Future's new magazine looks to the simple life
It's known for keeping enthusiasts up to date with the latest in cutting-edge technology.
With titles targeting computer specialists, games fanatics and photographers, Bath-based Future Publishing is in the vanguard of coverage of the technicalities of 21st century life.
But the magazine and website firm has this week expanded further into the lifestyle market with the launch of its latest title, The Simple Things.
Aimed at 30-something women desperate to get back to basic skills such as baking, gardening and knitting, the magazine is the second new lifestyle title to be published by Future in 18 months.
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In May last year, Future launched Mollie Makes which focuses on fabric crafts and now boasts a circulation of almost 12,000.
The two titles are a new departure for Future which is better known for computer and software magazines such as 3D World and Games Master.
The Simple Things is a monthly multi-media title which celebrates what the firm calls the emerging grow-your-own and make do and mend attitude, but also cashes in on the growing tablet market.
Katherine Raderecht, group publisher for Future's creative portfolio, said: "It is very unusual to launch something. But this is more than a magazine – we are launching a digital version, there's a blog and it's on Facebook. It feels like we are launching a brand."
Mrs Raderecht said the magazine had taken its inspiration from the growing number of blogs about crafts. Each edition will include features on urban gardening, thrift store shopping and cooking.
Mrs Raderecht added: "It's not about people rejecting a capitalist society but a lot of people have been saying they've spent the past 20 years doing buy, buy, buy because that's the road to happiness, but people are now realising happiness is traditional values."
She said: "People are wanting to re-discover how to knit. There's a real feel of reviving traditions."
This week Future also announced the closure of Nintendo Gamer, just weeks after the company confirmed the American title Nintendo Power was to cease publication.
It was launched in 1992 as Super-Play and the final issue, out today, is due to include a feature on former editors and past front covers.
A spokesman for Future said: "With Future's ongoing strategy to drive digital growth across its international, digitally-focused brand business, Nintendo Gamer magazine is no longer core to our portfolio.
He added: "There are no job losses and all staff will be redeployed within Future."
The website, Nintendo- Gamer.net, will continue.