Outside Insight: Our Q&A with Ben Davey, Publisher of HELLO! Fashion Monthly
HELLO! Fashion Monthly has just released its first ABC results - so how did the new title size up? Ben Davey, publisher of the magazine, answers our questions...
- How has the title performed against your expectations?
HELLO! Fashion Monthly has released its first ABC, announcing an impressive 100% UK and Eire actively purchased sales figure of 90,892, and a remarkable 6.7% market share. On the UK newsstand, HFM is ahead of long-established brands including Vogue, InStyle, Tatler and Vanity Fair, firmly establishing itself as a top 10 title within its competitive set (ranking 6th on the newsstand).
- What makes HELLO! Fashion Monthly different from what was already available?
HELLO! Fashion Monthly (HFM) fills a gap in the market. The format is light-weight and compact and offers a low cover price. The magazine is designed to meet the needs of time-poor readers, who are keen to get their fashion fix. Appealing itself to all fashionistas, by mixing high-street and high-end editorial content, HFM is more up-to-date and newsy than traditional monthlies, thanks to its attractive deadline of just 10 days before print, which of course is proving to be of great appeal to brands, PRs and advertisers. HFM champions up and coming starlets, models and style icons, with the likes of Miranda Kerr, Olivia Palermo and Kate Upton gracing its cover, keeping the content fresh, exciting and current for the serious fashion follower.
- Do women really still want print magazines?
Yes. Since its launch last year, HFM has grown the Women’s Lifestyle/Fashion sector, with 61% of its sales coming from consumers new to the market. Three quarters of its readers are either new to the sector, or bought HFM in addition to another magazine, a huge success story for print magazines.* HFM’s 27-year-old parent title HELLO! has also seen impressive results in the latest ABCs. Reinforcing the durability of the brand and its high-quality editorial, HELLO! has outperformed every title in its sector, both period-on-period and year-on-year (UK & Eire actively purchased), despite increased promotional activity from its key competitors. Both magazine brands have clearly represented that with the right offering of high-quality editorial and production, consumers are still showing demand for inspirational content in a print and glossy format. *Source: Nectar.
- What are you offering to advertisers in terms of audience and has this changed from your expectations at all?
The readers of HFM are younger than those of its parent title HELLO!, adding commercial strength and greater reach across our portfolio of cross-platform brands. We have created a new market for advertisers, and have attracted new commercial partners to the business, including leading fashion brands, such as Ralph Lauren and Levi’s.
- What opportunities have you been able to offer for advertisers across the print, mobile and website editions?
The HELLO! and HFM team operate across all platforms, providing a truly integrated approach and one point of access to the HELLO! and HFM universe for our advertisers. Advertising solutions allow advertisers to engage with our consumers as they access quality content across multiple platforms throughout the day and on the move, with over 80% of users accessing our digital offering via mobile or tablet.
- Can you give any examples of particularly effective advertising campaigns run across HFM?
The M&S 2014 Christmas campaign was a perfect example of a seamless partnership weaving together commercial and editorial elements in print and online, to showcase a range of gift ideas and seasonal products in order to drive sales in the run up to Christmas. This campaign was a true editorial partnership which included a promotional page featuring the HFM editorial team, each of whom selected their favourite products from the M&S range which were then featured in a sponsored shoot. On a smaller scale, the Fiorelli pre Christmas campaign was a targeted print led creative solutions and editorial partnership, designed to promote the monogramming in store and launch this Fiorelli range to HFM’s style conscious readers.
- What do you see in the future for HFM?
Since launch, internal figures show that HFM’s circulation has grown by an impressive 28.7% period on period, proving the title is a serious player in its sector – as well as showing it to be a growing brand with a loyal following. We expect to see continued growth in the next ABC period, thanks to its unique selling points and its appeal across both consumer and trade levels. HFM is fast approaching its first birthday, giving the brand and industry another reason to celebrate. HELLO! Fashion Monthly magazine is part of the HELLO! family, and represents a lot of HELLO!’s aspiration and honest brand values, but it has established itself separately on its own as a standalone proposition, which we are very excited about, especially within a challenging industry.