Eden, Lakes and Border City Local Community magazine
Eden Local, the Eden project with a difference
The magazine for everyone is currently posted through doors in the Eden Valley and the Lake District border. Eden Local was first delivered through doors on 15th November 2010. It is fresh and innovative, but laced with tradition, offering Cumbrian businesses an alternative choice in glossy, quality advertising. It’s a look at real Cumbrian life, and gives an insight to its people, its businesses and covers the reality and importance of the local economy. It is delivered free to its residents and businesses and is sold for £1.00 outside of its delivery zone in paper copy. Launched in September 2010 and now one of the highest circulations for a monthly magazine in the county, it has a monthly distribution which has been in excess of 16,500 through doors. More expansion is planned in 2012 to increase the distribution to over 20,000, which is estimated to lead to a readership in excess of 60,000.
The Eden Local community magazine is delivered via Royal Mail and by local Eden Local staff through approximately 16,000 doors, which includes over 14,000 residential addresses and close to 2000 business addresses. These include to those working from home and to small businesses in the Eden Valley and along the Lake District border. In addition to this, over 1,000 copies are distributed via outlets in the Eden Valley. During 2011 and 2012, the first year of publication, Eden Local’s internet readers has attracted close to 400 locations in the UK outside of its base in Penrith and 35 countries. The regular online readership is close to 2000 per month, which is free and includes news postings. From 25th November 2011, it will be linked to local radio, Eden fm www.edenfm.co.uk.
During the World Sheep Dog Trials held just outside Penrith in September 2011, there was a sharp increase in locations, which previously hadn’t visited the site but who were represented at the Trials. Countries like Germany, Brazil, Norway, Sweden and Canada. Based on the success of Eden Local’s audience outside of the county and building on the success of its Eating out in Eden guide, launched in May 2011, the new strategy for Eden Local in attracting more visitors in 2012, will be under the heading of Route 66 England.
Eden Local Ltd is a family business based in Penrith. It is independently owned and not a part of a media group. It is funded by Cumbria based businesses through advertising and sponsorship. Designed and printed in Penrith, it is community focused, drives the local economy and it offers affordable advertising that any business can afford from £25 per month. The content is generally local stories about local businesses, with advertising that reflects seasonal trends and activity.
New for 2012, the magazine distribution has launched a local business directory CA Business, www.cabusiness.co.uk, a local internet based website search and a hard copy directory that is posted to 26,000 doors in the Eden Valley. From £100 per year, which also includes radio advertising, CA Business funds are split between Eden Local costs, with 25% of the subscription going to the Eden FM community radio project www.edenfm.co.uk and 10% going to the Eden Valley Dyslexia Association www.evda.co.uk launching in 2012. Also new for 2012 will be a celebration of the oldest Route 66 in the world www.route66england.com.
