Media Pack
“Craft, by virtue of their existance, have stories to tell - stories that connect with the consumer in difficult economic times. The humanity of craft is reassuring.� - Hugo Macdonald, design editor of Monocle.
“Craft, as opposed to design or brands, is seen as personal and authentic” - Rosy Greenlees, executive director of the UK’s craft council.
Welcome to Cradle, the hands on
sustainable home and lifestyle magazine. Cradle aims to inspire and educate traditional, back to basic methods in DIY for your home and encourages a greener way of living by understanding consumer spending and considering a products life-span from beginning to end. The name Cradle comes from the term Cradle-to-Cradle (C2C), which embraces a sustainable way of living by recycling and up-cycling old materials to give them a new lease of life. C2C rejects mass production and embraces authentic, hand-made pieces that will stand the test of time. Cradle focuses on making your house a home by embracing the movement of make do and mend; being aware of what materials you already have to reduce waste both in and outside of the home. Cradle will launch at Chelsea Flower Show on the 22nd - 26th May, then again at Hampton Court Flower Show on the 3rd - 6th July. At both events Cradle will run a pop up sewing café run by Grace Butler; illustrator and designer for Cradle magazine. The all day events will encourage people to join in workshops which will educate and inspire DIY solutions outlined in issue one of the magazine. All who have paid entry into the shows will have access to the pop up sewing café run by the Cradle team. Fabrics and materials, five sewing machines, tea and cakes will supplied by both Cradle and the Craft Council, who are the official sponsor for the launch of Cradle. The magazine will be available to purchase at all events for the retail price of £3.00.
Visionaire
Published monthly, Cradle features stories and idea’s to inspire a sustainable and hands on way of living. Each issue will discover and explore independent creatives who are either working in the industry or who craft in their spare time. Cradle works alongside designer and illustrator Grace Butler who illustrates for Cradle Make; a series of hand drawn instructions which will feature in every issue, showing step-bystep guidance for craft ideas around the home. Cradle encourages readers to interact with Cradle Make by uploading their projects onto the Cradle website www.cradlemag.co.uk, a community of crafters and creative ideas will educate, share and inspire.
Cradle is printed onto matt recycled paper, embracing the encouragement to lead a sustainable way of living. Cradle doesn’t force bold colours and texts, with pastel pantones and soft, natural photography, we invite you to explore the magazine. Cradle is clean, pure and not afraid of white spaces, which is what makes it stand out from its competitors
Magazine Format
single page
double page
Single Page 246 x 346mm (bleed) 240 x 340mm (page) Double Page 246 x 686mm (bleed) 240 x 680mm (page)
3mm bleed
3mm bleed
the TwentyTwo +
Readership
graduates
working up the job ladder
renting
Consumers seeking authenticity and desire products that are home-made, rejecting the movement of fast fashion and mass production and reverting to DIY as a result of overconsumption. Due to the economic recession, consumers are cutting back on their disposable income. Cradle magazine is designed to inspire and educate the following demographics who are struggling in the midst of the recession and looking for ways to improve their way of living with an understanding of sustainability.
no money
the Thirty + two incomes
married home owner
children demand
relying on one income
Demographics the FiftyFive + extended pension
Cradle’s readership focuses at a predominantly female demographic, with only 10% of the readership male. The age of the Cradle reader averages at 35. Female: 90% Male: 10%
home owner
little or no income
Age range: 22-75 Average age: 35 benefits
Funding
The launch of Cradle will be sponsored by the Crafts Council which will be taking place between 22nd – 26th May at the Chelsea Flower Show and between the 3rd – 6th July at Hampton Court Flower Show. The Crafts Council will supply funding for Cradle’s position at both shows, as well as five sewing machines and materials needed to run workshops throughout the six day events. Cradle magazine is funded by advertisements. Please see the rate card for information on how much Cradle charge for one month.
Rate Card Size/Position
Advertising Rates
Full single page
£450
Full single page specific position
£500
Page facing editor’s letter/contents
£600
Double page spread
£730
Double page spread specific position
£750
Inside front cover DPS
£750
Inside back cover DPS
£700
Outside back cover
£1,000
Campaign showcare (4 pages)
£1,300
Distribution
Cradle magazine will be available at all WH Smith stores throughout the UK, as well as the following UK stores; Waitrose Sainsburys Tesco Co-operative Morrisons Camden News Labour of Love The Make Lounge Ray Stitch Brixton News (ticket hall) Clapham Books
Tate Modern RD Franks Magma Books Paperchase Waterstones Soho Books The Makery Handmade Brighton
Subscription
A subscription to Cradle costs £30 for a year for twelve issues or £56 for two years with twenty four issues. Subscription is available to apply for on the cradle website www.cradlemag.co.uk, or by sending a cheque to the Cradle head office; Cradle, 74 Greenwich High Road, London, SE10. Every subscriber will receive a Cradle Make box where they will be able to store their cut out Cradle Make craft instructions from each issue. Delivered to the reader with their first issue from subscription, the box will arrive flat packed accompanied with a fold out set of instructions which will instruct on how to build the box.
“Finding the way to sustainability one stitch at a time� - Marcella, Lambkin Toques
“Up-cycling is about making rubbish beautiful” - unknown woman on the train
PHOTOGRAPHY by Rebecca Robyn Spence
Cradle
www.cradlemag.co.uk 74 Greenwich High Road, Greenwich, London, SE10