A real page-turner! How insight and creative excellence delivered seven years of publishing success for Unitas Wholesale
Building a digital magazine
With buying power of more than £8.5 billion, Unitas Wholesale is the UK’s largest wholesale services company. Any solution had to be industry-leading.
We created a bi-monthly members’ magazine celebrating the vibrancy of the convenience sector, with tips, news, legislative updates, and a strong recruitment focus for independent retailers.
Our experience in digital publications guided initial concepts, cover styles and potential names. Over the next seven years, annual style and content reviews kept the magazine fresh.
Consistency and quality
A well-defined process ensured each issue was produced to a consistently high quality. First, an editorial meeting reviewed the previous issue. This allowed for the analysis of reading stats gathered through the publication’s digital platform.
We would then discuss content options for the next issue, defining each issue’s overall theme and finalising a page plan before starting a three-pronged production practice…
Copywriting
We researched each article thoroughly, defined key messages, interviewed stakeholders, and worked with our copywriting partner to ensure content was lively, relevant and easy to read.
Design
Our design team created and refreshed style guidelines to attract the widest audience, presenting information engagingly and using the unique capabilities of digital magazines.
Project Management
We liaised regularly with Unitas Wholesale, providing clear updates to maintain trust. Weekly calls kept each issue on track, and our attention to detail ensured delivery on time and on budget.
"Fabulously amazing..."
Over seven years, our work on Today’s Retailer magazine has given Unitas Wholesale a range of benefits.
Advertising income generated a valuable new revenue stream. Member communication was significantly increased, with reading insights enabling us to tailor the content with each issue (for example, peer-to-peer advice was always the most popular).
“I want to thank you all very much for the fabulous job you’ve done on Today’s Retailer. You’ve been a formidable force and have created some great work. “As a team, you’ve been an absolute pleasure to work with… You have all been fabulously amazing and I cannot thank you enough for your help and support.”
Marketing Controller, Unitas
Unitas Wholesale
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