I’ve been talking a while about the male journalling opportunity: young guys 15 through 35 who are journalling more now than ever.
Anyway, here is a new video from me about a terrific range from Collins Debden: https://youtu.be/aP4dyCswFGU
Now, if the opportunity of selling journals to young guys is new to you, here’s more context:
Journaling has shed its old image. It’s now widely treated as part of a healthy lifestyle, and one of the fastest-growing groups taking it up is younger men, roughly aged **18 to 35**.
AFL footballers are journaling and talking about it openly. Olympians describe it as part of how they manage performance. Outside sport, plenty of people talk about journaling as a mental health tool and a way to build a steady daily routine. Whatever’s driving it, the trend is real, and it’s showing up in what customers are asking for at the counter.
## Why structure matters for a first-time journaller
Handed a blank notebook, most people freeze after the first page. What gets someone journaling regularly isn’t a nicer cover. It’s a bit of structure to work from until the habit sticks.
Collins Debden has built a range around exactly that idea, called Jumble. It includes titles such as Routines, Doze, Passion, Flex, Thankful and Believe, each built around a single clear theme.
Take the Passion journal as an example. Once the marketing slip comes off, the layout does the work. There’s space to sum up the week in one word, simple prompts with small icons to circle covering how the week felt, the hurdles overcome, the ways people supported each other, and a favourite memory, then open space for free notes alongside.
Routines follows the same logic from a different angle. It asks for a main goal for the week, the steps to reach it, weekly habits to track, and a quick read on mood and energy. Both journals, like the rest of the range, come with a sticker sheet.
A little scaffolding at the start makes it far more likely the habit sticks, and that’s really the whole idea behind the range.
## Why this is worth stocking
Collins Debden is an established international publisher of diaries and journals, and the Jumble range is a solid place to start for any retailer looking to serve the male journaling market. It gives a first-time journaller somewhere obvious to begin, rather than a blank book and good intentions.
It’s also worth talking about on social media. Local men’s sheds, mental health groups and community organisations are exactly the kind of audience who’ll want to know these journals are stocked nearby, and a short post is often enough to put your shop on their radar.
To find out more about opportunities like this, get in touch with the team at help@newsxpress.com.au.