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32 KIDS PRINT MEDIA Prints Charming

The last round of ABCs showed children’s print media escaping the circulation falls seen in other entertainment industries, with high flyers including Moshi Monsters Magazine, Egmont’s Disney titles and Redan’s Fun to Learn Peppa Pig to name a few. Samantha Loveday runs down the names you should know in the kids’ publishing sector…


Redan was established in 1991 and specialises in pre- school and primary girls. It says it is the leading independent publisher for the pre-school mag sector.

CURRENT PORTFOLIO Fun to Learn Peppa Pig is currently number one in the pre-school charts with an ABC of 76,834, followed by Fun to Learn Friends (74,284). In addition, Sparkle World is the best selling magazine in the primary girls sector with an ABC of 66,752. The firm also has FTL Favourites, FTL Ben & Holly, FTL Bag-O-Fun, Peppa Pig Bag-O-Fun and FTL Discovery, plus Sparkle World Bag-O-Fun and Girls & Co.

COMING UP Redan has already launched two new titles this year – Sparkle World Bag-O-Fun and Girls & Co.

ADVERTISING OPTIONS AVAILABLE The firm has the standard ad options such as full- page ads and inserts, while it also offers advertisers the chance to design posters, perforated activities and to sponsor whole workbooks. In addition, Redan has introduced QR codes in print which link through to online content such as sizzlers, trailers or games.

WHY PRINT MAGAZINES? “Magazines have the longest lifespan of all media outlets,” says Julie Jones, Redan’s publishing director. “The advantage that magazines have is that they can be read over and over again and can be referred back to. “Children, especially pre-schoolers, are the one

area of society where online entertainment is still secondary to printed material. Young children may not be able to use a keyboard or follow online instructions, but they can all turn pages and use crayons. Parents are also wary of online content for younger children and encourage the consumption of books ad magazines as a safe and easily monitored learning environment.”

IMMEDIATE MEDIA 020 8433 1200

Immediate Media was created in November 2011 after Exponent Private Equity acquired the magazine business from BBC Worldwide and combined it with specialist publisher Origin Publishing and digital platform, Magicalia. In ABC terms, the firm has a 58.4 per cent share of the pre-school sector.


PORTFOLIO In terms of retail sales, Immediate Media has the biggest three titles in the children’s market – Cbeebies Weekly, Doctor Who Adventures and Girl Talk. Other titles include ITNG, Octonauts, Something Special, Waybuloo, ZingZillas, Top of the Pops and All About Animals among others.


A number of new launches are planned for 2012 including a Mike the Knight magazine.

ADVERTISING OPTIONS AVAILABLE Display, advertorials, loose/bound inserts, covermounts, sponsored supplements, posters, wall/sticker charts, competitions and story books. In pre-school, since January 2011 Immediate has worked with Hasbro, Lego, Tomy, Mattel, Bandai, Character Options, Golden Bear and Spin Master. In the pre-teen category, the firm has a strong

relationship with Crayola, with recent activity including a cross promotion to drive both Girl Talk and the Crayola Catwalk Creations product range. Immediate ran a competition to ‘Be a Crayola Creations Fashion Designer’, asking readers to sketch their own outfit.

WHY PRINT MAGAZINES? Toni Round, MD of Youth & Children’s titles, believes that the kids’ magazine market is still vibrant due to the amount of exciting new brands and innovation. “Magazines offer the reader a very different experience to that of video games and TV and are enjoyed at a very different pace to many other forms of entertainment,” she says. “Parents too are hugely supportive of magazines as they appreciate that this is a medium that encourages children to learn and to interact. Among older children, particularly boys, magazines are supported by parents who see them a good way to encourage their children to read.”


020 7761 3500

Egmont is the UK’s largest specialist children’s publisher for babies to teens, with children reading through over 30 million books, magazines, e-books and apps each year.


In terms of licensed titles, Egmont boasts Ben 10, Disney & Me, Disney Princess, Tinker Bell, Toy Story, Cars, Dora the Explorer, Barbie, Thomas & Friends, Fireman Sam and Bin Weevils in its portfolio. Its own brand range includes We Love Pop, Toxic, Go Girl, Animal Cuties and its All About line, which publishes titles such as All About ZhuZhu Pets and All About Playmobil.

COMING UP The firm’s most recent launch is Thomas Express, which includes activities, two giant posters and gifts.

ADVERTISING OPTIONS AVAILABLE Display space, advertorials, ‘surveytorials’, campaigns, sponsored fashion shoots, tip ons, bookmarks, sampling and covermounts, posters, stickers and contract publishing among others. It has worked with several toy firms recently.


“Unlike other mediums, magazines are actively purchased and involve personal interaction, making any ads within the magazine a direct conversation with the targeted reader and, therefore, considerably more effective,” says David Riley, MD of Egmont Publishing Group. “Children consume media in all its forms, they do not compartmentalise like adults. Therefore, as long as magazines package and offer engaging and entertaining content, and, of course, the very important gift, they will remain relevant in a child’s world. “Our ongoing research and work with schools helps us keep up to speed with how children are thinking and what they want from their magazines.”

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