Pandora launches online magazine with “1 million” readership

Jewellery brand Pandora is set to launch a new digital magazine that aims to reach a readership of more than 1 million people.

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The interactive magazine, which will be available to the 1.6 million members of Pandora’s customer club, will allow readers to share their favourite articles on social networking sites and comment on them.

Pandora says digital customer relations are central to the company’s global marketing strategy, demonstrated by its strong following on Facebook.

The magazine will be published six times a year in four languages and will eventually be adapted to different markets with local content. The editorial will feature behind the scenes insights into the brand, fashion shoots, style tips and Pandora customer stories.

Mikkel Berg, executive marketing director, says: “This magazine rewards our customers’ loyalty and gives new opportunities for them to share their thoughts with each other and the company.

“The dialogue gives us a better understanding of what Pandora customers want, which we can learn from and incorporate into our future plans.”

John Lewis and P&G are among some of the brands to launch digital magazines in recent months.

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