ToppHälsa's Engaged Readers Mean More Business

Bonnier Tidskrifter title ToppHälsa knows how to give its readers extra value by organizing activities separately from the magazine and its website. Workout vacations are popular: for the fourth year in a row, a row of fully booked planes will be leaving Stockholm and Copenhagen for Monte Gordo in Portugal, where speakers on diet and health have attracted a full house. Not to mention the first ToppLoppet race, which attracted 3,000 runners last fall. Now the trips and events will be pulled together into one concept: ToppHälsa Academy.  

"The idea seems obvious and I've been thinking about it for awhile," says Frida Boisen, editor-in-chief for the magazine and the brains behind the new concept. "ToppHälsa's readers are an extremely active group that love to be challenged and inspired, not just in print but in real life as well. It was an easy decision to pull together everything into one package and invite our advertisers to join as partners and meet our readers."

Creating a relationship with your audience is important for a brand - not least for attracting new partners, says Boisen.

"There is no more effective way of developing a closer relationship to your readers," says Boisen. "On the trips we really get to know them. My goal on every trip is always to learn the name of every traveler and know a little bit of her background. Many of those taking our trips or coming to an event become super loyal ToppHälsa fans, who are happy and thankful for the experience, and in many cases get a kick start for their workouts and diet. Many of them have daily contact with us via our Facebook page. And they come back, for more trips, to ToppLoppet and our lectures. They become ToppHälsa's foremost ambassadors and create enormous good will for the brand."

And a good relationship with readers creates synergies as well, for example in the form of more business and cooperations with advertisers and partners.

"In terms of business, we've created an attractive package and platform for our partners to be seen at all our events," says Boisen. "There's incredible interest in a holistic concept and not just print. Our events have also given us new income. One example is ToppLoppet, where we were sponsored by Intersport, which had never advertised in a Bonnier Tidskrifter title before but now spends a lot."