Waterfront magazine, the free publication for Merseyside’s millionaires, has revealed that it is aiming to expand its current edition further in to Cheshire and launch new titles in the North East, the South and, eventually, Scotland.
Waterfront is barely in its infancy, having had only one issue hit the doormats of affluent abodes in the region, but the reaction to the launch has apparently convinced MD Phil Harris that there is a market far beyond the Mersey.
“We’d like to get editions everywhere where there is a waterfront,” he told How-Do. “One day we’ll have it so that if you run a bath there’ll be an issue waiting there for you.”
Jesting aside, Harris appears set on an ambitious expansion programme.
Issue two of the title, which is launched on 28 April, will push out from its Mersey base deep into affluent Cheshire, as it targets new delivery areas of Appleton, Appleton Thorn, Grappenhall, Stockton Heath and Lymm.
Lymm: a new front, by some water
This, says Harris, will “complete the coverage for the North West edition.”
From there plans will start for a North East title – Harris remarked that this should launch before the end of the year – with South West, South East and Scottish editions to follow in due course.
“The reaction to the first issue has shown us that the market is definitely there,” he enthused, “it’s up to us to get out there now and take advantage of that.”
Issue one of Waterfront attracted advertising from clients of the stature of Elegant Resorts, Mark Wilkinson Kitchens and private investment bank Kleinwort Benson. Issue two, he claims, promises more of the same.
“These are big players we’re attracting,” he stated in conclusion, “and that’s down to the quality of the magazine and the targeting of our audience.
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