While corporate hipster webzines like Stim and Spiv died a quick death in the early years of the Web, other independent sites are still thriving.
"I'm nauseated by how much human energy and creativity is heaved into making the Web into a massive shopping mall/demographic tracking device," said Betty Ray, head of fucker.com.
She is part of a coalition of independent site producers who call themselves God Complex. This weekend they're putting their heads together in San Francisco to discuss how to make independent content king on the Web. Webzine '98: A Celebration of Independent Content Online will be a night of surfing, schmoozing, and planning for the big zine comeback.
Four panels, planned around the subjects of technology, content, community, and business, will feature a host of independent zinesters: Carl Steadman, co-founder of Suck (a Wired Digital property) and diarist Justin Hall of www.links.net are among the notables who will appear. Besides touting what they call "the potential for free, uncensored expression on the Internet," Webzine '98 organizers promise a cool party, ending with live music.
"No start-up can power an industry like the will of the people to express themselves," said Srini Kumar, who produces Unamerican Activities. "So I figured that this is a good time to remind the media and the world that independent content is the killer Internet app."
Kumar feels, as Ray does, that independent, self-motivated, Web site creators are being ignored amidst the media hype over the business of the Web. Kumar points to Geocities' popularity as proof that homespun sites can be hot properties.
Kumar's opinion is based on personal experience, not just anecdotal evidence. He promotes his site as "anarchy's ad agency" and through it takes in approximately US$2,000 a week selling irreverent buttons, bumper stickers, and other products with such edifying slogans as "FUCK WORK," "Cops smell funny," and "Destroy what bores you on sight."
Molly Ditmore, God Complex media adviser, says advertisers are missing an opportunity by not paying more attention to irreverent independent sites. "Webzines have been denied a chance at mainstream eyeballs because they lack the marketing muscle. However, many of the fans of independent content are the same kinds of viewers that portal companies wish they had: dedicated, loyal readers who enthusiastically market for their favorite sites via word of mouth."
One of the primary goals of Webzine '98 is to bring attention to creative alternatives. Robynn Takayama, webmistress for Stop AIDS, said she sees the conference as a way to give people a taste of webzine culture and content and bring them into the fold. "I'm not into the Web because I can get MSNBC or shop Eddie Bauer. I'm into the Web because mainstream American life is a total drag and I need to connect with real people," she said.
Takayama believes that events like Webzine '98 are needed to draw a more diverse group to creative independent sites. Ray agrees and sees the event as an opportunity to counter sites backed by big marketing machines. "By organizing and motivating independent webzine publishers, we hope to remind people that the Web is a tool for all kinds of expression."
