Skip to: Navigation | Content | Footer


Find your Eureka moment!

James Evelegh's editorial from today's edition of InPubWeekly.

James Evelegh

Posted on: 23 November 2017


Last week’s PPA Customer Direct conference featured a truly uplifting presentation from Bauer’s Lynne Fairburn. The video she played brought a tear to my eye.

Two years ago, her title Country Walking was in dire straits. It was facing its eleventh consecutive ABC decline, its newsstand sale was down 13% and the title faced delisting, subs were at an all-time low and, unsurprisingly, ad revenues were down too.

Cue a crisis meeting. At the meeting, editor Guy Procter started humming the Proclaimers’ ‘I would walk 500 miles’, and … EUREKA!

The title has not looked back since, because from that moment was born the ‘Walk 1000 Miles’ challenge, which has single-handedly transformed the fortunes of the title. The idea, as all the best ones are, is beautifully simple – encourage readers to walk 1,000 miles a year. People would register for the challenge, keep track of their progress, record their miles, share their experiences and celebrate their achievements with fellow walkers. A dynamic fantastically engaged Facebook community has emerged. The magazine is the glue that binds it all together; it publicises and promotes the challenge and covers it extensively.

As a direct result, so far, 27,000 people have signed up and the magazine has gone from about-to-close to growth. According to Lynne, its ABC is up 7%, subs up 31%, commercial revenue up 28% and a range of ‘Walk1000Miles’ merchandise (coffee mugs, t-shirts etc) has generated £20k of profit. The title has got its mojo back.

The lesson is clear. If you can find your own Eureka moment, and engage with your readers at an emotional level, then publishing can be exciting again.

If you want to see that lovely video, click here and scroll down. Just make sure you have tissues to hand.

About James Evelegh
(Details last updated: 21 March 2018)

James Evelegh is the editor of InPublishing. Previous roles have included circulation consultant, group circulation manager at Centaur Media and circulation manager at DMG Trinity.

Tel: 01322 865 984

Email: Send a message to this author


Twitter: @InPublishing

comments powered by Disqus

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.


Events: no longer an add-on

Ciar Byrne
Posted on: 24 July 2018

Pet magazines

Alan Geere
Posted on: 24 July 2018

Building affiliate revenue streams: dos and don’ts

Keith Walker
Posted on: 24 July 2018

Language lessons

Peter Sands
Posted on: 24 July 2018

Musings from my sun lounger

James Evelegh
Posted on: 9 August 2018

How to boost your branded content offer

Graham Hayday
Posted on: 19 July 2018

Paywalls: 7 top tips

Jim Foster
Posted on: 24 July 2018

Off The Page

David Hepworth
Posted on: 24 July 2018

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 19/08/2018 06:42)

Find out more about

Featured job

Chief Executive Officer
Salary: On application
NewstrAid Benevolent Fund
Bishps Stortford

Featured in InPublishing Jobs

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Next Top Tips Webinar

Paid Content Strategies: Q & A

2.30-3.30pm (BST), Monday 17 September 2018

Peter Houston

Webinar sponsored by

Publishing Partners Guide

Guide to paid-content