A poo in every issue: how Dennis Publishing cracked the tween market

This event report examines how Dennis Publishing, an independent UK publisher, successfully launched a version of its The Week magazine to appeal to the tween market.

The Week is a long–running weekly magazine (21 years) that features a selection of British and international news content distilled into 35 pages – or as the slogan has it, what you need to know about everything that matters. "It's a good time to be in news," according to Kerin O'Connor, chief executive of the title.

"Two million people in the UK read our briefing on the EU referendum, on the pros and cons of being in Europe," he told an audience at the PPA Festival, held in London in May 2017. "We've become very powerful at explaining to people...

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