Anthem launches membership schemes on back of major subscription growth

To get 2021 off to a good start, Anthem has launched new membership schemes for its three flagship brands on the back of major subscriptions growth in 2020.

The company has rolled out Colouring Heaven Plus, Vegan Food & Living Plus and Women’s Running Plus, offering members a range of benefits such as unlimited digital edition archive access, discounts with retailers and gyms, and exclusive additional member content – as well as home delivery of the print magazine.

Memberships are the same price as existing subscriptions as Anthem aims to reward and retain the readers that embraced the brands in 2020 and turned to the convenience and security of home delivery during the pandemic, as well as welcoming new members to the much-enhanced offering.

Head of Marketing, Verity Travers explained, “We noticed a change in tone last year when we were communicating with our readers in that they felt part of their magazine and wanted to help it while the shops were shut. We began a more collaborative dialogue with them about how to work together to keep giving them the magazine they love for years to come despite the impacts of Covid. The new membership schemes create a sense of belonging with more reasons to commit to being part of each magazine’s community.”

The membership launch builds on a red-letter year for subscription growth at Anthem, with constant title subscriptions up 32% year-on-year, including growth of as much as 148% on Planet Mindful, and 50-60% on Classic Pop, Colouring Heaven and Vegan Food & Living.

The digital edition archive is provided in partnership with PocketMags, with new member microsites built by ESco, and member discounts and free trials including Move GB, Girls Run the World and cooks&co.