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London First

Title: Business London
Target: 20,000 members and government officials
Key aim: To improve member communication
Pagination and frequency: 68 pages, B2B quarterly
Format: Perfect bound A4 magazine

London First's testimonial

London First is a business membership organisation that is supported by over 300 of the capital’s major businesses as well as not-for-profit and public sector organisations. Members range from the AA to Lewisham College, to the John Lewis Partnership and British Airways.

Its aim is to promote London to the international community, encourage inward investment and develop strategies to improve the working and living standards of the capital.

London First wanted Atom to produce a magazine that would act as a promotional tool for the city of London, to echo and solidify its aims and strategies.

London First wanted the magazine to be as self-sufficient as possible relying heavily on advertising revenue to subsidise the production costs.

Download a sample page (PDF) from this magazine

Atom addressed the key issues and objectives for London First:

Informative and engaging dialogue with members
To be positioned as authoritative, stylish and successful
A robust editorial and publishing system
Reduced demand on internal resources
To build a financial model based on funding through advertising

Atom produced a high quality 68pp, perfect bound publication to echo
the values of London First. Each issue featured an in depth interview
and shoot with leading figures in the industry such as Martina King (MD of Yahoo! UK and Ireland), Howard Davies, Honor Chapman (chair of the London Development Agency) and Michael Grade (chairman of the national lottery operator, Camelot).

Advertising space was sold to a range of sectors but predominantly in the property sector with marketing for major office and mixed use projects across the capital.

Atom conducted extensive research into the magazine in 2003 to examine the effect the publication had on the London First readership. The research we commissioned was a series of 10-minute interviews by market research agency Prescient.

The research found that the magazine had a high effect on reader’s perception of London First – 45% of the readership had a much more or slightly favourable perception of the organisation.

52% read nearly every issue
78% read the magazine in the office and on average passed the publication to four people – this led to an increase in circulation of 102%