Media: Public Finance magazine has existed for more than 100 years. Informing and influencing the leaders in charge of government spending.
Challenge: To give Public Finance a complete overhaul. Refocusing the magazine in line with research that revealed the audience wanted a deeper understanding of the major issues affecting their industry, while receiving breaking news through CIPFA’s digital channels.
Redactive has been working with CIPFA for over 10 years now. In that time our magazine Public Finance and showcase conference and exhibition have both become regular award winners. As a result the magazine brand is more than a traditional member benefit, it’s become CIPFA’s calling card with the market. From daily news content with a growing audience worldwide to profitable, energised and engaging events – it all reflects well on the Institute.
Solution: Reducing the frequency created a bigger, immersive and more analytical journal with 50% more pages. In-depth ‘content packages’ now replace traditional features. While an educational ‘In Practice’ section serves up snackable portions of CPD topics.
The design is no longer in the dense style of a trade magazine, but more akin to a coffee-table publication. Cleaner and clearer, with bold covers, attention-grabbing illustrations and deep-dive infographic content that makes it easy to digest crucial data.
Results:
More than 90% of respondents believe the redesigned magazine now meets their needs
92% listed Public Finance as a core benefit of CIPFA membership
(Source: Readership survey December 2020)
Recognition:
2021 Memcom Excellence Awards, Best Magazine Relaunch
2021 Association Excellence Awards, Best Association Magazine (circulation <25,000)
2018 Awards Awards, (Silver) Best Launch Event Public Finance Innovation Awards
2017 Memcom Awards, Highly Commended Membership Event of the Year (Annual Conference and Exhibition), Highly Commended Best Website
2017 Association Excellence Awards, Best Magazine