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Millennial wellness magazine increases frequency thanks to reader feedback

Universal Media Co (Umco) has increased the frequency of its WILD magazine from biannual to quarterly thanks to positive market feedback. 

In August, Umco announced that it was launching WILD, a wellness magazine for millennials, as part of its new Mindful Media brand. According to the publisher, WILD magazine invites its audience to “live your wild life”. The magazine focuses on content for readers who are “establishing their lives and shaping their futures”, inspired to make decisions for a better life. 

“We are extremely pleased to be upgrading WILD after only two months in the market,” said Publisher Janice Williams. 

“Our own research indicated that this audience was up for a print product that would deliver quality in-mind time. We launched cautiously to test our own theories and the response has been quite overwhelming. This confirms that the millennial market is not only open to print media, but appreciative of design, packaging and print arts in general.”

Ensuring a positive reception 

Umco said that the WILD launch campaign focussed on driving sales through e-Commerce, social media and sampling programs. 

Sampling programs for the publication were run in gyms, yoga studios and co-working spaces attended by millennial women who are hustling up positive futures. 

e-Commerce marketing invited members of the target audience to become foundation subscribers, getting in early on a publication that offers a modern pragmatic approach to positive living.

“Going directly to the audience where they are has been critical in getting the word out about WILD,” said Williams.

“Articles on hype culture, work-from-home, and managing mental health seem to have resonated with the audience of working millennials who often feel under-represented in media,” said Editor Kate Duncan.

New Deputy Editor appointed 

Charlie Hale has been appointed to work with Duncan on WILD magazine as Deputy Editor. Hale will also work across Umco’s WellBeing and EatWell wellness titles. 

Based in Sydney, Hale will focus on developing the voice of WILD, bringing fresh and unique feature ideas to WellBeing, growing WellBeing Media Groups’ social platforms and taking EatWell to the next level. 

Universal Media Co publishes 53 niche magazine brands including special interest and B2B titles. 

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