The nonprofit Foundation for a Mindful Society, publisher of Shambhala Sun and Buddhadharma magazines, asked our help in launching a new magazine covering mindfulness for a mainstream audience.
We consulted on content strategy and coached top editors through the creation of a detailed editorial blueprint for the new magazine. We also advised on launch-issue story ideas, recommended writers to work with, and provided feedback on early drafts of articles. In the digital realm, we helped plan and implement an upgrade of the pre-existing website to promote magazine subscriptions, publish selected magazine content, and offer online extras. In addition, we advised on the choice of platform for a digital edition of the magazine.
RESULTS
- Mindful magazine launched successfully in spring of 2013.
- The magazine began with a circulation of 65, 000, primarily in North American. It is expected to grow beyond 100,000 in 2014.
- Following the magazine’s launch and completion of the upgrade of Mindful.org, traffic to the website increased dramatically—sixfold over the same six-month period in the previous year.
- Mindful began selling and distributing a digital edition of the magazine through Zinio.
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