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Immediate makes paper wrap move - AS featured in printweek

Immediate Media is switching two titles to paper wrapping in the latest publishing move away from polywrap.

Subscriber copies of BBC Countryfile and BBC Wildlife magazines will go out in a paper wrap from the June issue onwards.

BBC Countryfile has 37,439 subscribers out of a total circulation of 44,703; while BBC Wildlife has 24,162 subscribers and an ABC of 30,727.

Both titles publish 13 issues a year.

Paper wrapping is being handled by Mailing & Marketing Solutions in Leeds, which announced a major £1m-plus investment in CMC hybrid wrapping lines at the end of last year.

Immediate Media has partnered with green energy supplier Ecotricity as part of the move, with a sponsorship deal involving Ecotricity branding on the wrap and a subscription offer for people who sign up to its gas or electricity services.

The initial sponsorship deal runs for a year. 

“Readers of those magazines are very closely aligned to the profile of our customers,” an Ecotricity spokesman explained.

The wrap design also features an image of the magazine cover.