Seven Squared

Sumptuous new title for Fortnum & Mason

07 February 2007

Fortnum & Mason, the world-famous Piccadilly retailer, has chosen Square One Publishing to create a glossy customer magazine, designed as a flagship for the store and a showcase for its product ranges and services. The premium, 100-page The Fortnum & Mason magazine will be published tri-annually with a circulation of 100,000 and will launch in April 2007.

The publication will introduce readers to the quality, depth, originality and exclusive nature of the store’s product range as well as the people who make Fortnum & Mason the very best. It will be distributed in-store as well as online (retailing at £3.50), and will reward readers through a range of exclusive promotions, while inspiring them with high-quality features and also providing information on the latest products, services and advice. The magazine will also be ABC-audited and incorporate third-party and supplier advertising.

In addition to building a continued relationship with existing customers, the magazine aims to reach out to a new generation of customers, encouraging them to shop either in person or by mail order and online through a combination of editorial and exclusive promotions.

Beverley Aspinall, Managing Director at Fortnum & Mason, said: “We are very excited to be launching The Fortnum & Mason magazine. We believe that it will be a vital tool in communicating our news and in positioning Fortnum & Mason as a true source of inspiration in all things pertaining to food and wine, celebration and entertainment.”

Sean King, a director at Square One Publishing, said: “Fortnum & Mason is a fantastic brand and naturally we are thrilled to be working with them at a time of major change and development. There can be few retailers that lend themselves more perfectly to having a customer magazine and we believe that the Fortnum & Mason magazine is going to have a significant impact on their business.”

Square One Editorial Director Carey Sedgwick added: “While food is at the heart of the business, Fortnum & Mason’s reputation is also deeply rooted in providing the finest gifts, from the most refined to the most unusual. The magazine, therefore, will present a product-driven editorial mix that celebrates the seasonal retail offering at Fortnum & Mason. The magazine will act as a flagship for the store, demonstrating that the brand is urbane, confident and contemporary, as well as authoritative, understated and relevant. It will be a magazine that visitors want to read and keep as an essential resource or memento.”

• See inside the magazine