Blog | 14 February 2019

DARE Fit & Healthy hits the newsstand

DARE’s Editorial Director Jo Hoare tells us what made DARE’s Summer Special an outstanding success and why we’re expecting the same with DARE Fit & Healthy.

Ferne McCann – the latest DARE magazine cover star

While the overall newsstand market fell by 5.5% between July and September 2018, the Women’s health and beauty sector remained strong. In fact, other than crafts and needlecraft, it was the only sector to show an increase – up 17.3%.

The sell-out success of the first newsstand DARE, 2018’s Summer Special, proved there was still an appetite for print – you just have to crack the formula. We went into Fit & Healthy with a clear idea of what worked and how to build on it – and knew we’d hit the jackpot when it flew off the shelves.

That formula was cover star of the moment + customer relevant samples + a fun but trustworthy tone of voice that mirrored Superdrug’s big-sister stance on beauty and wellness. This was packaged up with a low-cost but high-impact publicity campaign across Instagram and Instagram Stories.

For Fit & Healthy, Ferne McCann was an obvious cover star choice: 2.2 million Instagram followers; a new mum; her own ITV2 show, plus she was about to launch a fitness DVD that would become a best-seller.

It was important we took a fresh approach to a fitness title. No unobtainable six-packs, expensive and complicated diets or impossible-to-keep-up routines. Instead, this was wellness and health through a beauty lover’s eyes: fashion that would work as well for a Sunday sofa session as it would 60 minutes of spin; sporty-inspired makeup that’d fake a gym glow when the most exercise you’d done all day was blow-dry your hair (definitely cardio, right?) and real-life stories from funny, witty contributors about how they’d made fitness.

All of this brilliant editorial is backed up by an amazing bundle of on-brand samples worth over £12 on newsstands, and £20 in WHSmith, which are bagged with the magazine, making it an out-and-out winner!

DARE Fit & Healthy is out now.

Jack Feeney
Jack Feeney
Digital Editor

Jack is Digital Editor for the River Group. His focus is to come up with compelling digital content ideas and help brands with their social-media strategies. Jack also works in video production and editing.

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