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The challenge
A well-respected monthly magazine that has covered the wholesale industry for nearly three decades, Wholesale News was under threat from other industry titles and risked falling behind in a competitive market.
Licence-owner FWD (Federation of Wholesale Distributors) recognised the trends and identified us as the perfect agency to breathe new life into the brand and re-establish Wholesale News as the place to go for industry insight.
The first hurdle was to engage with wholesalers, industry experts and suppliers to establish Wholesale News as the voice of the sector.
The solution
The first priority was to give the magazine a refresh and we set to work to improve production values and show a clear distinction from what had gone before, and, as an advertising-driven magazine, one that would also offer an attractive platform for advertisers with impactful opportunities across print and digital space.
We came up with an all-new masthead that was much cleaner and injected some colour into the brand. The magazine would now include more professional photography and take a friendlier, more accessible tone. We’d still provide the same advice and insight our readers wanted, but in a style that would encourage more people to pick up the magazine when they receive it each month.
Our research showed that there wasn’t high engagement with Wholesale News’s website and email newsletter, so we gave both of these a facelift to make them more attractive and user-friendly – transferring the magazine’s new style to the online space. We also introduced a digital magazine to increase visibility and readership and provide a strong alternative to print content, while we provided greater video presence elsewhere.
To further engage with the industry, we created three new social media accounts on Twitter, Facebook and LinkedIn – targeting posts and running competitions as part of a social strategy to gather more followers and interactions.
Results
