Objectives

This long-established publication no longer engaged with its diverse readership of 35,000 professional musicians. The objective was to reassess the purpose of the magazine, and devise a fresh editorial and design approach to energise and reinvigorate it.

Solution

Using the principles of newsstand publishing to increase its impact and broaden its appeal, Musician now contains a wealth of original journalism - including exclusive artist interviews and high-level photography.

Effectiveness

The new-look magazine elicited an overwhelmingly positive response from members delighted to receive a riveting read rather than a dry trade mag. The magazine has also been feted among its peers, being judged Best Publication at the Trade Union Press & PR Awards 2005.