how a group of volunteers launched a mag for emerging creatives

Hi Lucia! What exactly is Demure? Hi frankie team! Demure is a Melbourne/Naarm-based online platform (and sometimes physical publication) that encourages the discovery and appreciation of emerging femme, queer and gender-non-conforming creatives.

Our purpose is to subvert the definition of the (now-notorious) word ‘demure’ through promoting experimental and engaging explorations being actioned by young people. As we are sure people now know thanks to TikTok, Demure means “reserved, modest and shy (typically used of a woman),” for example, “a demure young lady”.

How did the magazine start? The mag started as a mere hobby – or passion project – in 2021 during a state-wide lockdown. As well as having a lot more time on our hands back then, this was a time when encouragement and community were very much needed in the young and emerging arts scene. Trying to create and invent with little payback or funding to the arts is such a problem in Australia, and the government’s little response to this during COVID showed a huge neglect.

I had just written a piece of writing that I was super-proud of, but I wasn't sure whether to just share it with friends privately or submit it somewhere. It sort of became a dilemma that I wished a platform existed somewhere between my own private sphere and a full-on official publisher.

I have so many wildly creative and intelligent friends who do amazing things in their own right and often shared a similar predicament when it came to self-promotion in our early 20s (tall poppy syndrome prevails!). A few friends and I decided to make our own platform, starting off by interviewing and collecting submissions. We got such a massive response before we’d even published it – friends quickly spread the word to friends of friends and beyond. The support was really affirming to our cause and the magazine’s popularity took off immediately!

What kind of stories do you publish? The aim of Demure has always been to publish the stories and work of young and emerging creatives. Emerging is the operative word – there are so many magazines for people who are already established, but giving a voice to those who may be unsteady in their practice and looking for a safe place to start is really what we have aimed for. There are always people who are starting out at their craft or haven’t necessarily taken off yet, and so we are glad we can continue to give them a platform that is judgment-free and we do it out of love.

One of the most beautiful things about Demure has been getting the opportunity to publish the work of someone who has never been published, and then watching the ongoing flourishing of their confidence, creativity and career.

You are a self-funded, volunteer-run publication. How does that work? Our team is made up of young writers and graphic designers in early stages of their careers – many with creative degrees or backgrounds. As we are volunteer-run, the expectations of writing and editing contributions are extremely flexible. Our core team has expanded and changed dramatically over the years, but we have a high retention rate of contributors, which is something we are proud of. 

What are your financial goals for the publication? The finance side of Demure has always been a tricky one! Everyone always says “there’s no money in print!” – and they could be right. The reality one must accept when starting out is that you’re going to be dealt a difficult hand financially. Trying to strike the right balance between monetisation, upscaling and sustainability – while remaining authentic – is the age-old dilemma that all creative pursuits face, and I can’t say for sure that we have found the solution! I have a full-time job that assists to fund projects like our print magazines and events before breaking even. It’s extremely reassuring to meet other art-book creators who are all in similar positions and continue to create for the love of print.

What does a typical work week at Demure look like? For me, my role as editor mainly involves managing content from our writing team and delegating submissions. Our semi-frequented group chat is where the team discusses current writing projects, brainstorms ideas and shares the load of co-editing requests.

What kind of research did you do before launching? Honestly, scarce to none! It was all a big learn-as-you-go operation – which was chaotic but lots of fun to experiment with an array of forms, processes and content. Our original team had a background in writing and various creative arts, so it all felt very intuitive at the time. I also had a background in graphic design, so creating the overall aesthetic of the magazine was something I really enjoyed experimenting with. While a lot has changed in almost four years, we have the same logo and core stylistic elements.

What have you learnt about running a magazine? So many important life lessons have come out of this publication – both personally and professionally. The first lesson was the responsibilities one takes on in having a public platform – ensuring wider safety, accuracy and fairness of the content that is shared. Personal opinion has to take a back seat when selecting written work that is for public consumption. Not to overstate the reach of Demure and compare it to ethical debates around social responsibility of larger platforms, but this was something our team learnt extremely early on in publishing particular opinion-based content.

Another lesson learnt is that your readership is your biggest asset. If you make them a core part of your strategy and cultivate them as a community, half the work is done. Demure has a co-design vibe to it, with most content being shaped by our audience, not “us” as a separate entity. It is a magazine that reflects the voices and changes of the contemporary.

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