Craft magazine Mollie Makes from Future was launched in an unusual way. First, they spent several months online building up a following and content. This created great craft editorial which was then put into the printed magazine. Growth has been rapid, with subs now close to 10,000, earning them a place on the 2012 Media Pioneers shortlist.
Mollie Makes launched in May 2011 to cater to the growing online community of women who connect and share content exclusively online. This audience share a creative aesthetic which covers many aspects of their lives from interiors and styling to crafting and thrifting.
With the ethos of “Living and loving handmade”, Mollie Makes turns the usual magazine editorial model on its head by sourcing content online, then publishing it in print. By immortalising the best content from the blogging community, Mollie Makes has become an unparalleled resource for craft project ideas and inspiration, and has quickly positioned itself as an aspirational centre piece for this community.
Using Social Media to engage the audience before launch
Future employed a Community Editor to engage with the online craft audience and build a buzz in the months leading up to the launch of Mollie Makes.
This was achieved through a Mollie Makes blog, Twitter account, Facebook page and YouTube channel and meant that before the magazine even hit the shelves, Mollie Makes already had a strong online following and an existing customer base.
The number of people engaging with Mollie Makes online has continued to grow, and Mollie Makes now has over 26,000 Facebook fans and 10,000 Twitter followers.
Mollie Makes also broke Future’s new subscription record, achieving 3,000 subscribers before issue 2 went on sale, with the majority of these subscriptions driven through online channels.
Collectable and timeless content is driving sales
Collating the best content from blogs and websites, Mollie Makes offers inspirational and timeless editorial across a wide range of crafts including sewing, embroidery, crocheting, patchwork and knitting.
A typical project will follow a fashion or theme, showing readers how they can either enhance or embellish an item or create something new from scratch using fantastic fabrics and materials, both old and new. The essence of vintage charm alongside retro cool, combined with today's edgy fashions and designs make Mollie Makes' take on crafting a world away from the average hobbyist title.
This difference is apparent in the readers Mollie Makes is attracting. A recent reader survey (January 2011) revealed a significantly younger audience than traditional craft magazines - almost 50% of readers are under 35 and the average age is 37.
Making a statement in the print edition
Mollie Makes is a world away from a traditional craft magazine. Key to the creative editorial is the beautiful environment in which it sits. The Mollie Makes template includes line drawings, 'handwritten' fonts, original artwork, feminine, scalloped edges and simple, clean layouts. High quality paper stock showcases the design values throughout; the cover is matt stock making Mollie Makes distinct in its market.
As the 'making-do and mending' sensibility of today's climate continues, so does Mollie Makes' success; the magazine has been a phenomenal success so far as subscriptions have hit almost 10,000 in just 10 months and its circulation continues to grow, with issue 10 on track to sell twice as many as the launch issue.
The Media Pioneer Awards recognise innovation and achievement in specialist media. Winners will be announced at the Specialist Media Show on 24 May 2012. To find out more about the 2012 Media Pioneer Awards and how to enter, contact carolyn@thespecialistmediashow.com
The 2012 Media Pioneer Awards are sponsored by Audience Media.
