What we did for them:

With Welsh Livings’ focus being on appealing to such a specific readership we identified key characteristics to develop detailed profiles of the target audience, with the resulting profiles showing the distinct traits of aspiring, trendy, professionals.

Further developments had to be made to the production values of the magazine. We tried to introduce a more coherent line of communication between the sales team and promotional activities by alerting all staff of the personality and promise of the company’s new brand values. This helped everyone to understand their target readership and lead to a better understanding of the company.

Redesigned, the layout and quality of the magazine now suits the aspirational brand and offers an element of an achievable reality through the strong demonstration of Welsh people, products and local advertisements.

The quality glossy finish to the magazine delivers an added sense of elegance to the experience. The development of new grids with a simple and stylish layout incorporating more white space reflects this also. The cover price now stands out more communicating to the reader that they are buying into a lifestyle opportunity while it also reinforces the idea that the magazine is a dependable resource in lifestyle and self improvement.

The outcome:

The magazine has since secured distribution with a major supermarket and other retail outlets. This progression reflects on the coherent approach and greater understanding that Welsh Living now has of its readership. Autografik and Welsh Livings’ relationship continues with ongoing brand management and consultancy of documents before going to press.