# Three charity magazines launched in first half of 2007

- Link: https://fundraising.co.uk/2007/09/27/three-charity-magazines-launched-first-half-2007/
- Published: 2007-09-27T23:00:00+01:00
- Author: Howard Lake

The customer publishing industry saw over 120 new magazine launches and pitches 
between January and June 2007, according to information collated by the Association
of Publishing Agencies (APA), the representative body for Customer Magazine publishers.
Charity customer magazines accounted for 4% of the new business.
During the first
half of this year the charity sector saw three new business wins and pitches, including
a new magazine for The Medical Foundation for the Care of Victims of Torture and
a relaunched title for Age Concern.

The APA adds that many brands are increasing their expenditure on magazines, such
as ‘extension titles’ like ‘Sky Movies’, ‘Sky Sport’ and ‘Sky Kids’. John Brown 
is also producing a new title for Waitrose, ‘Thirst’, which aims to promote the 
online and mail order service of Waitrose Wine Direct.

Indeed, the APA says that customer magazines are “the second fastest growing channel
behind online”.

## Advertisement

The APA credits some of this new business activity to its own APA ASK, a free, new
business consultancy that it launched earlier this year. It is offered to clients
considering launching a customer magazine, such as the appointment of John Brown
to publish a magazine for Royal Bank of Scotland and Natwest, which will be posted
to over three million customers.

Julia Hutchison, COO, APA said: “We have witnessed a new launch, win or pitch every
day for the last six months. These numbers reflect the recognition of consumer magazines
as a valid and effective tool to reach customers, shareholders and members”.

Emily Travis, Head of Publishing, at Royal Mail, said: “Considering customer magazines
engage readers for an average of 25 minutes it isn’t surprising to find that marketing
directors are committing an ever increasing budget in this sector. They are an extremely
powerful tool for companies looking to convey messages directly to their home or
place of work, if posted.”

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