18 titles from 6 Irish publishers have been added to Readly’s inventory of magazine brands as it promotes its all-you-can-read service to Irish consumers at a price of 9.99 Euros per month – the monthly subscription gives consumers unlimited access to a total inventory of over 2,000 titles.
The publishers involved are Harmonia, Zahra, Match Play, Mediateam, Architecture Ireland and Irish Food. The titles range from mainstream lifestyle brands, such as Irish Tatler, U and Woman’s Way, through to more specialist titles, such as Easy Parenting, Irish Golfer and Irish Farmers Monthly.
The wide-ranging consumer campaign includes an exclusive reader offer in the Irish Daily Mail, digital promotions, as well as partnerships with a major food-service retailer, an airline and a telecomms provider.
Paul Henderson, dmg media Ireland CEO: “dmg media are delighted to be the Irish launch partner for Readly. With a combination of our newspapers - the Irish Daily Mail and the Irish Mail on Sunday - along with our websites - Extra.ie and EVOKE.ie - we have an audience of over a million magazine fans who will love this offer from Readly.”
Consumer spending on magazines in Ireland is currently running at just over 150m Euros a year. According to PwC, 22% of consumer magazine consumption in the country is in digital formats as opposed to print - double the digital penetration for the total EMEA region.
Readly’s move into the Irish market was revealed at this week’s Magfest conference in Dublin, organised by Magazines Ireland.
Grace Aungier, Magazines Ireland Chief Executive: “Ireland has a vibrant and growing domestic magazine industry, full of ideas and creativity. The country also has a pool of sophisticated, tech-savvy consumers who are used to reading across both print and digital platforms. We welcome Readly’s commitment to the Irish market and are confident that their investment will pay off.”
Readly says it is now focusing on international growth. The company was founded in Sweden in 2013, has already built operations in Germany, UK and USA, and is now looking to roll out into other territories. This programme is being spearheaded by the Managing Director of Readly’s UK operation, Ranj Begley, who takes on the additional role of Global Content Director.
Ranj Begley, Readly UK Managing Director: “Having established a presence in a number of territories over the last four years, we have proved two fundamental issues: firstly, that the service really appeals to consumers; and secondly, that our basic business model works for both publishers and us. We now feel ready to put the foot down on the accelerator and expand more quickly. Ireland is the first example of our expansion programme, but we couldn’t have done this without the backing of Ireland’s leading publishers and Magazines Ireland. We thank them all for their support and belief in the Readly service.”
