Andy Williams, Chief Revenue Officer, DC Thomson shares some case studies where the brands truly connected with their target audience through multi-platform magazine media.

Magazines have always been an attractive option for brands looking to connect with their consumers, as they are trusted sources of content with strong audience loyalty as well as being a great platform for creative solutions. Traditionally this has been through print, but continued innovations in digital, social and event activations provide a great opportunity to not only reach wider audiences but to do so in a more targeted way. 

DC Thomson is home to some of the country’s best loved media brands including a magazine portfolio that champions, entertains and brings together a diverse range of communities, from companionship to puzzles, advocacy to golf. Some of our brands have been the voice of their communities for generations, all of them are united with a very clear purpose; to actively support these communities today and into the future.  

Popular long-running brand The People’s Friend worked with Cats Protection to develop a campaign running across print, digital and online touchpoints, highlighting the initiatives of the organisation with a subtle, yet powerful call to action on how readers could support its work. ‘The Friend’ has a highly engaged audience – the campaign ranked highly from a recall and favourability perspective, but crucially, readers felt it was relevant, informative and interesting content tailored for them. 

Golf brand bunkered developed brand campaigns and product launches with partner Callaway across the full calendar year that included everything from gatefold covers, and branding the bunkered newsletter, to sponsorship of award-winning writer Michael McEwan’s column. Digital advertising underpinned by 1st party data and audience insight to develop targeted advertising based on their reading habits ensuring campaigns hit the right users.  Callaway have also come onboard as the headline partner of the bunkered podcast, which has listeners in more than 150 different countries. Two recent live podcasts saw over 1000 fans gather on location at The Open Championship at Royal Troon.

Insights from Think Stylist’s Women at 30 white paper, showed a staggering percentage of women today are feeling under immense pressure to hit ‘traditional’ milestones. Stylist joined forces with Pandora to focus on reasons to celebrate ourselves. Featuring a mix of influencer and audience talent, and backed by audience insight, we showcased unique stories of self-recognition and moments of celebration; it was out with the ‘milestones’ and in with the ‘me-stones’. The campaign has seen multiple elements taking place across 2024, including two hero print executions: a six-page portraiture shoot, and a reversed gatefold cover bringing our insight to life as reimagined Stylist covers – making our ‘me-stones’ the star of the show.

Magazines, through their multi-platform channels, can be a transformative partner in convening conversations, creating content and delivering events that affect positive change. At DC Thomson we’re rooted in these communities with a proud heritage of empowering them and delivering for them, we have the credibility and the influence to make a difference.

If this sounds like the sort of impact you are looking to make, let’s have a conversation:
andy.williams@dcthomson.co.uk