Target Audience
Salon Focus is essential reading for owners and managers of hair and beauty businesses. It is published by the National Hairdressers’ Federation (NHF) and mailed bi-monthly to over 12,000 members.
Like any small, medium-sized enterprise, hair and beauty salons are faced with the costs and complexities of running profitable and efficient businesses.
Salon Focus keeps them up-to-date on the latest financial, legal, employment, energy and environmental issues as well as what’s hot in the world of hairstyling and beauty treatments.
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Creative Challenge
Anyone who has been in a hairdressing salon knows that it is the place to go to browse fabulous, glossy magazines like Vogue and Elle.
Hairdressers and beauty specialists are a discerning audience so we brought together a top-notch publishing team to give Salon Focus a full makeover. The result is a magazine that can cut it with the glossies. The style is clear, crisp and easy to dip into for these busy professionals who are often on their feet all day.
The new-look Salon Focus has broken new ground as the first premium quality magazine in the hair and beauty salon industry.
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Customer Engagement
The magazine positively encourages reader feedback, which provides a primary measure of reader awareness and response to the topicality and value of the content.
In all areas of the magazine, and in particular where issues about, for example, the increase in VAT have been featured, reader response has been very good.
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Business Result
Salon Focus is read by business owners with an estimated £2.5bn combined annual turnover, responsible for annual purchases of more than £350m.
It is a key target audience for advertisers and in July 2010 Salon Focus doubled advertising revenue on the previous issue – the best result ever achieved, bringing in £12,500. NHF seeks to raise the professionalism and commitment of all those working in the hair and beauty industry.
Salon Focus, with its cutting-edge looks and up-to-the-minute features, is the embodiment of these principles.
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