What is Little White Lies and Who Reads It?

What is Little White Lies (LWL)?

Published by a London-based creative agency - The Church of London - LWL is a Bi-monthly British independent movie magazine. Each issue of the magazine, which has been running since 2005, is inspired by one main feature film which is displayed on the cover represented by an illustration of its lead actor. The content is split into six chapters: the lead review, an editorial introduction, a series of articles inspired by the feature film, theatrical reviews, the back section and the future releases. 

     LWL is distributed throughout the UK and is stocked in shops including: WHSmith, HMV, Urban Outfitters and Fopp along with some independent cinemas. In 2010/11 they introduced and launched a LWL app which has three main components: to keep up to date with the latest thoughts and opinions from their blog, a complete archive of all reviews and a 'now showing' button which shows the nearest independent cinemas in the area and what they are currently showing.

Who Reads It?

LWL conducted a reader survey in late 2008 even though this isn't recent it gives a rough understanding of the target audience:

• The majority (51%) of the 250 UK readers are aged 25-35 and 63% were male. 
• 50% earn 0-20k, and 42% earn 20-40k. 
• 22% work in Media and 20% in Creative. 
• 72% visit the cinema 0-4 time per month.
• 32% share the magazine with 1 other person and 49% share with 2-3 people.
• 62% buy 0-4 DVDs a month.
• 54% play video games regularly.
• 93% read almost all of each issue. 
• 93% keep their copies.