Intelligent conversations

British Mensa wanted their membership magazine to engage their audience, add value to the membership proposition and inspire curious minds. The challenge was to elevate a small-circulation title into a publication that could compete with the best in the sector in terms of both design and impact.

Think launched IQ, a new magazine for members packed with quality journalism, exclusive interviews and member contributions. With a print circulation of 12,000 and strong digital extensions, it’s a bold, intelligent and stylish publication – crafted to match the curiosity and intellect of its readers.

Each issue blends thought leadership, science, psychology and community features with a highly distinctive design. Typography, layout and imagery are carefully considered to support accessibility and visual impact, with content ranging from exclusive interviews to puzzles, opinion pieces and research.

Members now see IQ as a key part of their membership:

• 76% read at least three out of four issues.

• Average reading time has increased from 45 to 50 minutes.

• 24% rate the magazine as “excellent”, with a further 38% rating it “good”.

• 33% rate the design as “excellent” (up from 19% pre-relaunch) and 30% rate the feature content as “excellent”.

• 65% say IQ is either “important” or “very important” to their membership. While also supporting wider objectives:

• The magazine’s two weekly email newsletters, IQ Weekly (for non-members) and My Mensa Weekly (for members), have extended engagement and brand reach.

• Email engagement is up to 60% open rate and click-to-open rates are up to 13%.