Games Media Profile: DC Thomson

Gareth Whelan, editor of DC Thomson’s kids gaming title 110% Gaming, outlines the publisher’s entry into the market

One of the UK’s longest-standing publishing houses, DC Thomson has been behind some of the biggest kids magazines of the last century. Now the firm is breaking into games journalism for the first time with 110% Gaming, a new publication aimed at children aged eight to 13.

It’s arguably a bold move, with many now decrying print journalism as dead. But editor Gareth Whelan is confident that 110% Gaming has what it takes to succeed.

The primary boys’ magazine market is a highly competitive sector,” he admits.

"Kids are keen on having a physical magazine to read when they aren’t playing games."

Gareth Whelan, DC Thomson

That being said, DC Thomson has a long history of investment in innovation and we’re doing just that.

Our research showed that parents limit children’s screen time and kids are keen on having a physical magazine to read when they aren’t playing games,” he adds.

It’s important for us to ensure that the content we produce is engaging and relevant enough to ensure that kids become regular readers.

It’s challenging marrying the requirements of the children and their parents, but I think we’ve done a great job.”