Removals & Storage Magazine
Research, Branding, Design, Artwork, Budgeting, Print Management, Publishing
The British Association of Removers (BAR) is dedicated to promoting professional excellence in the Removals Industry. They are the recognised voice of the professional moving industry. BAR are at the forefront of developing and maintaining professional standards and services for the benefit of its members and their customers.
As they were approaching the centenary of their foundation BAR felt that their flagship publication was in need of a fresher, more contemporary design. Rubicon Marketing were asked to carry out the magazine makeover and in consultation with the key stakeholders at BAR we assessed the current design and carried out research to establish what was required going forwards.
What we did
We felt that the magazine layout would benefit from less clutter and a reduction in the number of colours within the editorial. These changes enable the reader to reach the key information much more easily without having to trawl through extraneous layers and coloured distractions.
From a reader’s perspective the most notable change we made in the design of the magazine was to the front cover. We knew that we needed to create a template that would work with any type of cover image and be flexible enough to include additional content snippets without making it too busy. Our research demonstrated that whilst the official title of the magazine is ‘Removals and Storage’ most people referred to it simply as R&S. We therefore recommended this shortened title in the initial design proposals and the client choose this rebrand as the preferred route.
Another improvement we made was to reduce the number of font families used, choosing sans serif for headings and serif for the body text. Research shows that a serif font makes the individual letters more distinctive and easier for our brains to recognise quickly. With other fonts the brain has to spend longer identifying the letter because the shape is less distinctive. Thus the magazine is now a much easier read.
In addition we have emphasis through the use of tinted backgrounds, borders and emboldening rather than over-using underlines, bold and italics, which are more detrimental to readability.
Results and Benefits
Rubicon works closely in conjunction with BAR and a partner editorial team to produce the 64 page A4 magazine each month. This magazine is distributed to the whole of the UK removals market, key industry figures across the UK and internationally, as well as policymakers in the UK and European Parliaments.
With the increase in use of online readers we also future-proofed the publication. Before beginning the preliminary designs we ensured that any new proposals could be optimised for digital mediums, as both an e-magazine and as Apps for both IOS and Android platforms. Our licensed software enables us to additionally embed videos, links and animation, which opens up wider advertiser potential and reader enhancement.
We look after the design, artwork, print production, fulfilment and mailing on behalf of BAR, within their set budget. We additionally undertake the advertising sales process for the magazine to offset these revenues against the costs each issue. By both reducing the production costs and increasing the advertising revenues, we have turned the financial fortunes of the magazine around. From being a loss-making publication when we took it over, R&S magazine now not only covers its costs but creates an additional income for the client.
The Client’s View
“Rubicon Marketing has provided BAR with a host of professional and cost-effective marketing services. Their design concepts are creative, contemporary and innovative, and they always deliver on time and within budget. They are reliable, dependable and their friendly team makes them an absolute pleasure to work with.”
Paul Swindon, Company Secretary, British Association of Removers.