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London’s ES Magazine goes ‘all in’ on Brand Stories

What's New in Publishing 24 Sep 2020 07:20

Never has the phrase ‘timing is everything’ been so apt. Back in March, London’s Evening Standard newspaper halted the publication of its popular free weekly magazine, ES, with the aim of restoring it in September.

The timing was fortuitous as it coincided with Boris Johnson’s ‘back to work’ initiative in late August which encouraged London’s workers to return to the office, in the process restoring the Evening Standard’s commuter audience.

This week, Boris Johnson lobbed a grenade into the Evening Standard’s plans, swiftly u-turning on his back to work PR drive from a month earlier and advising UK workers to work from home if they could.

The implications for the Evening Standard and ES magazine could be dire. Founded in 1827, the newspaper is a staple of London life but a combination of cratering advertising revenue, digital competition, expensive fixed costs and now Covid-19 have made the title’s position precarious.

Stung by a pre-tax loss of £13.6 million in 2019, and further losses this year, the newspaper made a third of its entire workforce redundant only last month.

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ES magazineEvening StandardBoris JohnsonLondonES
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