Bauer Media has joined eight other UK publishers to back ‘Magazines. In the World’s Best Interests‘, a new industry campaign led by the Professional Publishers Association (PPA) that invites readers to make time for the things they love.

It’s the first time in ten years that competing publishers have come together behind one campaign to promote magazines at retail. Anthem, Bauer Media, Condé Nast, DC Thomson, Story House Egmont, Future plc, Hearst UK, Immediate and New Scientist have together committed more than £2 million in media value. The UK’s two leading magazine distributors, Frontline and Marketforce, are also working with retailers to strengthen shelf presence where people buy.

The campaign will run in phases over the next 18 months, with creative by London agency, Weirdo.

The idea is simple. Whether your thing is film, music, fashion, fishing or cars, a magazine gives you time with it, uninterrupted, and with the people who care about it as much as you do.

Editors say thank you

In the first wave of the campaign, editors have each written a short, personal thank-you to readers for choosing a printed copy. Each note is in the editor’s own words, for their own readers, and will be featured across more than 200 titles, including TV Choice, MOJO, Today’s Golfer, Country Walking and many more.

Taking it beyond our pages

Throughout October, Bauer Media is also giving the campaign space across its outdoor and audio media, so it reaches people who aren’t already holding a magazine.

Amrit Baidwan, CEO, UK Publishing, Bauer Media, said: “Most of us know what it’s like to lose an hour to a screen and have no idea where it went. A magazine works the other way. You pick it up because you chose to, and you put it down having spent time with something you’re passionate about, be that walking, music, fashion, celebrity or whatever it is you’re into. And time spent on the things you love is never time wasted. That’s why we believe magazines are firmly in the world’s best interests. It’s a message bigger than any one publisher, which is why it matters that the industry is standing together to say it. And because our audiences move fluidly between our print titles, digital platforms, podcasts, events and social channels, we’ll be championing this message loudly and collectively across all the ways readers find our content.”

To see the campaign in action, including notes from our own editors, follow Bauer Media Group and the PPA on LinkedIn.