Launched in September 2012, The Simple Things now has a brand reach of over 110,000 and occupies a unique position in the magazine market, says Iceberg Press. It will be the company’s first magazine brand.
Iceberg Press was co-founded in 2014 by three friends and colleagues – Lisa Sykes, Guy Foreman and David Parker – who have more than 60 years publishing expertise between them on magazine brands both big and small, including Country Living, Good Housekeeping, House Beautiful, Prima and Coast.
Co-founder David Parker, says: “We are proudly independent and promise to put the reader at the heart of everything we do. The world of magazines has never been more vibrant and innovative, but you would not know it from the average newsstand today. We aim to bridge a gap, bringing the spirit and creativity of the independent publishing scene to a wider audience, using the skills and knowledge we have gained working for some of the world’s biggest publishing companies.”
According to the publishers, The Simple Things is about ‘taking time to live well’ aimed at 30-50 year old women who want to slow down occasionally, simplify their life and remember what matters most. It covers eating, growing, making, living, escaping and wellbeing for the cookbook generation. The readers are mindful consumers who like to feed their friends and family well, learn something new, like the outdoors and enjoy the satisfaction of a job well done.
The Simple Things Editor and co-founder of Iceberg Press, Lisa Sykes, says: “The Simple Things’ time is now. We are talking to middle class mindful women who are disenchanted with celebrity and beauty-obsessed women’s magazines. There’s nothing else reaching to them at the moment. Our tone and style are younger, cooler and cleverer, speaking to our readers with wit, intelligence and substance. We deliver a beautiful, interesting print magazine each month and engage our audience on digital and social channels that are growing rapidly. But the most important thing about us is that we take the pressure off. You’ll only find ‘could do’, not ‘to do’ lists in The Simple Things. We like to think of it as a handbook for happiness.”
In the two years since launch, The Simple Things has achieved good listings in the newstrade, a growing subscriber base, healthy export sales, and advertising is showing significant growth year on year. It has also licensed two international editions in Germany and France and the brand’s digital footprint is outperforming its competitors, says Iceberg.
The opportunity for Iceberg Press is to build on this business base.
Co-founder, Guy Foreman says: “We think the potential for this brand is huge. From events to branded products, there are many areas in which we can celebrate The Simple Things. We called our company Iceberg because the niche is just the tip, there’s a whole world underneath and that’s what we can’t wait to explore.”
Iceberg Press wants to ensure everyone who engages with the brand feels part of the audience, not merely a customer. “Print is the original paid community,” says Lisa Sykes. “And it is still the best way to publish a magazine; tactile, portable, beautiful, always accessible. But print is only one editorial element, so we have largely abandoned the conventional hierarchy of magazines, instead recruiting experienced, mainly part-time, editors and designers who are commissioning, curating and presenting stories across the best platforms. And it is working. Our brand engagement is growing rapidly as The Simple Things community builds.”
