The Evolution of Middy's MAG

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How Middy's MAG has developed over time.

For decades, Middy’s has operated on a simple idea: strong relationships build strong business. Middy’s MAG is one of the clearest examples of that thinking in action. What began as a small, practical trade communication has slowly grown into a widely read industry publication that connects contractors, suppliers and teams across the electrical sector.



A useful tool that can sit on a lunchroom table, be flicked through between jobs and offer value to the contractor.
 

“Middy’s MAG has developed over time from a simple product-focused publication into a more useful communication tool that supports contractors in their day-to-day work.” 

Anton Middendorp

Its story isn’t about a single launch moment. It’s about steady change, driven by how the industry itself has evolved. 

From a simple sheet to a working trade tool  

Middy’s MAG didn’t start as a magazine. It began as a straightforward quarterly specials sheet. Basic, practical and focused entirely on getting information out quickly.  

Early versions were simple printed handouts, often closer to a folded pamphlet than anything resembling a publication. The purpose was very clear: 

• Share pricing updates
• Highlight supplier specials
• Keep branches aligned on current offers

At the time, this kind of document was essential. Information didn’t move instantly between locations, so having a consistent printed update was a key part of how the business operated.  

There was no storytelling or editorial content. It was purely about making sure customers and branches had the right information at the right time.

Structure and early development

As Middy’s expanded its branch network and supplier base, the volume of information increased significantly. The simple sheet format began to show its limitations.  

This led to a more structured approach to layout and presentation. In 2013, a major step forward occurred with the involvement of Tangent Design. From that point, the publication began to take on a more professional, consistent format.  

Design improvements helped transform how the information was delivered 

• Clearer page structure and layout
• Better organisation of product categories
• More consistent visual identity
• Easier navigation for contractors in the field

Even at this stage, the content remained heavily product-focused. The key change was not what was being communicated, but how it was presented.

A gradual shift in purpose 

As the electrical industry became more complex and interconnected, the needs of our customers began to change. Contractors were no longer only interested in pricing and specials, they also wanted visibility on industry developments, new technologies and how others were delivering projects in the field.  

The publication naturally began to reflect this shift. Alongside product listings, it started introducing supplier updates, early case studies and industry insights.  

That change developed gradually rather than suddenly. It was driven by a simple reality: the industry was no longer just transactional, and communication needed to reflect that.  

Over time, the publication moved toward a format that blended practical product information with broader industry relevance. That balance became the foundation for everything that followed.



The modern MAG begins in 2013 
The version of Middy’s MAG that exists today officially began in 2013. At that point, it was a 14-page publication, still strongly focused on product specials and supplier promotions.  

Even then, the direction was starting to shift. The goal wasn’t just to publish a catalogue. It was to create something that felt useful in a contractor’s everyday routine, something that could sit on a lunchroom table, be flicked through between jobs and still offer value beyond a single purchase.  

From there, the content steadily expanded.  

Contractor stories began to appear alongside supplier innovations. Major project features were introduced to show how products were being used in real-world environments. Over time, the publication broadened further to include scholarships, training pathways, community involvement and industry achievements.  

The mix of content became more balanced, with practical product information sitting alongside real industry stories. 

Continuing evolution  
Today, Middy’s MAG is a leading trade publication in the electrical industry.  

Middy's MAG still includes supplier and product updates, keeping readers informed about new technologies and innovations. But it also informs readers on the ever changing industry, how our branches are staying at the forefront of those changes and how their contractor peers are adapting.

This combination is what gives the MAG its strength. It works on multiple levels at once to:

• Keep contractors abreast on products and opportunities
• Provide insight into broader industry developments
• Connect contractors, suppliers, branches and internal teams. In doing so, it reflects how the industry actually works, interconnected, practical and relationship-driven.

Growth in size and scope 
By the end of 2024, Middy’s MAG had grown to around 40 pages per edition. That growth reflects more than just added content. It reflects a bigger business, a wider supplier base and a stronger demand for meaningful industry communication.  

What started as a simple communication sheet has become a substantial publication with depth, variety and reach across the industry. The evolution of Middy’s MAG has never been about replacing one format with another. It has been about building on what already worked and adding more value over time.  

As the electrical industry continues to change, the publication continues to adapt with it. New technologies, workforce shifts and customer expectations all influence what it becomes next.  

But the core idea has stayed the same throughout: keep it useful, keep it relevant and keep it connected to the people working in the industry every day.