The magazine was launched thirteen years ago in 1999 by two local friends, who had a vision to create a publication for Luton and Dunstable that would match those in other major towns and cities, filled with all the latest entertainment news, listings and events. Luton At Large was born, without external investment or financial support. Over the years it has grown organically with the support of its loyal readers and advertisers.
Ian Abrahams and Jeremy Brown developed the magazine and formed a company together, JNB Publishing, an independent Luton-based publishing company which has also grown to not only publish Luton At Large, but also as a full service design agency offering a range of creative design, print and new media services to businesses. From just the two founding partners, JNB Publishing has expanded to a team of seven full time staff and a support team of local contributors and freelancers. Despite the growth of the company beyond a single magazine, Luton & Dunstable at Large remains the foundation of the business.
Ian Abrahams, one of the founding partners says: “The magazine was created to positively promote Luton, Dunstable and the surrounding areas for their diverse range of music, performance, shopping, sport, entertainment and food. Many negative stories, about Luton in particular, were being published at the time and we thought there was a genuine desire for a publication that would promote Luton from within. The market wanted an advertising vehicle that was positive about the town and readers wanted a publication that focused on the positive aspects of what is on offer in the area.
“We began with bi-monthly copies of the first few issues but, in order to keep pace with local developments, we soon realised the need for a regular monthly publication. We wanted to promote the rapidly expanding entertainment market with bars, nightclubs and other venues opening all of the time.”
As contemporary media consumption has changed, the magazine claims to have been the first local publication to use quick reference (QR) codes in the magazine and to have a custom app for iPhone and iPad users. Luton & Dunstable at Large is available as a digital edition online, has over 3,000 fans on Facebook and has a highly active presence on Twitter as part of an integrated approach to readership engagement.
From the success of Luton & Dunstable at Large, JNB Publishing has won several regular contract publishing projects including The Hairdresser, published on behalf of the National Hairdressing Council and the company recently designed and re launched Business Focus, which is produced for the Bedfordshire Chamber of Commerce.
Concludes Ian: “We are genuinely proud of our achievement as many people told us that an entertainment magazine for Luton would not work. Now Luton & Dunstable at Large is recognised as the leading authority on leisure and entertainment related news and events, forming a valuable part of the local media. We acknowledge that our success is only due to the huge support we have received from other local businesses and the loyalty of our readers – both of whom we are so grateful to and would like to say a very big thank you.”
Luton & Dunstable at Large is a free monthly leisure and entertainment guide distributed in over 300 local venues including pubs, restaurants, hotels, libraries, casinos, train stations, retail outlets and cinema.
