The art of flowers
Alison and Denis Bradley recognised a gap in the market - no contemporary floral design magazine was being produced in the UK. Two years of research later, the first subscription-based issue was launched in 2001, followed by www.fusionflowers.com.
Fusion Flowers quickly attained a loyal following and back issues sold for a small fortune on eBay. The magazine can now also be purchased at specialist outlets and, in 2006, Fusion Flowers - Weddings magazine was launched too.
But what makes Fusion Flowers a success? "Single-minded determination and the ability to fight against the odds," says Alison. "Plus the use of international contributors, a friendly and helpful approach and som e of the most spectacular, specialised photography available."
Scottish Magazine Awards: Best Magazine (small company) 2005, 2006 & 2008
An ever-present menace
2008 was the Year of the Menace. The Beano, home of Dennis, celebrated its 70th birthday on 30 July - issue number 3443, no less - and DC Thomson invited everyone to the party.
The company also introduced two innovative sales initiatives:
The Beano - 70 Years of Fun - Special Collector’s Edition was a premium one-shot magazine aimed at mature readers, while The Beano Birthday Issue targeted the core readers. Nick Park guest edited and Lorraine Kelly launched a Gnashional Menace Day charity appeal. In short, the nation couldn’t forget it was the Beano’s big 7-Oh!
Scottish Magazine Awards: Sales Initiative of the Year 2008
Putting the case to Parliament
East Kilbride-based KAV Publicity doesn't just publish great magazines - it also keeps an eye on influencing government legislation on behalf of its readers. Here's just one example.
Transport News magazine came up with a campaign for an increase to the 50 mph speed limit for HGVs on the A9 (Perth to Inverness). In May 2008, features editor John Henderson spent two days driving the route in a 7.5 tonner. On day one he limited himself to 40mph on the single carriageways. On day two he raised his speed on these sections to 50mph.
The result was 55 less minutes at the wheel and significantly less overtaking by other drivers, indicating that 50mph gave the truck a safer, more predictable presence on this dangerous road. The upshot? The increase to a 50-mph speed limit will now happen following the Scottish Government's decision to dual-carriage the route.
*KAV Publicity also publishes the highly successful Yachting Life.
Something To Shout About!
Laura Brown, Editor of Shout writes…
"In May 2005, teen magazine Shout had a megastar makeover. We shrank to handbag size, added a glossy polybag, adorned ourselves with a must-have covermount every issue and emerged ready to face the challenging teen sector with forward-thinking content.
Shout's continued success is thanks to the brave editorial decision to give readers exactly what they want every fortnight. Regular focus groups and DC Thomson's Youth Insight Programme give us countless opportunities to listen to the people who really matter - our readers. We respond with an ever-evolving publication.
Shout is a girl's best friend in magazine form. We're glam and gossipy, but we're not afraid to tackle the hard-hitting issues affecting today's teens. It's this potent mix that keeps our readers wanting more, helps us buck downward sales trends and has also led to numerous awards."
Scottish Magazine Awards: Magazine of theYear 2007
Trust them
CMYK has produced Scotland in Trust on behalf of the National Trust for Scotland for over seven years - and seen the circulation of the magazine (and consequently the membership of NTS) grow from 150,000 to 180,000 in that time. "We are hard-wired into what the Trust's aims and ideals are, and by having a direct input into the editorial content of the magazine, we create a readable publication, that over 97% of members actually read and retain," says Director Neil Braidwood. "Our advertising manager works hand-in-hand with the editorial department - an unusual occurrence - but this works extremely well, as revenue continues to climb, even in these uncertain times."
Scottish Magazine Awards: Customer Magazine of the Year 2003 & 2005
Bang the drum
Architecture, law and creative services are the three specialist areas of Glasgow's Carnyx Group.
The Drum is the leading UK magazine to serve the creative industries outside of London. The brand comprises a fortnightly 36,000-circulation magazine, a popular website (www.thedrum.co.uk) and numerous events including the Scottish Advertising Awards.
The Firm, meanwhile, is Scotland's leading independent legal magazine, and tackles key issues from the threat to civil liberties from the anti-terrorism campaign, to concerns about the lack of independence of the Procurator Fiscal Service. The magazine also organises the prestigious Law Awards of Scotland.
The third flagship title is Prospect, the leading journal for the built environment (see www.architecturescotland.co.uk). The publication is particularly well known for The Carbuncles, its annual quest to identify the most dismal place in Scotland!
However, it also places an emphasis on identifying planning and architectural success. It not only runs the Scottish Design Awards, but through its Architecture Scotland Annual, lists the best new buildings in Scotland every year.
Scottish Magazine Awards: Prospect - Best Online Presence 2007,
Best Design B2B 2004
The Farmer's Bible
Alasdair Fletcher, Editor of The Scottish Farmer writes…
"Since 1893, The Scottish Farmer has been at the heart of the farming community, sharing the highs and lows of Scotland's most essential industry.
Regarded by many as 'the farmer's bible', its authoritative reports, photography and advertising continue to be as valuable to the industry today as they were 116 years ago.
As Scottish agriculture has evolved from the horse-drawn plough, to satellite-controlled precision farming, The Scottish Farmer has evolved too. It continues to build multi-media content - hand in hand with its printed edition - supporting a digital edition and fully interactive website, which will be relaunched later this year to continue providing readers and advertisers with a 'best in class' service."
Scottish Magazine Awards: Business and Professional Magazine of the Year, 2004, 2005, 2006 & 2007. Magazine of the Year 2004.
The Planet Ink story
Despite the strengths of the Scottish publishing industry, the current climate is tough for new businesses. Planet Ink is one young publishing company for whom the credit crunch proved too much.
“Three years ago Gerry cassidy and and myself gave up working for Trinity Mirror’s national newspaper division and struck out on our own.
Combining our tabloid reporting and production experience we gave birth to Planet Ink Ltd and set about trying to change the way people perceived publishing. We introduced page-turn digital magazines to sit alongside the traditional printed products, offering users and clients added value.
Our chief beneficiary was ScottishPower, who headhunted us to re-design their staff newspaper ScottishPower News. We reduced its size to tabloid, giving it an edgier, reader-friendly feel and switched from bi-monthly to monthly.
Changes in subbing style, retouching processes and organisation meant the printed edition was delivered at the same time as the digital version, reducing carbon footprint while expanding its audience.
Three issues in and we were shortlisted in four categories for the 2007 Scottish Magazine Awards, winning Staff Magazine of the Year for ScottishPower News. We were shortlisted again last year with Setanta Sports. But as great as awards are, they don’t pay bills and, in the eye of the worldwide credit storm, our fledgling company foundered and went bust in February.
It’s a shame. The team worked so hard to make it happen, the quality of work spoke for itself. And while voted winners in the eyes of our peers, in these tough times, there were none when we shut the doors.
Shaun Milne, Co-Owner/Director,
Planet Ink Ltd [Jan 2006 – Feb 2009]
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