Guardian Weekly looks for US subscription growth

by Daniel Farey-Jones,, Brand Republic 22-Oct-04, 07:00

LONDON - The Guardian is stepping up subscription marketing activity as part of an effort to pick up more readers for the US edition of Guardian Weekly, which has been given a redesign.

Guardian Weekly currently has around 10,500 subscribers in the US and sells about 1,300 newsstand copies there priced at $3.95 (£2.20).

The new direct mail campaign, created by Beekman Marketing, carries a subscription offer for six months at $49 and one year at $89.

The newsstand edition has been redesigned so that it sits better next to current affairs magazine like Time. It now has a four-colour wraparound cover with a colour photo on the front.

The interior of the cover is a cartoon by Steve Bell that opens out into an A3 poster. The edition that is mailed out to subscribers remains unchanged.

William Ricketts, publisher of Guardian Weekly, said: "North America is a strong market for Guardian Weekly. We already have a very loyal following and the redesign and relaunch will encourage our readership base to expand."

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