Firstly, Dennis Publishing has set up a “new product development division”. Nothing startling there, it’s a surprise that the publisher of Maxim and e-zine Monkey doesn’t have one already. However, it will be looking to develop “sustainable media businesses” rather than magazines, a clear statement of intent as to where the future might lie.

More immediately relevant is The National Magazine Company’s strategy for the tricky issue of magazine marketing. NatMags is to stage a 30 day “celebration of fashion and beauty” next September. It’s an idea the company has implemented in the US and Australia and is designed to attract and immerse consumers in the brand values of NatMags publications and websites. There will be cocktail parties, fashion workshops, makeovers and in-store shopping events all supported by editorial and supplements.

This seems a clever way of reaching out to current and potential readers and of creating opportunities for advertising partners. It’s likely to be more effective than pouring pounds into television campaigns - it has frequently been pointed out that by the time the consumer reaches the newsstand, intent to purchase can easily be swayed by rival magazine covers and promotions.

NatMags is not the first publisher to reach out to its audience via their lifestyle and interests. The Daily Mail Ideal Home Show and its Ski Show spring to mind. Also, two years ago IPC Media’s Nuts signed up as lead sponsor for an exhibition targeting young men at London’s Excel centre called “Weekend at Dave’s.” The exhibition was based on the theme of a fictional young man winning the lottery and showcased cars, music, sport, fashion, technology and other apparent interests of the Loaded generation but doesn’t appear to have been repeated.

However, the NatMags initiative is not a one weekend event and is designed to appeal to more than one interest group among the readership. Possibly the trump card is that it is a concept owned by the publisher. It looks like being a sustained effort drawing on the enthusiasm and insights of a host of titles from Cosmopolitan to Zest, handbag.com to allaboutyou.com and even Men’s Health. If the 30 Days idea can engage and stimulate some brand loyalty and word of mouth then the publisher will have pulled off a trick all too rare at present.