SINGAPORE — After last year’s hugely successful inaugural edition, The U Symposium is back to celebrate independent publishing with the founders, editors and creatives of some of the world’s most respected and progressive independent magazines.

Next weekend’s edition of the event, organised by the creators of Underscore magazine and lifestyle broadsheet The U Press over two days at LASALLE College of the Arts, will be no less electrifying after last year’s power line-up, which saw likes of The Gentlewoman editor Penny Martin and Lucky Peach editor Chris Ying holding court.

Apartamento’s art director Omar Sosa and Cherry Bombe’s creative director Claudia Wu will be joined by Cereal editor Rosa Park, who co-founded the cult title in 2012 with her partner Rich Stapleton (the magazine’s creative director).

Cereal, of course, is the popular bi-annual travel and style publication, which also publishes a series of city guidebooks. Distinctive in its simplicity and singular vision, Cereal has struck a chord with readers everywhere for its highly curated content and stunning photography.

“Since the beginning of Cereal, we’ve had a strong readership in Asia, especially in Singapore, so it seems apt that the first Asian conference I’m speaking at is here. It’s wonderful to have this kind of support for independent magazines and publishers,” Park told TODAY in an exclusive interview.

Park estimates that readers from Singapore make up around 10 per cent of the magazine’s readership numbers, which is “quite impressive for a country of Singapore’s size”. Park and Stapleton are responsible for curating all the content of the magazine and guidebooks. Their modus operandi? “Follow what genuinely interests us.”

Said Park: “It is as simple as that. We both travel and read constantly, so we’re lucky to be exposed to so many fantastic people, products and places. I think what all our stories have in common is a focus on things that are really extraordinary in our opinion: People who have a unique point of view that truly stands out on the global stage; products that are of the highest quality, and innovation in design; (and) places that have no or few other similar counterparts.

“It’s about zeroing in on what’s truly special.”

The independent magazine scene certainly appears to be thriving. Fashion intelligence news site Business of Fashion reported last year that The Gentlewoman, a biannual women’s fashion magazine launched in 2010, has a circulation of 96,000. Kinfolk, described by The New York Times as “the Martha Stewart Living of the Portland set”, has its editions translated into Russian, Korean, Japanese and Chinese.

Cereal, which started out as a quarterly, sold out its print run of 3,000 copies for its first volume and is now shifting 40,000 copies — in less than four years.

Park is optimistic this growth will continue. “I suspect many more titles will be launching this year and the next,” she said. “Perhaps in the not-too-distant future, we’ll be seeing as many independent titles as the mainstream ones at newsagents and bookshops.”

Q: Has the success of Cereal surprised you?

A: I think anyone who starts a company begins with two competing mindsets — a resolve to accomplish your set goals and targets, as well as an acceptance and anticipation that things may not go according to plan or to your wishes. This was the case for me. When I launched Cereal, I hoped for the best and worked hard, but I was also fully prepared for it to not perform as well as I wanted it to. That’s not pessimism; it’s being realistic and understanding that things aren’t always within your control. So when Cereal Volume 1 sold out within the month, I was very pleasantly surprised. I’m still surprised with the growth of each issue, but, mainly, I’m grateful.

Q: Starting an indie mag sounds very romantic, but what’s the reality like?

A: The romance comes from the love of print, which isn’t dying but diminishing. The reality is gruelling. But (so are) most things worth having in life. So the way I see it, you might as well work day and night for something you love and believe in.

Q: Any advice for those toying with the idea of starting their own indie mag?

A: There is no such thing as a “perfect product” — you will reach your own version of perfection at some point, but we all need a starting point. Don’t stall and just make sure to get started. Once you’re on the path, you’ll find your way.

Q: Has changing Cereal from a quarterly to a biannual edition last year changed the magazine and its tone?

A: Yes, it has. It has made the title stronger — I believe that 100 per cent. We now have a six-month gestation period between each issue, and it has allowed us to dig deeper, reach higher, strive for better standards.

Q: Why do you think there is such a huge obsession with topics of style, food and travel in this age?

A: I don’t necessarily believe that there is a huge obsession with these topics in our generation and time only — I think these are topics that have always been popular as they intertwine so heavily with our daily lives. After all, it’s fair to say that most of us enjoy taking holidays, eating delicious food, listening to great music, wearing nice clothing, and appreciating interesting art and design. Maybe the reason it appears as though we are focused on these elements more than ever before is the rise of independent titles that give an excellent singular focus on one of these aspects. We now have a plethora of great titles that cover only food, travel or style in a unique way. Once you see that manifested in multiple titles from around the world, it seems as though this is what we are most interested in.

Q: Do you think that images have become more important than words when it comes to content?

A: This is a debate we often have at Cereal HQ. For me, it’s kind of like comparing apples and oranges when you discuss imagery versus words. Gun to my head, words are more important. But that’s because I love the written word more than anything in the world. This is the motivation for why we launched a literary supplement to Cereal. I make sure both imagery and words have equal emphasis and weight. I am the first to acknowledge that we are often celebrated more for our look and imagery than words. But our readers should know we try so hard to strike that balance between imagery and words with each issue.

I think, in some ways — and I say this with trepidation and with a grain of salt — it can be easier to achieve stronger imagery. Because as much as some photographers may hate me for saying this, when you have a stunning subject matter, well, the shoot becomes that much “easier” to make beautiful in a traditional sense — if that’s the look you’re going for. I understand that not every magazine goes for that look, and of course the perspective shifts. But with words, you start with a blank piece of paper and a mind full of thoughts. We all speak, we all “write”, but to tell an amazing story by weaving together words and interjecting it with your voice ... that’s a whole other ball game.

This is not to diminish photographers. Anyone who knows me and has worked with me knows how much I love photography and how much I admire and respect the photographers we work with. But the intellectual challenge that a writer goes through to produce a considered, well-written piece, is something else and that kind of content is harder to create at times.

Q: What else do you hope to do with the magazine and the brand?

A: I hope to establish ourselves as a solid player in the travel publishing world, with our magazine as well as our guidebooks. And I would also love to continue to do the agency work that we do and grow that side of the business in the coming year or so. We’ve been unofficially working as an agency for the last two and a half years and it is great fun. We get to consult for great brands we admire and love, and produce bespoke content for them. It’s a part of our business that is growing at a healthy rate and we are looking to officially announce it later this year. We have so many more exciting print projects — books! — in the pipeline for Cereal as well as something that will be announced this summer.

Q: Lastly, you’re based in Bath, England. What is it about the city that makes it a great place for you to be inspired in doing Cereal?

A: It’s a calm, aesthetically pleasing city — the perfect drop-in to create.

Catch Rosa Park at The U Symposium on March 12 and 13. Tickets are priced at S$180 for the two-day event, available from Peatix. Visit http://theusymposium.com for details.

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3 other things to check out at The U Symposium

1. Find out the ins and outs of launching an indie mag

Check out this three-hour masterclass by Jeremy Leslie, editor and creative director of MagCulture. With 25 years of experience, the author of The Modern Magazine: Visual Journalism In The Digital Era and Independence will delve into topics such as how to launch independent title successfully, distinguishing your title from the crowd and how to manage distribution and sales.

Date: March 14

Time: 10am to 1pm

Tickets at S$280 (for The U Symposium 2016 ticket holders) andS$380 (general entry). Available from http://independence.peatix.com

2. Let’s read and talk

Cosy up with Seb Emina, the editor-in-chief of The Happy Reader (a magazine celebrating books and the joys of reading) at the new Kith Cafe at Millenia Walk. Emina will be joined by Annabelle Fernandez of homegrown magazine retailer Magpie. They will engage in a lively chat about Virginia Woolf’s classic Mrs Dalloway. Of course, food and drinks will be par for the course.

Date: March 14

Time: 6.30pm to 8.30pm

Tickets at $S48 (for The U Symposium 2016 ticket holders) and S$68 (general entry). Includes food and drinks. Available from thehappyreadingclub.peatix.com.

3. Illustrators unite

If you love doodling, drop in at Draw, Drew, Drawing, Drawn. It’s a panel discussion with Polly Glass and Chris Harrison, co-founders of Wrap, a title focusing on the best in contemporary illustration and design; as well as artist Michael Ng, aka Mindflyer of Organisation of Illustrators Council, as they tackle the challenges and issues facing illustrators today.

Date: March 14

Time: 6.30pm to 8.30pm

This event is open to The U Symposium 2016 ticket holders only. More information at wrapxoic.peatix.com