Magazine Publishing ; Online Information Services ; Other Information Businesses
established in july 2009 this magazine was launched following some very detailed research which suggested that in current times women are cutting back on the purchasing of expensive fashion items but are compensating by maintaining their lifestyle ‘treats’. Focussing primarily on the areas of fashion, health, beauty and nutrition, in just a few issues, this popular women’s lifestyle magazine has become a firm favourite amongst its target audience of high net worth females living in some of the most affluent areas of the south east of england. Published monthly and using the latest geo-mapping technology available, this magazine is distributed free to over twenty five thousand households valued at £500,000 or more, across twelve towns within its fairly tight catchment area. Additional distribution is gained through dispensers in synergistic retail outlets including hair and beauty salons, health clubs and coffee bars. Local and national businesses including some of the most prestigious uk fashion, health, beauty, fitness, clothing and jewellery brands make up the vast majority of its advertising revenue – with many secured on extended campaigns. This publication has very high production values with the high quality photography always associated with women’s lifestyle magazines and can certainly be compared to some of the leading paid for women’s interest magazines on the market. B6 in size and therefore easy for letterbox distribution but also for storing away in a ladies handbag, the magazine is perfect bound and full colour throughout, with a uv gloss to the front cover. It carries a wide ranging mix of editorial contributed by some of the most knowledgeable writers in the sector, national and local advertising, events and lifestyle features. Regular features revolve around fashion, jewellery, health, beauty, nutrition, recipes, horoscopes, crossword and sudoku puzzles, a problem page as well as advertiser funded competitions and special promotional offers. A very popular regular feature is a brief interview with a leading celebrity from showbusiness, fashion or commerce with caprice, suzy amy and patissier chocolatier, william curley, all recent interviewees. Whilst overall editorial control of the magazine resides with one of the owners of the publication, the writing is outsourced to regular freelance contributors. Typesetting, graphics and compilation are also outsourced as is print and distribution. Consequently overheads are kept to an absolute minimum. This is a fast growing publication with an increasingly loyal readership and rapidly growing advertising base. Although it could be regarded to be in its infancy, with advertising revenue of approximately £20,000 per issue, this represents an excellent opportunity to acquire a popular women’s monthly lifestyle magazine – the only regional magazine of its kind - at an early stage in its development but with significant growth and expansion prospects key strengths: this excellent publication is packed full of informative, entertaining and authoritative editorial. Monthly, it is focused on a wide range of lifestyle issues written by specially chosen contributors, all of whom are leading authorities in their chosen profession or industry. Not surprisingly each issue is eagerly anticipated by its readership. The in-depth, well-written articles are presented in a very interesting, accessible format which with very attractive, full colour photography creates a magazine that is an excellent read and of an ideal size for slipping into a handbag for reading at leisure. The distinct usp of this publication however is its unique ability to cost effectively tap into national, regional and even local advertising budgets. This it achieves through the unique nature of its distribution – delivered directly to the households of high net worth, highly ad responsive, females. As a result of its appeal to this highly affluent target audience, this publication is attracting an ever increasing advertising base – with many advertisers signing up and planning for several issues ahead. Able to command full rate card for all advertising, this business is in the enviable position of not needing to discount or offer free advertising just to fill space. So much so that it currently generates the highest yield per page amongst all free distribution magazines in the uk. With low running costs – all major functions except for ad sales are outsourced - the publication returns far better-than-average gross and net profits to its publishers. Key opportunities: with such a strong demand for this publication, combined with a capacity to increase turnover, a new owner contributing fresh ideas, drive and enthusiasm, will have every advantage of building on an excellent platform. Having developed a proven successful formula – a regional, free distribution, lifestyle magazine aimed at affluent females, and with approximately 85% - 90% of content non specific to the area of distribution, this concept is ripe for roll-out throughout other affluent areas of the country. Whilst a web version of the magazine is available, it is currently in the form of an electronic version of the publication – there is therefore scope to develop a true digital version and as with all publishing businesses there is also the opportunity to extend the ‘franchise’ into revenue generating local and regional events - exhibitions and awards ceremonies within specific subject areas including fitness, nutrition, health and beauty, for example as showcases for its local, regional and even national advertisers.
