm 30 now, so my body is about to begin its slow yet inexorable decline towards old age and death. My job is not tough or tiring enough to distract me from this awful truth. But, all the time I am getting fitter and faster, I have firm proof that my body is an anomaly, defying science – not only evading deterioration but improving. Working hard at running provides definite, measurable evidence – in the form of improving PBs – that my body is flourishing; I’m not just outrunning the Grim Reaper but lapping him, making him look stupid.
“Just as men face an increasingly uncertain future in the workplace, so their bodies become places of intense anxiety and scrutiny in terms of their inevitable decline. In order for this decline to be halted or at least temporarily arrested, the body becomes something that needs to be invested in and worked upon… The body becomes a new site for social discipline.”
4. It gives me an identity
How do you define yourself? Which single word best sums you up? The first adjective in my Twitter biog used to be “Runner” (until writing this made me self-conscious about it) – I defined myself by my hobby, first and foremost. In the past, most people defined themselves by their profession, but less so these days. Nowadays, it is not sensible to get too attached to one’s job (consider all those people employed in the public sector to whom the government has said: “You’re not required anymore, and probably never were”.) Our jobs are uncertain, unsafe and of questionable utilitarian worth.
“In the new world of flexible employment, the rules are made up as we go along, the ability to adapt and change is the most prized of possessions and the act of departure valued above that of reaching the destination.”
Indeed, some of my fondest memories involve handing in resignation letters and leaving jobs.
“… the idea that our skills may well become redundant in the future means that the workplace can only offer the most insecure of identities. The body, then, becomes a domain to be ‘worked on’ and regulated. The body requires finely itemised forms of labour in order that it might produce measurable effects. This process of physical transformation grants the masculine subject a sense of security and continuity denied him within the workplace… Uncertainty converts the body into a new project of identity.”
5. To be a machine
The fallibility of my body is unbearable. Consider my eyes – one minute, they’re fine, seeing everything normally; the next, they’re destroying themselves and I’m going blind because of some silly little genetic quirk. Being trapped inside a human body is ridiculously perilous. It is far better to be a machine. Runners look upon their flawed carcasses as embodied apparatus – hard, robust and responsive to fine-tuning.
“Men’s relationships with their bodies is often represented as being purely instrumental… The application of instrumental logics… [and] tips and advice keep the body ‘running along smoothly’. The most often used metaphor in relation to the body and sources of food and energy is that of ‘refuelling’… [Men] seek to convert the body into something that can be controlled by scientific forms of rationality protecting the self from having to develop a more vulnerable relation with the body’s own needs.”
6. To flee from death
As discussed above, my body is about to begin its decline towards death. I am unable to accept my own death, for it is too terrible a prospect. While I’m running and getting fitter, I feel very alive; so it follows that running is the opposite of death and, as such, keeps death at bay. I know that immortality is a questionable corollary to “feeling very alive”, but the illusion makes existence more tolerable and helps me forget the terrible truth. Besides, no one has anything better to offer. Religion isn’t taken seriously anymore, and “a problem shared is a problem halved” doesn’t seem to apply to death – believe me, I’ve tried; it’s my favourite topic of conversation down the pub.
“The culture of bodily fitness and exercise is bound up with a fear of death and mortality… In the face of death we often go silent, because we lack a common language in which to frame the experience… Death is something to be hidden away and privatised within modernity. Fear of death becomes… as Castoriadis argues, ‘that everything, even meaning, will dissolve’… Death is that which cannot be mastered and controlled, despite all our efforts to mould and shape the body. These concerns can be forgotten about, or at least this is the expectation, through daily regimes that invite us to keep an ever-watchful eye on our health.”
Source: Making Sense of Men’s Magazines, by Peter Jackson, Nick Stevenson & Kate Brooks, published by Polity Press, 2001.

Tuesday, 6 November 2012

Blogging: farce or chance?

Chris Hunter's blogging success poses the question: Why go to work when you could sit
at home in your comfiest chair, drinking from your favourite coffee mug?

Why on earth would any sensible person write a blog? Unless you're a known brand (a 'celebrity') or can publish from a known brand's platform, no one cares what you have to say. "Another blog?" they'll groan. "No thanks, don't have time."  

... so I'd assumed. 

Then I wrote an article for Motorcycle Trader (a trade mag for bike dealers) about the sorry fate of mainstream motorcycle magazines* – and stumbled upon a successful blog written by a normal guy. Successful? Yes, getting loads of hits and making money and everything. 

My brief was to investigate: "What's next for the motorcycle press?" - are websites killing off paid-for print? The answer, to cut a long feature short (the long version: from page 28 of this), is yes. 

Bloggers don't make a living from blogging, of that I was certain. In fact, I'd assumed that not many websites make much money, either, unless they're the DailyMail.com or some such filth.com, getting a gazillion hits per second by publishing spy shots of Harry’s arse and Kate’s tits. But then I found Chris Hunter’s blog, Bike EXIF


The Bike EXIF homepage
This one-man site publishes photos of highly trendy custom-built motorbikes – not the chrome-festooned cruisers favoured by portly, goatee'd middle-age-crisis victims, but artfully minimalist, stripped-down designs. They’re the engined equivalent of the fixed-gear bicycles so beloved of urban hipsters; the kinds of machine Steve McQueen might've kept shiny for use on the days he wasn't anticipating jumping any ditches. These bikes are sometimes called café racers or retro sportsbikes, but many of them are too quirky and cool to slot into a category.

Siegl custom Ducati 900SS, recently featured on Bike EXIF (Photo: Jason Brownrigg)
Hunter set up the blog in 2008 as an experiment, as bloggers do, to see what level of interest it attracted and “ready to drop it quickly if it didn’t work”. His gut instinct was that interest in these über-hip bikes was a) strong and growing; and b) not catered for by the mainstream press. 

At the time he was employed as a creative director in a large Australian advertising agency. His blog experiment struck a chord with bike fans and took off. It now attracts more than 400,000 unique visitors every month and rakes in a healthy amount of advertising income. 'Healthy' meaning more than enough to pay the bills; Hunter quit his day job at the end of last year. He’s now a full-time blogger; and it isn't that he's taken a pay-cut to downsize and sit around gazing at pretty-bike pictures all day. Not at all…

“It’s very much a business now, and has been for the past couple of years. I now run the site full-time. The income it produces doesn’t quite match my old salary yet, but it will do in the future.”

The first thing Hunter’s success story proves is that your blog doesn’t need a catchy or enticing name.
“Bike EXIF is a strange name, yes,” he admits. “EXIF stands for Exchangeable Image File – it’s the data that’s stored in a digital camera image, a nerdy reference to our focus on photography. If I’d known the site would become so big, I’d have thought of a better name! Too late now…”

What’s more important than the name – as the Daily Mail knows too well – are the photos. Your images must be crisp and high-quality so that visitors can zoom-in and drool to their heart’s (or other throbbing bit’s) content. If the photos are too small or blurry or simply lack ‘impact’, people will stop visiting. More pictures, less text - always. More than 400 words is too much – one reason why this (my) blog is a dead canary.

Online content, unlike print, has a cost-free global reach, and Hunter knew that the appeal of funky, retro custom bikes transcended national boundaries. He also knew how to schmooze advertisers – not difficult, he insists.
“I have relationships with senior execs at most of the main moto and apparel manufacturers and their country-level distributors,” says Hunter. “There’s no secret to it… If you have the stats to back it up – and they need to be very big stats with the right audience breakdown – relationships can turn into advertising.”

Then there are the potential side-lines… Bike EXIF already produces merchandise – namely, an annual calendar that last year “outsold the official and licensed Harley-Davidson calendars on Amazon in the US”.

Hunter isn’t a smug web-geek who wishes painful death on print publishing; on the contrary, he’s a magazine-lover who thinks print will survive for many years yet, provided publishers learn how to fully exploit the internet to complement and market their hard-copy publications.
“The two worlds [print and online] will merge; they are getting closer as each month passes. The old guard in the magazines will move on, and the new guard will be more open to collaboration. I’m actually a huge fan of print, and it might be a part of the EXIF stable sometime in the future. I’m a total magazine addict… but if we go into print, it won’t be anything like the magazines you see on UK newsstands today.”

So, there you have it: Crap magazines are dead (or dying); long live the smart, web-savvy ones. And if you're a canny three-in-one writer/publisher/ad salesperson, you might, just might be able to make a living blogging about your hobby.

How to create a money-spinning blog
Bike EXIF founder Chris Hunter lists the five most important qualities needed if you’re serious about making money from a blog


1. A unique vision or voice. If you’re producing the same content as other people or constantly chasing their tails, you’ll always be playing second fiddle. 
2. A good marketing brain. There’s no point in creating an amazing website if you don’t have an innate understanding of effective promotion and search engine optimisation.
3. Generalist abilities. If you have to pay someone every time you need to change a line or code or restart a server, you’ll never make any money. Unless it’s a vanity project, you need to be a one-man band in the early days.
4. Lots of stamina. It’s hard work and late hours. Can you do that for several years? Do you have an understanding family?
5. Design taste. A lot of print magazines seem to get away with pretty average design, but online, there’s nowhere to hide. Good aesthetics and navigation are critical.



*The motorcycle press is dying a slow, agonising death. I know this because I used to work for SuperBike, which, when I joined in 2005, was selling more than 60,000 copies per month. At the latest ABC count, sales had fallen to 16,000 – a decline of 75 per cent in six years. And my inverse Midas touch wasn't to blame this time.
The title was flogged in 2010 by its then owner IPC Media to Vitality Publishing, who went bust earlier this year, at which point SuperBike was ‘saved’ (along with sister title Loaded) by a porn star. The mag's laddishness has increased; not so sure about sales - it's been withdrawn from the ABC audit.