Which? takes “unusual” step in redesign

Which? magazine has taken the unconventional step of appointing another publisher to redesign the title.

consumer watchdog approached customer publisher John Brown Citrus in
Autumn 2005 with a brief to revamp Which? to reach a broader audience.

MD Dean Fitzpatrick said it had been a daring decision for Which?: “To
go to another magazine publishing company for a redesign and relaunch,
rather than a design agency, may be unusual but it has absolutely

“As a subscription title, I also think they came to us
because there is a different set of editorial skills involved in
getting readers to open magazines that drop through their doors, in
addition to the usual ones of encouraging readers to pick up magazines
from a newsstand.”

The new format, unveiled in the current May 2006 issue, incorporates a change in size, cover strategy and magazine structure.

first developed a dummy which included a new cover approach and
reordering of the magazine’s content. This went to focus groups before
Christmas, then JBCP worked with Which?’s editorial, design and
research teams to implement the redesign in time for the May launch under new editor Neil Fowler.

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