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PurposeThe magazine industry is currently experiencing a period of significant growth, resulting in increased competition in the marketplace. As a consequence of these changes many magazine producers are being forced to look for fresh and innovative ways to attract and retain readers. By broadening our understanding of how brand community relates to the consumption of products such as magazines, this paper aims to highlight the way in which the community concept offers opportunities to further bridge the gap between a product and the needs of the consumer.Design/methodology/approachThe study follows a qualitative approach, using a two‐stage research design consisting of semi‐structured intercept interviews and focus group inquiry.FindingsThe research generated a number of findings in regards to magazine loyalty, brand attachment, reader connections, community formation and the use of traditional brand community support tools in the magazine industry context.Research limitations/implicationsOverall, magazine consumption is found to be conducive to brand community formation, and a number of recommendations and guidelines for fostering and supporting magazine brand communities can thus be given.Originality/valueThis paper extends existing brand community knowledge and current research by investigating the factors driving the formation of brand community in a specific context.

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