Despite its long print heritage which dates back to 1828, the weekly current affairs title has been building a broad-based digital presence across a range of platforms. The move to Readly is the latest manifestation of that multi-channel strategy.
Readly is a leading digital newsstand, which offers consumers an all-you-can-read subscription with a monthly fee which gives them access to a range of 520 UK magazine brands as well as a growing inventory of international titles. In a drive to make a step change in its audience growth, says the company, Readly cut its UK subscription price from £9.99 to £7.99 per month two weeks ago.
Lucy Childs, The Spectator’s Subscriptions and Marketing Director, said: “Last year saw record growth in the number of subscriptions to the magazine as well as the highest engagement on digital platforms we’ve ever seen. In an intensely competitive media landscape, Readly is an excellent addition to our profile for reaching both the UK and overseas markets.”
The deal brings not only the latest issues, week by week, but also an archive of back issues stretching back two years. Childs: “Readly delivers a new audience to the magazine, who can read the latest editions and dig into our coverage of events in recent years. The Readly service is a great platform, which complements our other activities across the brand.”
Ranj Begley, Readly UK’s Managing Director, said: “Readly thrives on having a vibrant and wide-ranging inventory of magazines and we know from our research, that the News & Current Affairs category is a strong one in attracting first-time users. The arrival of The Spectator adds real weight to our offer. It is a real coup for us to be associated with such a strong international brand.”
Readly’s research shows that consumers value a mix of being able to rely on familiar brands as well as having the freedom to trial new titles in a low risk, low friction environment, says the company. The service extends the reading repertoire of its subscribers. Begley: “We see The Spectator delivering in both areas. It is a known and trusted name. Yet we will also bring the title to a new audience who may know the name, but who have never given it serious consideration in the past. We provide an answer to the publisher challenge of digital discoverability.”
