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Digital only magazine launch for David Hall: Total Angling

Total Angling on iPad

DHP has rapidly rolled out its angling print magazines to tablet in the last year, enjoying incremental revenues and new international reach for niche titles.  Plus DHP has just launched a digital-only magazine, Total Angling, opening up a new global distribution channel for the independent publisher, ahead of its larger rivals.

David Hall Publishing (DHP) – one of Europe’s largest independent publishers of fishing and shooting magazines – went ‘live’ on the iPad in April 2011.  Its titles were quickly rolled out across Android too, with seven consumer magazines and three B2B publications soon finding readers across the globe, many from countries where print distribution is simply impractical.

And the success DHP is enjoying has even led to the launch of the company’s first ‘digital-only’ magazine – Total Angling. This is a monthly read for people who enjoy all types of fishing for all types of fish… and it’s only available digitally.  DHP joins the 2012 Media Pioneer Awards shortlist for its innovative tablet publications.


First in sector on iPad and Android: rewarded by £3k a month in new revenues

DHP was the first publisher in its sector to embrace the new media, and the company did it in partnership with Magazine Cloner.

It allowed us to go to market very, very quickly,” said DHP’s managing director, Sean O’Driscoll. “Most of our competitors are still weighing up options but we’re out there and already making sales. Magazine Cloner made the whole thing easy. We’re still finding new things to offer our readers and the steady increase in app business is proof that there’s demand for this type of media and that our readers like the digital offering.”

With revenue growing to more than £3,000 a month, DHP acknowledges that it represents genuine additional profit. “The repurposing of editorial produced initially for the print market means it’s all extra revenue,” continued Sean. “We have been able to embrace the digital platform with no additional investment. It’s tough out there but this new medium has been one bright point in a gloomy economic environment. We are even selling app versions of our trade titles that are actually free in print version and free to view on our website. Plus, it is opening up extra revenue streams for our advertising department”


Niche fly fishing title finds global audience

Interestingly, Total FlyFisher magazine is proving to be DHP’s best-selling app even though it is the company’s smallest-selling print title, and that is down to the global nature of the subject matter. “Fly fishing doesn’t change much wherever you are in the world,” said TFF editor Steve Cullen. “In the UK we use the same rods, reels and lines as American, Australasian and African anglers. Even the trout we fish for are pretty much the same.”

Sean concluded: “Apps will become increasingly important to us as print distribution gets squeezed, and they open up a whole new world for those publishers willing to embrace the concept.”



Belinda Fletcher, Marketing Manager, 01327 315468

For information about DHP, our magazines and great subscription offers
 visit http://www.davidhallpublishing.com


If you think your specialist media business could be a Media Pioneer, please contact carolyn@thespecialistmediashow.com for more details.

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TSMS Pioneer


We are delighted to welcome Audience Media as sponsor of the 2012 Media Pioneer Awards.

Audience Media reflect the values of the Media Pioneer Awards. They provide an innovative and flexible web-based SaaS content management system that publishers can use to create, manage and publish content, advertising and subscriptions across print, web, mobile and tablet, social media and other platforms, and, amongst other capabilities, manage their digital assets and reader data across all channels. Audience Media’s solution is designed to suit the needs of niche publishers and  with low set-up fees (which includes development or redevelopment of the website and apps), it is available on an affordable and all inclusive monthly subscription fee, and can grow as the publishers’ business expands.

Audience Media will offer winners of the Media Pioneers Awards a free project build for one of their brands, which will include the design and build of the CMS, new website, native HTML5 iPad app and a free 3 months trial.

For more information, or to book a personalised online demo, contact cobus.heyl@audiencemedia.com

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