The wonderful world of customer magazines

By Topias Kauhala

The recently appointed commercial director of publishers Highbury House gave MA Magazine Journalism students a valuable insight into customer magazines.

Mark Lonerganís periodicals background is different to many of previous guest speakers. He said: "Iím not actually a journalist, but Iíve always wanted to work in magazines."

He began his career in advertising sales, first with business-to-business magazines and then with IPCís consumer titles. Six years ago he left IPC with Sally OíSullivan to launch new publishing house Cabal Communications, becoming the advertising director of various titles including Front and Real Homes.

Since Cabal became part of Highbury two years ago he has focused on customer magazines. Mark said: "Six of the biggest publications in UK are customer magazines and the trend is growing."

Part of the club

Customer magazines are published in varying ways and for different audiences but, like consumer magazines, they are trying to create a "part of the club" feeling. Their main purposes are to sell products, communicate with customers and build brand loyalty.

In recent years household lifestyle company IKEA has become Highbury Houseís most important client and a challenging job for Mark and his team. They have had to create a concept that is suitable for seven countries and nine different languages, at the same time as the brand of IKEA. "By working in this project Iíve already become an IKEA person," he said.

Highbury Houseís next IKEA project will be to develop a new concept in the Spanish market and, as an exercise in pitching it for real, students from the course have been invited to compile ideas for it ñ a chance for future employees in the industry to flex their creativity after an inspiring lecture from the expert.

More info:
MA Magazine Journalism >

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Magazine directors talk words and pictures >
From Outback to Front of Class >
Liz discusses life as a freelance >

See also:
Highbury House website >

Extra and related information

Our print and broadcast courses are accredited by the The Broadcast Journalism Training Council and the National Council for the Training of Journalists. Our MA Magazine Journalism is accredited by the Periodicals Training Council.