Magazine Weekly

Newly redundant? `Bounceback' magazine could help you pick up the pieces - and your ex-employer may even buy it for you

It is the sentence every worker dreads: "I'm sorry, we have to let you go." From now, however it can be followed with: "But never mind; here's your cheque and a subscription to Bounceback magazine. Feeling better already?"

Bounceback, due to be launched in July, is claiming to be the first ever UK magazine to meet the needs of those who are made redundant. Its publisher, Colin Davies, formerly of the Financial Times, editor Stewart Andersen, formerly of Boardroom magazine and his deputy Gordon Miller, also of Boardroom, have all been "let go" by their former companies and know just how painful the redundancy process can be.

"It's like a punch in the stomach," says Andersen, who has been made redundant twice, once over the telephone. "You go to the pub and someone asks, `What do you do?" and you reply, `I was made redundant.' There's an instinctive movement away from you. It's like the feeling you've got something and that it might be contagious. You acquire a kind of stigma."

"It was my concept after suffering the indignity of redundancy," adds Davies. He decided to utilise that "punched in the stomach" feeling and came up with the idea for Bounceback, which he is now selling back to human resources departments who deliver the blow to people like him. Currently a quarter of a million people are redundant, and since redundancy comes just after death and divorce in the list of emotional traumas treated by counsellors, the Bounceback team would seem to have a ready audience.

The magazine will aim to cover all areas that redundant people need to know about, including financial advice as to what to do with their settlement, how to set up a home office - for those who wish to start their own business, advice on the best buys in mobile telephones and economical cars, and planning a CV.

They identify three different strands in the redundancy market: those who now want to retire, those who want to set up their own business and those who need to find a new job.

The initial print run will be 30,000 and the magazine will be published quarterly at first, sold by subscription only, though Davies is hoping that it will later become bimonthly, when it could become available on newsstands. A website for the publication is also due to be set up later this week.

The really clever idea, however, is that rather than selling the magazine direct to unemployed individuals, the marketing effort is targeted at companies' human resources departments, in what seems like a move to shame them into a realisation of how nasty it is to "let people go".

In fact, those who think the shame culture is dead should think again. Most magazines aim to create a need that isn't really there, in order to persuade as many people as possible to buy the product. Bounceback has twisted this idea so as to create a guilt purchase instead. Large firms who lay off large numbers of staff may feel compelled to offer their departing workers a subscription, so that they appear to be doing something positive for them.

Davies admits that the greatest number of sales will come from firms rather than individuals: "In reality we're hoping that human resources departments are going to buy it in bulk as corporate subscriptions. They'll see it as a fairly reasonable part of their redundancy programme - pounds 12 for four issues - it's next to nothing, and tax deductible."

An insert in the Financial Times last Friday made this clear. As well as targeting the redundant, it also told employers and human resources managers who have had to utter the "painful sentence": "There is something more that you can do to help". It notes that it is "inexpensive for your company" - the first four issues cost pounds 12, or pounds 3.50 per issue, "a small investment to make in someone's future".

So far, a leading airline, a major transport company and a large conglomerate are all said to be interested in taking out block sales. Davies says the response to the FT insert has been "extraordinary ... quite astonishing".

Presumably the sweetest revenge for the Bounceback team would be for their former employers to take out block salesn

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA special investigation by Andy McSmith
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Guru Careers: PR Account Manager / AM

£20-30K(DOE) + Excellent Benefits: Guru Careers: We are seeking a PR Account M...

Guru Careers: Account Manager / Account Executive

Competitive (DOE) + Benefits: Guru Careers: One of the UK’s largest and most s...

Guru Careers: Marketing and Communications Manager

£Competitive (DOE) + Benefits: Guru Careers: We are seeking a Marketing and Co...

Guru Careers: Digital Designer / Interactive Designer

£ Highly Competitive (DOE): Guru Careers: A Digital Designer / Interactive Des...

Day In a Page

Not even the 'putrid throat' could stop the Ross Poldark swoon-fest'

Not even the 'putrid throat' could stop the Ross Poldark swoon-fest'

How a costume drama became a Sunday night staple
Miliband promises no stamp duty for first-time buyers as he pushes Tories on housing

Miliband promises no stamp duty for first-time buyers

Labour leader pushes Tories on housing
Aviation history is littered with grand failures - from the the Bristol Brabazon to Concorde - but what went wrong with the SuperJumbo?

Aviation history is littered with grand failures

But what went wrong with the SuperJumbo?
Fear of Putin, Islamists and immigration is giving rise to a new generation of Soviet-style 'iron curtains' right across Europe

Fortress Europe?

Fear of Putin, Islamists and immigration is giving rise to a new generation of 'iron curtains'
Never mind what you're wearing, it's what you're reclining on

Never mind what you're wearing

It's what you're reclining on that matters
General Election 2015: Chuka Umunna on the benefits of immigration, humility – and his leader Ed Miliband

Chuka Umunna: A virus of racism runs through Ukip

The shadow business secretary on the benefits of immigration, humility – and his leader Ed Miliband
Yemen crisis: This exotic war will soon become Europe's problem

Yemen's exotic war will soon affect Europe

Terrorism and boatloads of desperate migrants will be the outcome of the Saudi air campaign, says Patrick Cockburn
Marginal Streets project aims to document voters in the run-up to the General Election

Marginal Streets project documents voters

Independent photographers Joseph Fox and Orlando Gili are uploading two portraits of constituents to their website for each day of the campaign
Game of Thrones: Visit the real-life kingdom of Westeros to see where violent history ends and telly tourism begins

The real-life kingdom of Westeros

Is there something a little uncomfortable about Game of Thrones shooting in Northern Ireland?
How to survive a social-media mauling, by the tough women of Twitter

How to survive a Twitter mauling

Mary Beard, Caroline Criado-Perez, Louise Mensch, Bunny La Roche and Courtney Barrasford reveal how to trounce the trolls
Gallipoli centenary: At dawn, the young remember the young who perished in one of the First World War's bloodiest battles

At dawn, the young remember the young

A century ago, soldiers of the Empire – many no more than boys – spilt on to Gallipoli’s beaches. On this 100th Anzac Day, there are personal, poetic tributes to their sacrifice
Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves

Follow the money as never before

Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves, reports Rupert Cornwell
Samuel West interview: The actor and director on austerity, unionisation, and not mentioning his famous parents

Samuel West interview

The actor and director on austerity, unionisation, and not mentioning his famous parents
General Election 2015: Imagine if the leading political parties were fashion labels

Imagine if the leading political parties were fashion labels

Fashion editor, Alexander Fury, on what the leaders' appearances tell us about them
Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

The architect of the HeForShe movement and head of UN Women on the world's failure to combat domestic violence