Universal Media Co’s craft magazine Homespun is now available in Woolworths, which the special interest publisher says makes it Australia’s most widely sold craft magazine.
Universal Media Co (Umco) is one of Australia’s largest independently owned magazine publishers, producing over 50 B2C titles in addition to B2B magazine brands.
It’s craft title, Homespun magazine, has received extensive ranging in Woolworths to become the only regular Australian craft title available in the supermarket. The magazine will be available in 113 Woolworths stores, which builds on Homespun’s distribution through Coles, newsagents, and independent retailers.
Umco said that Homespun’s success in the competitive supermarket channel dominated by mass-market magazine titles has proven that Homespun is a popular and strong media brand.
Homespun covers patchwork, appliqué, embroidery, crochet, knitting and toy-making inspiration, themes, styles and techniques.
“These 113 high-traffic stores give us access to the diverse Woolworths shopper who is the perfect match for Homespun’s multi-craft and multi-skill editorial,” said Publisher Emma Perera.
“We cannot wait to reach this new reader as well as ensure Homespun is even more accessible to its current readers so they never miss an issue,” continued Emma.
“Work, family and household commitments can all get in the way for even the most die-hard crafter and by placing Homespun in front of readers while they are doing their shopping, we are allowing them to discover the title and simply grab a copy while doing their weekly groceries.”
This significant new audience and readership for the publication will also be highly valuable to Umco’s clients, who will now receive more reach for their marketing spend with Homespun.
Umco said that this news comes on the back of six months of sales and readership growth for the publication.
Audience statistics on the Umco website state that Homespun has a distribution of 68,000 (IPSOS Emma), monthly website traffic of 10,000 users, 11,800 Facebook followers, and 8,500 Instagram followers.
Homespun’s presence in Woolworths begins on 14 September 2020, to coincide with the on-sale date of issue #21.05.