When we secured the assignment to redesign the Swedish Homeowners Association’s member magazine in 2009, Villaägaren was facing a genuine challenge. The magazine was perceived to be stuck in its ways, bad-tempered and problem-focused. Our first goal was, therefore, to give the title a broader identity. We wanted to create a product that would appeal to women, young people and families, and make them feel at home in the association’s world.
Villaägaren reaches some 300,000 households across Sweden five times a year. Members are a diverse group – from pensioners in the countryside to 25-year-olds in Stockholm’s residential areas. Broadly, the only thing that these diverse groups have in common is that they are homeowners. How do you make content relevant to readers with such contrasting interests and habits? How do you make them feel that the association is speaking to them on an individual level?
Today, Villaägaren has more than one million readers. This unbelievable reach means that on average we have three readers per copy. These numbers are unique for a membership magazine.
How is this possible? By learning about your target audience in detail. So we started to measure every issue and very individual article in Villaägaren. This gave us a clearer image of what the nation’s homeowners need help with and what is important to them. Based on these insights, we started working on creating a more positive, appealing and pragmatic magazine: one where politics, finance, environment, furnishing, garden, renovation, food and DIY tips all had their place.
Today, Villaägaren has more than one million readers. This unbelievable reach means that on average we have three readers per copy. These numbers are unique for a membership magazine – it’s even greater than what most subscription-based titles achieve. But that wasn’t all. Readers now say that the magazine is one of the most important reasons for being a member of the association.
We take this as a clear indicator of our success. That we have developed a magazine that builds loyalty, creates value and really brings out the best about being a homeowner. But above all, that members now perceive Villaägaren to be their own again. Put simply: that we produce a magazine that one million homeowners really benefit from.