Media industry first for Future with digital offer to its magazine buyers

September 5, 2014

Future, the Bath-based media group currently undergoing a major restructuring, has broken new ground in the industry by launching a promotion giving buyers of its print titles a free digital edition.

All issues of its magazines on sale this month will have the option of a free digital edition. No other publisher has attempted to run a promotion like this across its entire print portfolio.

Buyers will be given a redemption code, allowing them to download their free issue. The promotion is being supported by a large marketing campaign, covering all of Future’s editorial and advertising channels as well as its social media platforms.

Last year Future sold 14m magazines, with its best-known brands including T3, Total Film and Xbox: The Official Magazine.

Head of Channel Management for Future, Clair Porteous, said: “This marketing initiative is the first of its kind in the industry. We are generating consumer excitement by a mass appeal promotion which is being pushed across all of our channels. We intend to do more of these in the coming months so watch this space.”

Future’s head of consumer revenues, Paul Layte, added: “Here at Future we are listening to our customers and they tell us that they love our content and love it in both print and digital formats. Therefore we have decided for the first time to combine these as a special promotion for our print customers at no extra cost. This innovative proposition makes the most of Future’s unique assets and gives our customers something extra to say thank you for their loyalty to our brands.”

Future is on track to axe around 200 out of its 900 staff this year to slash costs and re-align the business with changes in the magazine industry.

Earlier this year it sold most of its sport and craft titles to Bristol-based rival Immediate Media for £24m and its auto titles to Kelsey Publishing for up to £2.9m. Further disposals are expected. It has also shaken up its management structure.

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