MEDIA: Matching Hat to simplify finance

Financial publisher Matching Hat is to launch a range of eight to ten financial magazines in partnership with retailer WH Smith over the next two years.

Financial publisher Matching Hat is to launch a range of eight to ten financial magazines in partnership with retailer WH Smith over the next two years.

The magazines will be co-branded and aimed at people in different stages of their lives. They will be designed to deliver financial information in a clear way for people who may find existing literature over-complicated and need simpler advice.

Bharat Sagar, the publisher at Matching Hat, which also publishes Your Mortgage magazine, said: 'The main difference with these magazines is that they will be aimed at people at different lifestages, rather than lifestyles. The idea is to provide the customer with financial information that fits within their lives, rather than saying 'here's a load of financial gobblede-gook, make use of it'.'

Bharat said that he thought the need for the magazines came from an increasingly confused financial market and consumer awareness that it is possible to get important financial decisions wrong.

The magazines are designed to have a four-month shelf-life and among the life stages that will be targeted are: students, people in their first job, people with young families, people with children at college, people planning for retirement, and retired people.

Each magazine will be aimed at an audience described as 'BC1C2 with money to invest but not expertise'. The first will appear in January. It will focus on ISAs and will be aimed at young families.

The magazines will be produced by the same team behind Your Mortgage.

The publications will be overseen by editorial managers Mike Collins and Paula John.

The cost is likely to be pounds 3 and Bharat hopes to sell 20-25,000 of each.



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