We first worked with British Eventing from 2009 to 2019, when we relaunched the sport’s bi-monthly magazine for its 15,000 members. The aim was to bring a fresh look to the title with better pacing, editorial features, design and a more attractive advertising model. As well as providing a full publishing service for the magazine covering editorial, design, production, advertising sales, print and distribution, we also delivered a digital edition for web and mobile.
The relationship with BE developed to include the monetisation of BE’s monthly e-newsletters, bi-monthly themed e-newsletters and BE’s official website. We also launched British Eventing Life website to be a comprehensive content hub, containing a wide variety of inspirational content for event riders.
Recently, British Eventing returned to the Dialogue stable and they tasked us with reevaluating the financial model introduced by the previous agency and refreshing the design.
With advertising revenue on the magazine falling we took on the challenge of transforming the advertising strategy in a tough market.
The challenge was also to meet the needs of the audience – a wide age range (aged from 12 to 60), varied competing levels (from absolute beginners to Olympic stars) and enthusiasts. The content had to be targeted to a knowledgeable readership in a niche sport.
As well as providing a full publishing service for the magazine covering editorial, design, production, advertising sales, print and distribution, we also needed to deliver a digital edition for web and mobile.
- Art Direction
Issue 1 2024 saw a new look British Eventing Life magazine launched. Advertising was carefully selected to be appropriate for the audience, using our knowledge of the equestrian industry to ensure advertising was well matched. Digital opportunities on British Eventing Life and on e-newsletters helped bolster the advertising and through excellent relationship-building with brands, the magazine can now hold its own.
The content and design were also transformed, with a new training series introduced and articles commissioned with some of the sport’s leading journalists, ensuring a gravity to the content that befits an Olympic sport. British Eventing Life was given a more luxury feel, with carefully chosen fonts and headers, commissioned lifestyle photography and clean, crisp layouts.
Dialogue have not only met, but absolutely exceeded our expectations. The magazine rapidly went through a redesign which, alongside a new advertising strategy, saw it warmly embraced by both advertisers and our membership. They have worked their magic on the magazine making it an interactive and informative read; a real flagship for the sport.”
“I'm already a huge fan of the sport of eventing so to be working on this hugely important member magazine is a delight”
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Dialogue creates award-winning multichannel content that inspires, informs and excites your audience. A team of marketing specialists with skills in print, online platforms, email communications, video creation, digital media and more.