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10 years of the Harrods Magazine

We talk to Beth - Creative & Publishing Director who shares her journey with the Harrods magazine...

Why is the magazine so important for our customers and how has it changed over 10 years?

With an audited circulation of 12, the magazine is sent to our Top Tier, Black and Gold Rewards customers; it also has an extensive international distribution to potential new customers. Due to the success of Harrods Magazine, the publishing portfolio has expanded tenfold to include over 20 titles including Harrods Man, Harrods Home & Property, Harrods Times, Harrods Watches & Fine Jewellery and Harrods Children’s Magazine. In addition, we repurpose our content each month for use across all our marketing channels, from supplements to social media, in-store digital screens to windows.

"The magazine has evolved into an award-winning print and digital publication that easily rivals newsstand magazines"

Our magazines appeal to a demographic that expects quality, so we have had to work extremely hard to continually impress them. This means we compete with the country’s best newsstand fashion glossies (55% of our readers also read Vogue) as well as international titles. Impact is key, and, as our knowledge has grown, we are demonstrating that our editorial approach is working for both readers and the business. Our recent research revealed that 94% of readers read their copy within a week; 91% have visited the store having read about a particular product or event (up 11% from last year); and 73% purchase something featured editorially (up 6% from last year).

What have been the highlights? Favourite editorials, interviews etc?

We’ve beamed down “alien models” to major landmarks across London to highlight the coming of Superbrands; we created a pop-up flower world across the magazine and the store during the Chelsea Flower Show; we’ve jumped out of planes, toured London with the Fendirumi, and dived into Icelandic waters to prove that some watches really can survive just about anything… Not to mention the many designers and celebrities we’ve interviewed, including Balmain’s Olivier Rousteing and Valentino’s Pierpaolo Piccioli as well as Elie Saab, Michael Kors, Will.i.am and Mo Farah.

What is it that makes Harrods Magazine so special?

Everyone that works on the publication has a real love for what they do, and strives to make the publication the best it can be. Industry news reports that print is in decline; however, our revenue and readership figures demonstrate that we are bucking this trend. Brands are still supporting our media portfolio, and their desire for editorial coverage remains high. I believe this is down to the talented team we have – not just in publishing, but also across the business. The magazine is supported business-wide, and requires input from every department to make it the success it is.

What are you looking forward to this year?

We launched Harrods Magazine Arabia in November 2016, and I’m excited to watch its progress. Our contact strategy with international customers is where we are focusing our efforts.

Tags: Marketing
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