Saponifier is now aimed at hitting a larger demographic market.
NORTH LAKEWOOD, October 15, 2015 – Magazines continually struggle to balance the realities and aspirations of the communities they speak to. Leaning too far one way, too often, can be isolating.
It’s an issue Saponifier has weighed for the last couple years and the magazine reached a decision, officially set to rebrand its title to Making Soap – Cosmetics & Candles starting with its Jan/Feb 2016 issue.
“Fearing the title Saponifier was mysterious to non or novice soapmakers since the average person does not know what saponification is was a deterrent to many artisans interested in making handmade soap, cosmetics and candles,” says Kathy Tarbox, Editor-In-Chief. “Changing the title will work to expand our reach, she says, while also broadening its appeal in a play to attract both readers and advertisers.”
“When Saponifier launched in 1998, it was written exclusively to soap makers. Over the years, we have published many articles on bath & body, cosmetics, candles, perfumery, etc., I feel that the nameSaponifier, which only has to do with soapmaking is holding back growth in readership,” she says. “All of these subject areas under a broader reaching title would drastically expand our reach.”
Expanding Our Reach
“We are already providing the content our market wants to read about – handmade soap, bath and body products and candles make up the magazine, along with content on doing business. Therefore, a name change to better reflect that will appeal to more readers and allow us to reach further,” stated Beth Byrne, Managing Editor. “Rebranding is always challenging to ensure we do not lose our market share, but will be worth the effort in gaining new readers and being instantly understood by the public.”
While subscriptions will continue to be distributed in digital format, print copies will be introduced January 2016 and made available through the website and selected retailers in the USA. Endeavoring to keep the costs low for print readers, the rebranded title, Making Soap – Cosmetics & Candles, will be introduced with a reformatted layout – from landscape to portrait.