Weekly women’s magazine The People’s Friend has begun a cross-promotional partnership with Age UK which will see the title cover the charities work in return for it being stocked in the organisations retail outlets.
The People’s Friend will be available to buy in-store from 17 September with a proportion of the cover price going directly to the group; including subsidiaries Age Cymru, Age NI and Age Scotland.
This follows a trial run in 30 of the charities stores in England where the title featured a range of editorial content drawing on Age UK’s expertise in health and finance. It also dedicated its annual Love Darg knitting appeal to the charities.
Age UK head of brand Marianne Hewitt said, “We’re delighted for our network to have been chosen by The People’s Friend as this year’s charity partnership and grateful for donations which will go towards the vital work we do. The People’s Friend readers are a great demographic for us and the partnership gives us an opportunity to reach them with our information and advice but also to seek new supporters and we look forward to seeing all the knitted creations from the Love Darg initiative!”
DC Thomson head of advertising Andrew Williams added, “This is a first for The People’s Friend. To have our magazine stocked nationwide in the charities’ stores is a great chance for us to develop and grow the brand’s audience, as well as reaching out in a different way to our existing readers. It offers an exciting and unique opportunity for advertisers.”