Customer magazine: Varvet
The customer magazine that gets people running
GöteborgsVarvet is the world’s largest half marathon. With 54,000 people now registering, the marathon has reached its capacity. The job of Varvet magazine is to make sure it stays that way. Packed full of useful information, the magazine is delivered twice a year to 75,000 runners.
A customer magazine for, by and about runners
A magazine for people who run the GöteborgsVarvet should naturally be filled with stories about – exactly – people who run the marathon. The stories could be about three teenagers who have switched from the Lilla GöteborgsVarvet kids race to the larger marathon, or about four runners describing their favorite time of year to run and what makes running challenging.
Practical advice for
thousands of runners
If you are going to run GöteborgsVarvet, you’ll need all the tips you can get on how to train, what to eat, and how you should think to improve your performance. This is what Varvet provides. In every issue we explore a subject in-depth to give loads of practical information to runners. All to help them get a better time.
The customer magazine
celebrities love
With traditional marketing it can be both difficult and expensive to get celebrities to participate. But when you call from a magazine, it’s usually not a problem. Actress Sissela Kyle, politician Maria Wetterstrand, and former football player Glenn Strömberg have all been included in Varvet’s stories and interviews.
We’ve proven it:
the customer magazine works
An extensive reader survey of Varvet found that:
• 91% read the magazine regularly.
• 70% read “all” or “nearly all” of the magazine.
• 75% state that the magazine makes them want to run the GöteborgsVarvet.
We have always felt that our client, advertisers and runners/readers like the magazine. Now we know it for sure. Varvet is truly valued by its readers, and gets people to register for the GöteborgsVarvet. Just as we planned!
The customer magazine that
wins the most prizes
It’s not just the runners who like Varvet magazine. The jurors of the Swedish Publishing Award and the Guldbladet custom-publishing awards have made Varvet Sweden’s most award-winning customer magazine. Here are the prizes it has won in recent years:
Customer magazine of the year, for consumers
(Guldbladet, 2006)
Best textual content
(Swedish Publishing Award, 2007)
Best cover
(Guldbladet, 2007)
Customer magazine of the year, for consumers
(Guldbladet 2009)
Best design
(Guldbladet 2010)
A target group in good shape
Advertisers for sportswear, running shoes and nutritional food have found the perfect advertising outlet in Varvet magazine. The magazine is distributed to 75,000 runners twice a year. A third of them are women. Readers have a high level of income, live active lives and consume far above the average. Which is apparent given the given the number of advertisements streaming in. Strong brands like Adidas, Chiquita and Intersport have found their target group. Advertising sales for Varvet are handled by Fronthill Media in cooperation with Tidningskompaniet.
Varvet
Circulation: 75 000 copies. Published: the fall issue comes out when it is time to register for next year’s GöteborgsVarvet. The spring issue comes out a few weeks before the race, confirms the runner’s registration, and provides information about the race. Target group: everyone who has ran the GöteborgsVarvet in the past two years.