Beanscene today (12th November 2007) launches The Scene, a new lifestyle magazine, marking the latest stage in the evolution of the enterprise from its origins as a coffee and music house into a broader-based lifestyle business targeted at 25-50 year olds.
With the launch issue featuring a range of exclusive in-depth interviews with such famous subjects as Ian Rankin and Justin Currie, The Scene will cover music, books, lifestyle and performance while a pullout section for kids will accompany every issue.
Beanscene founder Gordon Richardson said, "The Scene will present a range of exclusive features, interviews and reviews on a hugely eclectic cross section of people and places, giving an informed and distinctive editorial slant in a readily accessible format.
"The launch of The Scene marks the realisation of our original aim to bring together all aspects of Beanscene's vibe, creating a place where customers can sit back and catch up on the latest music and cinema releases, read some in-depth interviews that are unavailable elsewhere, while soaking up the sounds of the scene over an espresso and a bite to eat in their own backyard."
The launch issue of The Scene features an offer of a free download bundle of 10 tracks from a cross section of emerging artists currently on rotation at www.soundsofthescene.com, Beanscene's unique instore/online radio station and download music store. Sounds of the Scene Volume 1 will feature such emerging and established artists as Chris Difford, A.M. and The Maryhillbillys.
50% of The Scene's £2 cover price will be donated to Maggie's Cancer Caring Centres, with the magazine available exclusively from Beanscene stores and Maggie's Centres throughout Scotland.
As well as Beanscene providing on-going support and fundraising activities for Maggie's Cancer Caring Centres, Gordon Richardson is a patron of the charity which offers emotional and psychological support and practical information to people who are either personally affected by cancer or know someone who is and would like to be of more support.
Richardson said, "Beanscene and Maggie's share the same ethos – the creation of a comfortable and welcoming environment where people come to unwind and engage. And, personally speaking, I consider it a great privilege to have the opportunity to work alongside such committed and inspiring people as the team at Maggie's."
The Scene is targeted at Beanscene's urban and loyal ABC1 customer base aged 25-50. With eight issues scheduled a year, the magazine appears in A5 format with 32 full colour pages with a 5000 print run for the launch issue.
There are currently 15 Beanscene stores spread throughout Scotland with a growth strategy to open up to 45 stores over the course of the next three years, comprising three managed superstores/venues surrounded by a mix of up to 15 Beanscene and Beanscene Espresso stores.