Balance Magazine Doubles Down On Credible Approach To Wellness

LONDON, United Kingdom — Free wellness magazine BALANCE has unveiled a new look to better target millennial commuters searching for a credible approach to wellness.

According to the publication, the aim is to arm a generation faced with challenges unlike any other before them, with the tools needed to make better-informed lifestyle choices when it comes to their work, mental and physical health, daily habits and nutrition.

“Audiences don’t know who to trust: they’re crying out for credible, yet approachable advice – and brands want to align themselves with trusted media partners,” commented Editor and Founder, Sophie Scott.

“As a brand, we have a very clear purpose and our aim is never to be preachy or alienate our audience. We are all about building a community –  offline as well as online – and firmly believe that wellness should be accessible for all.”

The redesign will enable the publication to more effectively communicate those values, as well as provide readers with greater interactivity and engagement.

Launched in April 2016, BALANCE has spent the last three years cultivating a community by delivering mindful content to Londoners. Over 200,000 copies of its print magazine are given out each month, with its digital monthly reach surpassing 1 million.

Read More: New Magazine Balance Targets Londoners With Wellness-Focused Content

“Over that time, BALANCE has evolved into a multi-platform media brand, providing its community with inspiring daily digital content, as well as curated brand experiences and live events,” Scott told Welltodo.

Most recently the company launched a series of weekly podcasts featuring guests such as Fearne Cotton, Ricky Gervais and Kriss Akabusi, which will allow the brand to build a wider audience, across multiple platforms.

However, according to Scott, investing and building on digital and events growth is a short term focus. In the long term, she plans on moving into e-commerce and exploring merchandise opportunities, as well as licensing the brand to other cities, nationwide and overseas.

“Our main aim is to build a global, highly engaged community of like-minded individuals committed to making the world a happier, healthier and more mindful place,” she revealed.

“We are all about building a community – offline as well as online – and firmly believe that wellness should be accessible for all.”

With the wellness industry continuing to suffer from trust issues, finding ways to connect with consumers on a more intimate and authentic level has become more important for brands than ever. By rethinking the way it communicates with its audience and by taking a clear stance on credibility, BALANCE hopes to sidestep the scepticism, and cultivate longevity is the face of increased pressure.