Countryfile Spawns Spin-Off Magazine

The BBC is launching a new magazine based on its Sunday morning television programme, Countryfile.

The forthcoming title, called BBC Countryfile, is set to launch in October, and will be closely linked with the BBC One stalwart, which has broadcast more than 900 episodes.

Produced by its BBC Bristol Magazines unit, the 132-page full-colour glossy magazine will be a practical, people-centric lifestyle magazine covering both country life and green, sustainable living.

The magazine plans to offer readers practical advice on the country, highlighting areas to explore and discover, and displaying the countryside’s breadth and variety. It will be aimed at eco-friendly 34- to 57-year-olds.

The BBC Worldwide board recently approved the magazine, which will publish monthly each year, with an additional special issue. Cavan Scott will be the editor and editorial and sales staff are being recruited.

The new addition to the market will aim to compete with rural titles like Field and Country Life, which has seen a steady decline in its circulation over the past few years. The title now reports a total ABC of 40,408.

Other competitors in the sector include Country Living, which stayed relatively static both year on year and period on period at the last consumer magazine ABCs, posting a circulation of more than 193,000 (see ABC Results Jul-Dec 2006:Highs And Lows In The Home Interest Sector).

“The Countryfile brand is stronger than it has ever been, making this an ideal time to launch into the already thriving market,” said Andy Benham, publishing director.

“There is also a very obvious gap for a title that brings every aspect of country living together, and this is what BBC Countryfile magazine will aim to do, embracing the unquestionable renewed interest in rural life.”

The television programme Countryfile runs for 50 weeks every year on BBC One and attracts an average audience of 2.9 million viewers.

BBC: 020 8743 8000 www.bbc.co.uk