Benenden relaunches member magazine
19th January 2016
Benenden is starting 2016 with a total revamp of its membership magazine – Be Healthy - produced by its newly retained publisher, Think.
London and Glasgow-based content marketing agency Think have secured a publishing contract following a competitive tender for the magazine, which is sent quarterly to over 350,000 Benenden members by mail and almost 30,000 by email.
The print circulation currently makes the membership magazine the UK’s biggest health and wellbeing title, and the 18th largest magazine in the UK as measured by the Audit Bureau of Circulation (ABC).
Lawrence Christensen, Group Marketing Director at Benenden, said: “Benenden is undergoing a major period of change with new, additional products such as travel and home insurance coming on line, and we’re also changing the way we market to our audiences. This means that the nature of our member magazine needed to be reviewed, including maximising its impact digitally and ensuring content crosses over effectively into other aspects of the marketing mix.
“Our members’ magazine has been published since 2006 in various guises and I’m extremely proud of the issues we have sent to members over the years. A new direction enables us to go further and I’m excited about the possibilities this relaunch brings us.”
Ian McAuliffe Chairman at Think said: “We are delighted to be working with Benenden and look forward to creating a suite of content in print and digital formats which will engage, excite and inspire members. Benenden is a unique organisation, offering world-class private healthcare and a range of complementary services.”
Think secured the Benenden tender on the basis of their strongly demonstrated specialties in publishing magazines, websites and digital content for a wide range of clients including National Trust for Scotland, Zoological Society of London, Great Western Railways, CAMRA and the Royal Photographic Society.
The magazine features healthy living advice, interviews and comment as well as news and information on the latest Benenden services. The first issue includes healthy living tips from Judy Murray, nutritional advice from Sally Bee, and the personal story of how Times columnist Melanie Reid came to terms with life in a wheelchair following a riding accident. The issue also celebrates the work of charity founder Magnus MacFarlane-Barrow and NHS pioneer Sir Muir Grey on his desire to grow old disgracefully.