The Royal Opera House


For 50 years, the Royal Opera House’s quarterly magazine for Friends and Patrons has provided inspiration, insight and unique behind-the-scenes access for opera and ballet enthusiasts. It’s the only magazine to target the affluent, dynamic membership of this treasured and hugely successful cultural institution.   

We have worked with Immediate Media Branded Content for the past nine years. Throughout this time our magazine has gone from strength to strength with beautifully commissioned photography, elegant design and captivating editorial. Moreover, Royal Opera House magazine also meets its commercial objectives and is a valuable part of the Friends’ membership.

Susan Fisher, Head of Friends


Royal Opera House Magazine


The Brief

The magazine aims to promote forthcoming productions and reward the Royal Opera House’s (ROH) 30,000+ Friends, who buy the majority of tickets annually. We have been working closely with the ROH to maximize sales since 2004, using our expertise as the publisher of BBC Music Magazine – the world’s best-selling classical music magazine – to deliver an outstanding and highly tailored editorial product. We have commissioned a who’s who of cultural critics – including the BBC’s James Naughtie, The Daily Telegraph’s Rupert Christiansen, and the editor of Opera magazine, John Allison – and showcased spellbinding photography.

The Results

  • 84% of readers book additional tickets after reading the magazine
  • 112,000 tickets per year sold to performances heard about exclusively in the magazine
  • Friends renewal rate stands at 85%
  • Winner, Most Effective Travel & Leisure Title, APA awards, 2007
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