An accountancy magazine that counts
As one of the world’s largest membership bodies, the Institute of Chartered Accountants in England and Wales (ICAEW) represents over 140,000 people globally. But, in 2011 they noticed that engagement with their monthly magazine, Accountancy, was declining. They decided to act.
They needed to deliver an editorially independent magazine that celebrated the unique position their members hold at the heart of policymaking and business. It needed to serve both practicing accountants and those who have chosen other career paths after qualifying. They challenged us to make it happen.
Proud to be an accountant
Named after their longstanding crest, we launched the new economia magazine in 2012 and it immediately struck a cord with members. It mixes general business content with more technical finance and accountancy information to give readers everything they need, all in one place.
Expert writers make complex topics accessible for the ICAEW’s diverse audience. And, our new design approach has helped create a magazine that members are proud to be seen reading on their daily commute. Just as importantly, our effective commercial model limits costs and means that the ICAEW can do more for its members.
Taking the magazine online
We knew we needed to make this new magazine future proof, so we relaunched the economia website as an interactive, news-led destination. This has opened up their content to an entirely new audience, helping them extend their brand and build their membership.
A magazine for everyone
With a circulation of over 130,000, economia is the UK’s largest monthly business magazine. And with an average read time of almost an hour a month – compared to an industry average of 15 minutes – ICAEW members have clearly taken to the new look and tone.
The new digital channels have helped reach new audiences with 903,000 people visiting the site in 2017, of which half were non-members. And with custom built apps on both iOS and Android, users are now able to get all the great economia content on their phone of choice.
Most importantly, members now have a magazine they can be proud of, with news and insight that they really need.