After much consultation throughout 2013, they concluded that the era of unwieldy broadsheets was coming to an end. Also, it has long been clear that there is a gap in the market for a broadly conservative and intellectually stimulating Catholic magazine, say the publishers.
The decision to proceed was sealed at the company’s 2014 AGM. The November 28 issue will be the last broadsheet edition – indeed, the last Catholic Herald newspaper – to roll off the presses.
According to the Catholic Herald, there are many commercial advantages to the new format, in terms of longer shelf life and appeal to advertisers and retailers. The initial response to the idea by readers has been very positive.
All the newspaper's columnists will be making the transition to the magazine, and editor Luke Coppen says he will also be introducing some intriguing new writers.
The magazine will sync with the organisation’s successful website, www.catholicherald.co.uk. Daily breaking news stories will be posted online alongside selected magazine content. The recently relaunched website deploys a paywall, but for the first few weeks, content will be unrestricted to encourage traffic.
Initially, the cover price will be discounted from £2 to £1.50. This means that the thousands of people who buy the Catholic Herald in church every week will see no difference in price. Existing subscription rates will also remain unchanged.
The company will promote a special offer to new readers of 12 issues for only £12. Those who take up this deal will qualify for the discounted annual loyalty rate of £72.
For the first month as a magazine, the print run will be doubled. Thousands of extra promotional copies will be sent to churches, Catholic schools and organisations, and distributed via newsagents. These copies will sell at the discounted rate while the Catholic Herald promotes its "12 for £12" starter subscription.
The Catholic Herald says: “Our market research predicts a steady move from single-copy sales, typically in parishes and newsagents, to more attractive postal subscription offers. Print and online subscription drives will be the main focus of our business.
The increase in price to £2, when it comes into effect in March, will cover print and production costs, and several recent rises in postal rates. There will also be a small increase in subscription rates at the end of March.”
“The move to magazine format is a hugely exciting moment in our 126-year history. But despite the radical upgrading of the product, the promise to our 45,000 weekly readers remains unchanged: to deliver excellent journalism that explains what is really happening in the Catholic Church.”
