Mole Valley Farmers Members’ Magazine

A new direction for CountryStore Magazine

A full redesign and editorial rethink for Mole Valley Farmers’ members’ magazine was a real delight for us. We’ve long been fans of Mole’s leading rural and agricultural stores and could see that there were opportunities to produce engaging content, and a ‘good read’ that neatly dovetailed products and membership benefits – without feeling like a catalogue.

Working closely with the Mole communications team we managed the full production process. Starting with a wish list of must-read features we got writing, pulling in our most accomplished agricultural, equestrian and gardening writers to provide the expertise. At the same time, we started crafting a new look that would be clean, friendly, smart and provide all of the elements we’d need to communicate the messages and show off the products in a way that would be easy to use and navigate for the reader.

The result is glossy, gorgeous and thoroughly rooted in the countryside that paralleled an increase in membership.

“Our CountryStore magazine is very popular with members and its appeal with the readership grows with every edition. It contains an eclectic mix of articles, product-focused pages and competitions – so something for everyone. The magazine’s circulation now stands at just over 50,000 which is larger than the BBC’s Countryfile magazine.

We work very closely with the wonderful team at Salt Media, who publish this magazine for us. It is their creative flair, design talents and fun approach that have helped make the CountryStore magazine stand out from the crowd.”

Julie Edwards, Communications manager, Mole Valley Farmers

And it wasn’t just the readers and the client that loved the result. The magazine won the 2019 PPA Independent Publisher Membership Publication of the Year Award.

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