Corporate magazine editing case study
I've edited a fair few magazines over the last 25 or so years, from ad-heavy locals to celebrity-filled glossies. (Jason Donovan once told me to 'rock on' – a proud moment.) I took over editing Venture back in 2022. Four years later, I still get a kick from seeing it land on my doormat each quarter.
“From the very start, Kate demonstrated that she had a vision, aligned to our own, for the direction of our client magazine. She took the time to meet with us, understand our readership, and listened carefully to our brief. As a result, she has refreshed both design and content to give us an improved publication for our clients to enjoy. Her accuracy, attention to detail, and ability to meet our deadlines has impressed us. Venture magazine is an important representation of our company and its values; we are so pleased that it is in Kate’s very capable hands."
Sharon West, Marketing and Charity Events Co-ordinator, Atkins Ferrie Wealth Management
The client
Atkins Ferrie Wealth Management (AFWM) is an independent financial advice company with offices across the South West. Unlike many IFAs, it supports clients of all budgets, from first-time buyers needing a mortgage, to people with multi-million-pound portfolios.
The project
AFWM's quarterly magazine, Venture, is a customer acquisition and retention tool, so it needs to appeal to both existing and potential clients. The previous editor did a great job, but I made some key changes to appeal to a wider audience, including:
​
Introducing a business profile
Business owners are a key target audience, so I wanted to demonstrate that AFWM understands the challenges and rewards of running a company. Recent business profiles include Chococo, South Devon Chilli Farm, Ian Snow and Devon Duvets.
​
Expanding the lifestyle pages
While AFWM helps clients to save and invest wisely, it also wants them to enjoy spending their money, whether that’s by travelling, eating out or taking up a new hobby. So, I’ve extended Venture’s lifestyle content to include regular features, including recipes, shopping and travel. I review a hotel and UK location each issue, and we have book reviews, competitions and features on artists and other makers.
​
Including charity features
AFWM is led by 10 ethical principles and supports many local charities, organisations and events. Through Venture, the company is able to raise awareness of even more good causes. Many of the charities we’ve featured have been recommended by clients or staff members.
​
Click on the links below to read two recent articles:​
​
​
The feedback
Feedback from AFWM and readers has been overwhelmingly positive and I'm regularly told that the magazine rivals paid-for publications. ​
​
“Brilliant to have a magazine to read at leisure & not online. Keep it up.”
“A really thoroughly excellent, well-balanced read once again – one of the best I think.”
"A lovely broad range of topics."
​
"Really enjoyed this edition."