Redan Publishing built an insight-led culture in print.
Redan is the leading independent publisher in the preschool magazine sector, from single-character titles to multi-character magazines. Its team wanted insight to be where new products start, rather than something consulted once the idea already exists.
when the partnership began
the audience every title is built for
a category being reshaped around digital
A category changing faster than its planning cycle
Redan’s titles range from standalone character magazines to multi-character formats, all aimed at preschoolers — an audience whose media habits are being rewritten around them.
The team’s ambition was cultural rather than tactical: to instil an insight-led approach to developing new products, so that decisions about which character, format or title to back began with evidence.
A live read, plus a session built on their questions
Redan became a client in 2019, taking the live data portal and TrendLens reports for a current snapshot of the wider kids marketplace whenever a question came up.
On top of that, a strategy session was tailored directly to their business, working through the kids ecosystem and what it means for planning in an ever-changing print market. The point was to leave the team able to use the data themselves, not to hand over a report.
Evidence at the start of the process
New product development gained a consistent evidence base: which characters and formats hold attention with preschoolers, and how that is shifting.
For a print business competing for attention against screens, the more durable gain is knowing what a magazine is actually being chosen over.
We were really impressed with the breadth and depth of knowledge of everyone at The Insights Family. Not only that, their unique and dynamic approach is to none, providing invaluable insights on emerging trends and the children’s market in general. Thanks to Nick and his team for supplying such a vast, yet user-friendly portal, and for tailoring the strategy session and discussions directly to our business.
Your next title
Start product development with the evidence.
Tell us the audience and the format, and we’ll show you what is holding their attention.