Take a look at your local news stand and there are dozens of glossy, airbrushed and photo shopped models glaring at you wanting you to buy their magazine. Open those pages and you’ll realise that the world these computer-enhanced models live in is far from reality. Many young girls look up to this image of the perfect body; skin, hair, make-up and it can cause self-esteem to plummet. But alas! There is a magazine for young ladies called Indigo that is out to boost self esteem and tackle real life issues like puberty, body image and bullying. Freya Holland is the editor of Indigo and I chatted to her about her career and the publication.

Freya’s first contact with the magazine started with her Mum. She heard about Indigo on the radio and immediately thought it would be something Freya would be interested in. Freya then contacted Leanne (one of the founders of the magazine) and expressed interest. At the time she was working only four days a week and could use her extra working day at Indigo, “I said to Leanne, what can I do to help? I love what you’re doing, I love what it’s doing for girls and I’d really love to be involved.” Leanne then offered for her to look after their media and PR as Freya’s background is in the creative side of advertising before she moved onto the publishing scene. Freya accepted Leanne’s offer and began working one day a week for the magazine. Throughout that time she made the founders aware that she was keen to work on the editorial side of things so she shifted her position to PR officer and the associate editor. She has now been the editor of Indigo since September last year.

The Indigo team consists of journalists, web designers, an advertising coordinator and an administrator.  Contributors use their own time to write and submit content, “We have a number of people that contribute articles. In some issues they might have a couple of articles. In the next issue they might have one or they might not have any. All our contributors are voluntary so it’s really dependant on them and their timing.”

An issue can take around seven weeks to complete however Freya says that issues usually overlap and she’s always working on future ones, “At the moment I’m working on three different issues to varying degrees. So for the issue that’s about to come out in June I’m proofing the creative at the moment and pulling the magazine together. I’m working out the flow of the magazine and making sure everything’s going to fit. At the same time I’m sourcing content for issues nine and ten.”

The Indigo staff all work from home and work loads vary from day to day, “We’ll have a constant stream of e-mails and phone calls and things from our suppliers, our printer or we might have enquiries from schools and e-mails coming through all the time from girls. There’s a certain amount of dealing with our readers and the public. We do a few media interviews and that sort of thing. We also do a lot of business and marketing work.”

As the editor of the magazine Freya does a lot of sourcing for the content and working with other members of the staff, “It’s such a small team so we try and squeeze as much into every day.” Freya’s job isn’t a nine to five; she’s constantly thinking about the magazine and what will go into the next issue, “I find that six evenings out of seven I’m doing something editorially. (In the evenings) I have the headspace to think about the content. We don’t leave work.”

Freya also has to ensure that the magazine is age appropriate and body friendly as it is aimed at girls aged between 10-14 and is distributed to over 900 schools, “We have quite a few different criteria that each and every article submitted has to adhere to. It’s got to be empowering for the girls. If it’s an article about bullying it’s not about scaring them it’s about giving them the tools that they need to be able to deal with the issue that they have.”

The feedback from the media, schools, parents and of course the young girls who read the magazine has been extremely positive, “It’s been really overwhelming. The girls come up to us time and time again and say the magazine makes me feel normal. It’s really a very powerful message…it’s why we do what we do. The parents love the magazine and really see a difference in their girls.”

Airbrushing is out the door at Indigo magazine and this could be one of the reasons why the readers love the monthly publication so much,  “All our photos are just real girls. We don’t airbrush any of them. We think that freckles and glasses, braces and blemishes are all part of growing up and they’re part of being beautiful and unique. That’s why Indigo is such a powerful publication. That’s why when girls open the magazine and flip through the pages they see themselves in the photos of each and every page.”

For Freya the best thing about her job is the feedback she receives from her readers,  “it’s so rewarding getting the feedback from the girls, their support and their love for the publication. Hearing that it’s making a difference to the way girls feel about themselves it’s the best thing.”

The magazine world can be a competitive and difficult one to enter. Freya believes enthusiasm job and a little luck will help you get into the industry, “You’ve got to love it. It’s a difficult industry and it’s hugely demanding…but it’s my passion and my love as well as my job. Take all opportunities that come available, meet different people. If you recognize someone if you’re walking down the street introduce yourself. Talk to strangers as you never know what’s going to happen or who you’re going to meet.”

Freya doesn’t believe the future of the magazine isn’t threatened by the rise of the Internet,  “I think that people sometimes want a tactile magazine that they can hold, that they can flick through or throw on the bed or the floor or whatever.” However the internet does have its place and for Indigo it allows Freya and other members of the team to get in touch with readers in remote areas as well as overseas, “It depends on the content that you want to access and the way you want to access it. I think it’s great that we have the choice and that we can make our own decisions. But I certainly think the print magazine is here to stay.”

Olivia Blackburn

Visit http://www.indigo4girls.com for more information.