Midas launches new digital magazine

The brief: Aeon is a UK-based free digital magazine centred on long-form content relating
to science, culture and ideas. The magazine publishes one fresh article every weekday, written by eloquent and serious writers such as Longitude author Dava Sobel, poet Ruth Padel, and physicist and author David Deutsch. Midas was brought in at an early stage to act as consultants on the development and format of the publication as well as handle the PR for the launch itself.

Strategy and implementation: Three months prior to the launch date, Midas provided a specialist consultancy service to advise on the choice of digital platform, the format, launch timing, marketing and PR for the publication. The PR campaign was designed primarily to recruit readers to Aeon as well as showcase the publication to the industry. Midas advised on messaging, timing and key target media to maximise all opportunities, particularly online, in order to drive traffic to the Aeon website. While the broadsheets and their online versions were identified as the key media, Midas also targeted specialist scientific, environmental, philosophy and cultural publications. At launch, Midas created a dual PR strategy firstly using the publication?s founders for interviews and secondly the magazine?s content and its authors for features. Extracts from long-form articles were offered to the target media, all hotlinked to the Aeon website.

Results: Coverage at launch saw Aeon content placed in the online versions of The Guardian, The Independent on Sunday, The Huffington Post and BBC Radio 4 Media Show as well as specialist publications such as The Spectator, The Ecologist, New Scientist, The Economist and New Statesman. News of the launch of Aeon was carried in all target industry titles including BookBrunch, The Bookseller, We Love This Book, journalism.co.uk and the Press Gazette.