CASE STUDY: Dietetics Today
A bit about BDA
The British Dietetic Association (BDA) is the only body in the UK to represent the whole of the dietetic workforce. Registered dieticians are qualified health professionals that diagnose and treat diet and nutrition problems at an individual and public health level. Uniquely, dietitians use the most up to date public health and scientific research on food, health and disease.
They are a trade union and professional body, representing the professional, educational, public and workplace interests of over 8,000 members. Founded in 1936, the BDA are one of the oldest and most experienced dietetic organisations in the world.
Dietetics Today is the official magazine for BDA members. Packed with relevant articles and features about the BDA, nutrition and dietetics, it keeps the reader in touch with the wider membership and profession.
The brief for Dietetics Today magazine
Working with the BDA’s communications team, we review the overall design of the magazine and create recommendations in line with current industry best practice. We were also required to fulfill the advertising requirements and work collaboratively to develop a path of innovation and new ideas to support the BDA’s vision and further engage with members.
Our strategy and solutions
Our aim was to present interesting editorial to tempt the readers in, for example, through the development of a distinctive style of call-to-action icons to increase reader engagement. Overall, the new design appears much lighter, more contemporary and inviting. The biggest priority was to focus on defining the various sections of the magazine, creating a smooth editorial pace and easing the reader journey through the magazine.
Century One Publishing also manage the advertising sales and financial functions, closely targeting specialist advertisers and implementing their campaigns in the magazine, and handling incoming artwork for publication. We are pleased to say that we have smashed all sales targets. The magazine depended on two advertisers for 50% of advertising revenue before we took over, but in the first six months we maintained spend from these two companies but reduced their percentage of total revenue to 38% by introducing several keen new advertisers. This will be an even smaller percentage by the end of the first 12 months.
We also streamlined the production process and reduced the print costs as part of our service. A recent paper upgrade enhanced the sense of quality without affecting the budget. Century One has reinvigorated advertising sales, selling display, recruitment advertisements, and insert campaigns across all a portfolio that includes the printed magazine, website, jobs board and email newsletters, working with high profile brands including SMA, Abbott and Cereal Partners.
As part of our ongoing commitment to keeping the BDA at the forefront of its industry we launched a website dedicated to advertising dietetic jobs which 21% of members signed up for the first month of launching. We are also constantly looking ahead and suggesting enhancements to keep the magazine relevant to members and the mobile-centric digital world.
What do BDA think?
“It’s a pleasure working with Century One on Dietetics Today magazine. The team provides a slick and professional service in all areas such as design, print and advertising. Dietetics Today has been redesigned to the highest standards which our members and staff are extremely pleased with.“
Simret Bassra-Bra, Editor