Charities urged to make the most of massive growth in women's magazines
Howard Lake | 9 June 2006 | News
Many charities are failing to make the most of the insatiable demand for human interest and celebrity stories in weekly and monthly women’s magazines. At a special PR Forum event in London, organised by the National Council for Voluntary Organisations, charities were urged to promote their causes by working through this rapidly growing medium.
By the end of last year the sale of women’s weekly magazines were pushing 10 million, a rise of over 25% over the last four years. For example, real life title Pick Me Up is selling almost half a million copies a week a mere year after its launch making it the most successful magazine launch for a decade. Deepa Shah, ex-Senior Writer at Closer magazine, said: ‘It’s a thriving market with new weeklies being launched every month and with ever more pages to be filled there are ever more opportunities for those who know how to target it.’
It takes careful planning and a real understanding of the magazine’s readers but as Nicola Ryan, Media & PR Officer for Macmillan Cancer Support, said: ‘If you have people affected by your cause who are willing to be interviewed by women’s magazines, you can get important messages about your charity to these hard to reach audiences.’
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.