The contract publishing company, BLA, has won the account to
produce English Heritage’s national membership magazine, Heritage
Today.
The win follows a three-way pitch against the incumbent, Redwood
Publishing, and River Publishing.
The magazine, which is sent to 400,000 English Heritage members, wants
to create a more contemporary feel with a cleaner design and a broader
editorial appeal.
Simon Chappell, BLA’s managing director, said: ’The publication will be
more clearly targeted at the range of English Heritage members,
encouraging greater participation in heritage issues.
’The magazine will be the key relationship marketing tool to communicate
with members and increase loyalty to the organisation.’
The title, which runs to 60 pages and is published four times a year,
will be developed to a newsstand quality, with greater emphasis on
interacting with its readers. A new reader reply mechanism is planned
and the children and family section will be expanded.
Chappell said: ’We were picked because of our creative and editorial
expertise, as well as our strategic thinking. When people interact with
the magazine, you listen and react in the following issue.
’We want to build a dialogue with English Heritage members as opposed to
just competitions and one-off types of interaction.’
BLA also produces magazines for Ford, Royal Sun-Alliance, Nationwide and
NatWest.
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