30 October 2024

A perfect fit: Editor Susannah Painter on the ability of Puzzler Collection to connect deeply with its readers

Ask Susannah Painter what the best part of her job is as the Editor of Puzzler Collection magazine, and she recalls a letter she was sent by a reader.

“The reader told me how they had experienced a difficult time and said what helped was solving my puzzles as it helped focus their mind on the here and now,” she explains. “It sounds a small thing, but that’s really special to me. It’s important to have that two-way dialogue as I know many readers view Puzzler Collection as a comforting companion helping them feel part of a wider community.”

Puzzler Collection’s ability to truly connect with its readers has helped to make it the UK’s biggest-selling puzzle magazine. More than 1.7 million copies of the monthly publication are sold every year, an impressive feat given the continued decline in newsstand sales around the world.

“Puzzles are one of the only magazine sectors in growth in the UK. Puzzler Collection has been around for half a century,” says Painter. “Puzzler Collection has much to offer. If you’re a novice, it’s appealing because the sheer variety and quantity of puzzles make it value for money and accessible for all abilities. If you’re a seasoned solver, you know what to expect – challenging, expertly-crafted puzzles, unrivalled elsewhere.

“Producing high quality puzzles is a priority – we won’t cut corners. Puzzler Collection is exceptional because we have handmade puzzles created by me and other specialist compilers. It’s quite a task but puzzle fans would easily spot a puzzle created by AI, especially the clue-based ones. They need the human touch to make them challenging and engaging.”

The print connection

Puzzler Collection is published by Puzzler Media, which creates over 500,000 puzzles per year across all puzzle types. The company’s B2B business (Puzzler Business Partnerships) serves national newspapers, magazines, TV partners, book publishers, newsletter and app publishers around the world.

While Puzzler Media has moved with the times, developing digital products, the company started as a print business and print still accounts for the majority of its revenue thanks to the popularity of titles like Puzzler, Logic Problems and, of course, Puzzler Collection.

“Puzzler Collection excels as a print product,” says Painter. “The content is complex so sits better in a magazine format. Plus, there’s something quite satisfying about seeing your progress as you take your time to fill in an empty grid.

“Many people start puzzling when they’re young with a parent or grandparent guiding them. There’s something wholesome about puzzles, it’s a multi-generational pastime that creates a wonderful bond.

“The important thing is inclusivity – puzzles are for everyone. Playing puzzles, whether online, in print or an app depends on the audience. As a business we create puzzles in all formats for our customers, whether business or consumer – there’s absolutely room for them all.”

While Puzzler Collection recently launched a new app, Painter does not see the new platform stealing the thunder of the print magazine.

“It’s not a case of either/or. I’ve spent many a happy hour on our shiny new app – it’s great fun, but as the editor of a market-leading puzzle magazine I’m unashamedly biased when I say my greatest satisfaction comes from solving with pencil and paper.”

Are you a puzzler? Here’s one for you to solve!

The perfect puzzle

As the leading puzzle magazine in the UK, there is pressure on Puzzler Collection to keep solvers on their toes when it comes to the content. It does just that by consistently creating compelling puzzles, with each monthly edition featuring 167+ brainteasers and iconic puzzles like Round-Tour, Cross-Quiz, Dateline, Alphabetical, Continuity, Numerical Crossword, Outsider, Pieceword, Story Crossword and number logics.

“We have classics and favourites that people love, as well as interesting and quirky variants, so it’s about keeping the content fresh. We get lots of reader feedback, helping us decide what we do more of and what we change,” says Painter.

“We benefit from a certain amount of loyalty. Puzzle editors, as with authors, have their own style and tone that means you can tell it’s a puzzle from my magazine compared to somebody else’s. In terms of coming up with puzzles ideas – inspiration can strike at any time. We puzzle elves are always looking out for, and creating, new puzzles.”

Given how addictive solving puzzles can be, it comes as no surprise that they play an important role when it comes reader engagement and subscriber retention – not just for Puzzler Collection but other brands that feature puzzles.

“Puzzles are an excellent addition to any business, whether digital or print. For customers they’re adding value for money and engaging them. For businesses, puzzles are proven to create longer dwell time so they’re a good proposition for increasing advertising revenue as well as subscriber retention.”

Cracking the Gen Z code

While there is a certain stigma that puzzles are the preserve of older people, the brand’s hugely popular kids magazines suggests the next generation are just as hooked on solving brainteasers.

“Gen Z and the upcoming Gen Alpha are empathetic, socially aware generations,” says Painter. “They’re curious about the world around them and unafraid to discuss their feelings. They seek ways to support mental-health wellbeing and self-betterment.

“Perhaps this stems from the pandemic but they happily embrace pastimes once perceived as old-fashioned. They knit, they grow their own veg, they puzzle – and they don’t care who knows it. Perhaps that’s why puzzle magazine sales are on the up?”

As Puzzler Collection moves into the future, the brand’s print magazine and new app will work alongside each other to ensure solvers have a greater choice on how they get their daily puzzle fix.

“With so many different puzzle types, the app is fast, fun and engaging a new audience. That’s what we want. We know there’s a variety of reasons why people puzzle – everyone will have their own motivation,” says Painter. “It could be for fun, relaxation, memory improvement, or a simple bit of boredom-busting. Their motivations could change throughout the day depending on their needs state – you might choose an app while you’re waiting for a train but after a stressful day staring at a screen, you might prefer a bit of-mindfulness and reach for pen and paper.”

In Painter, Puzzler Collection has the perfect person to lead it into the future – a hugely passionate puzzle solver.

“I’ve been at Puzzler for 26 years and this is still my dream job,” she smiles. “How lucky am I to be able to say that. Even now I find it incredible that I get to create and solve puzzles for a living and talk to colleagues and customers about puzzles all day.

“I used to try all sorts of puzzles when I was little girl, from a young age I solved them with my dad, and then just kept going. Once a puzzler, always a puzzler.”