Hunt and Gather launched to the market this week with a test copy that has been distributed predominantly to media and advertising agencies, with a select few finding their way into various boutique outlets throughout the UK.

The quarterly title is the brainchild of editor Amanda Greenwood, a former hair and make-up artist and freelance magazine contributor, who believes the time is right for a highly targeted assault on what has traditionally been a hard market to muscle into.

“If you look at the beauty and fashion market it can be quite intimidating for publishers,” she told How-Do. 

“It’s sewn up by huge companies, with huge amounts of money, producing titles like Vogue.

“We feel there’s a different approach to the sector – one where we can deliver a unique, high-quality visual magazine to a targeted audience; giving advertisers access to consumers and reducing the wastage of unwanted copies hanging around newsstands.”

The launch issue

Greenwood explained that while it will be publicised as a subscription title, Hunt and Gather is also set to be available at “boutique locations” located throughout the UK’s ten biggest cities, including Manchester (where Ampersand is stationed) and Liverpool.

“We’ll see how that balance works in time,” Greenwood noted, explaining that the nationwide distribution would help fuel the momentum of the subs drive, and as such the two channels would sit happily beside one another.

On the subject of launching a free subscription title, from a standing start, she agreed with How-Do’s observation that it was a brave – and expensive – way to enter a new sector.

However, she also restated her belief that advertisers and readers alike would be drawn to a premium quality product that delivered on its promises.

“Yes it is bold, it is a gamble,” she admitted, “but we believe that that gamble will pay off.”

Greenwood stopped short of revealing any of the ‘numbers’ involved in this latest launch for Ampersand – which also publishes free ‘foodie’ title Eat Me – but stated that early feedback from agencies and potential advertisers was “overwhelmingly positive.”

The test issue can now be seen online here.

http://www.huntngather.com/

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Comments (10)

8  By Publisher , on 14-08-2008 10:47 Well, Well. It nice to see that our magazine has caused a debate. I feel that I must get involved to answer a few questions that Oliver has posed.     1st - "the publisher finds out quickly how to please advertisers. " i have a great team at Hunt&ather, and one that I have complete confidence in all aspects.    2nd - Thank you for stating that it is a "great concept", and we are not trying to follow the likes of Grazia, Vogue and others. We are aiming at a very different market, one that is currently populated by titles such as Booklet, 125, 10 and Vs. these often range from £10-£30, which for most of us is a luxury that can't always be afforded. Hunt&Gather allows the reader the opportunity to experience these magazines for free, which coming back to advertisers is a huge USP for us, and one that is being greeted very warmly.    3rd - Please understand what we meant by "gamble" and "brave". To launch any NEW magazine is a gamble and brave, but the fact that we are doing it on our own dime, unlike say, Grazia which launched with well over £10 million in backing, and the fact that we have produced the first one sans-advertising so people can get a feel for the magazine at it's core.    4th - "are people interested in fashion really only interested in picture books?" In short, yes. let me give you an example Oliver. I buy ITALIAN VOGUE, every month, can I speak Itialian? No, so why buy it. Inspiration, and that comes from looking at the pictures. So, "are people interested in fashion really only interested in picture books?" Yes, they are and the high fashion magazines of which we will be keeping company with do the same. After all a picture does speak a thousand words. Hunt&Gather is not for everyone, just the same as many magazines in the marketplace, but the reception we have received, and the amount of subscriptions so far has been proof to us that concept is strong and people love what we are doing.     5th - I have travelled the world and lived in some amazing places, but Manchester has always and will always be home, which is why we have set up base here. And to say that heaping praise on a new magazine that is trying to be different and not just a copycat of all the other lifestyle titles currently occupying the same space is "not the way we do things oop north" fills my heart with dread. There is a reason people say "It is grim up North" I now understand Oliver, that they are not just talking about the weather.    We are very, very proud of Hunt&Gather and I for one am very excited about the upcoming 2nd issue. Report