21/12/05

Square One Publishing was recently awarded Most Effective Consumer Publication (Non-Retail) at the 2005 Association of Publishing Agencies (APA) awards for its groundbreaking magazine LighterLife.

Square One was nominated for an impressive five awards in total, including the prestigious Publishing Agency Of The Year prize. The other nominations were: Most Effective Business To Business Magazine (The Business, for UniChem); Most Effective Internal Publication (Posh, for Privilege); Editor of The Year (Steve McGrath, The Sharp End for The Home Office).

LighterLife launches on to the newsstand on 5 January supported by a £500,000 marketing campaign and will be carried in stores including WHSmith, Tesco and Sainsburys. The APA recognised LighterLife magazine both for its unique take on weight management and for its considerable, proven benefit to the company.

The judges pointed out that “As LighterLife’s only national marketing tool the magazine has directly and predominantly contributed to the company’s amazing growth during 2004. Turnover was up 63 per cent year on year while gross profit was up 58 per cent year on year.” They concluded: "As the primary marketing tool the magazine delivers a balance of brand and business benefits – awareness, recall, engagement and leads, all leading to growth for the client." The number of participating clients on the programme has grown from 2,200 to 4,600 – a 109% increase.

They noted that reader survey statistics support the magazine’s impact, with 98% of respondents reading some or all pages in detail, 97% thinking the magazine is interesting and useful and 93% of respondents find the magazine motivating and inspirational.

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