THE BOOK OF LISTS: The 10 Top customer magazines
campaignlive.co.uk, Monday, 17 December 2001 12:00PM
1. Waitrose Food Illustrated by John Brown Publishing
JBP holds a customer publisher's dream brief from Waitrose - produce a
high-quality food magazine full stop. The title's features are not
restricted to products that can be found in the store and the result is
a magazine that could go head to head with any consumer rival in terms
of editorial value. Add a thoroughly respectable paid-for circulation of
241,228 and this is the template for customer publishing at its
2. Patek Philippe by Forward
The luxury watch brand's magazine is a lesson in elegance and style for
those consumer publishers squabbling over who boasts the best AB1
profile. The design is sophisticated and perfectly balanced and the
subject matter extends far beyond the subject of timepieces to include
features on murals and vintage aircraft and National Geographic-style
3. Marks & Spencer Magazine by Redwood
You can't argue with the readership muscle of M&S's instore title.
According to the latest NRS figures, this is the second most read
women's title in the UK after the all-conquering weekly Take a
4. O by John Brown Publishing
The Orange customer title is an exercise in purposeful graphic design,
with the square format and funky orange layouts echoing the brand values
of the mobile phone operator. The magazine now reaches five million
customers across the UK.
5. Voyager by Mediamark
Bmi's inflight title has frequently been seen as a poor relation to the
expensively redesigned offerings of BA and Virgin Atlantic. Yet its
single issue editorial approach makes a convincing break from the
patchwork coverage of its rivals and offers genuine differentiation from
anything passengers might bring on board.
6. High Life/Business Life by Cedar
As the world's only profit-making inflight magazine - at least up to
September this year - High Life points the way to the future of both
inflight magazines and customer publishing as a whole. The European
business spin-off is one of the most coherent attempts made yet to
capture the attention of the Continent's elite.
7. Safeway Magazine by Redwood
It may have dipped slightly this year, but Safeway's paid-for magazine
boasts the highest circulation of any title in the UK food sector,
beating the free titles of Asda and Somerfield as well as consumer
magazines such as BBC Good Food.
8. HN Magazine by Redwood
Harvey Nichols' customer title shows the power of the sector to drive
sales directly. Forty six per cent of readers have visited the store to
buy an item first seen in the title.
9. Liverpool FC by Haymarket
The Anfield side's official matchday magazine breaks new ground for
football clubs, with pumped-up editorial coverage that can be purchased
across the country on the weekend of home matches.
10. Hotline by John Brown Publishing
Train titles have long been the most disappointing area of customer
publishing in the UK. Virgin Trains' Hotline doesn't solve all the
problems. However, it is still a huge step toward giving the sector the
respectability of its airborne cousin.
This article was first published on campaignlive.co.uk
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