Scouting Magazine

by Immediate Media Branded Content Client: Scout Assocation

In 2012, the Scout Association appointed us to publish Scouting, their 68-page volunteers’ magazine, in print and online. Our relaunch of the title, which reaches over 100,000 adults, involved creating a new 32-page Get Active! activity supplement, and reorganising content relating to the Scouts’ corporate partners. We also built and populated a new WordPress website to house articles online, and established a dedicated ad sales function for the magazine.

The aim of Scouting magazine is to help Scout leaders and to equip them with ideas for planning meetings and engaging Scouts. It’s also to keep them up to date with the world of Scouting, its practices and its opportunities, to connect them as a community and to retain and recruit volunteers. For them, it is an important point of information on Scouting policy. Since acquiring the contract, we redesigned the magazine and updated the format, along with its accompanying microsite. We also created Get Active!, a new supplement, inserted into every issue, which separates out the practical ‘ideas to try’ content into a pocket-sized format.

This also gives Scouting UK’s corporate partners a voice within the publications. We’ve made the magazine more inclusive by including insight from other volunteers, as well as a debate page, reader recipes and Q&As. We also gave greater exposure to Scouting’s trusted bedfellows through improved Corporate Partner pages and a ‘Your Partnerships’ content section explaining who they are and how these partners benefit Scouting.

We also produce Instant Scouting – a 32-page supplement published twice a year. It’s packed with ideas from Scouting UK’s Corporate Partners, which include the UK Space Agency, 20th Century Fox, B&Q, Ordnance Survey, Sainsbury’s, Halfords and more, all of whom lend their expertise and contribute to interesting projects, games and challenges for young people, providing great association for their brands. This allows a further useful outlet for exposure and involvement from the Scout Association’s Corporate Partners, providing added value to the advertiser and the reader.