Skinny Celebrates Continuing Success

A free culture and listings magazine is claiming that a recent 40 per cent increase in its circulation is being reflected in its internet traffic, which it says has considerably more than doubled.

Edinburgh-based The Skinny was launched three years ago and is available in Aberdeen, Dundee, Edinburgh, Glasgow, Stirling and St Andrews. It has just agreed 20 distribution points in the Highlands. According to the Audit Bureau of Circulations, the number of copies being picked up increased from 23,089 in December 2007 to 32,487 12 months later – a leap of 40.7 per cent.

And the magazine is saying the last 12 months has seen its internet traffic increase by 300 per cent.

Says publisher, Sophie Kyle: “Not only are our readership increases bringing in some of our biggest interviews yet – for example, our recent interview with Metallica has attracted thousands of readers from across the globe – but we have made a real difference with new business partnerships over the last year too. Big shout to our readers, we couldn’t be doing this without them.“

Last year, the magazine established media partnerships with a range of festivals in Scotland, including the Edinburgh International Film Festival, the Glasgow Film Festival, and the Edinburgh International Book Festival.

P.S. In a media release announcing the increase in its internet traffic, the magazine has only one Note for Editors, which reads: “The magazine…has built up a devoted following; readers appreciate The Skinny’s independent approach and trusted reviews and previews, though some of them just pick it up ‘cause they fancy the art editor.”

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