The magazine industry has been shedding jobs and shutting titles for years. Global magazine advertising revenue dropped from $47.7 billion in 2019 to roughly $29 billion by 2024 according to Statista. Print circulation keeps sliding. Most publishers are scrambling to figure out what comes next.
So when a Pakistani-born entrepreneur decides this is exactly the space she wants to enter — and actually makes it work across two international markets — that’s a story worth paying attention to.
Shahina Khan is the founder of NoodleMagazine, a publishing brand that now operates through noodle-magazine.co.uk for the UK market and thenoodlemagazine.net for the US and global audience. What started as a magazine distribution idea has grown into a multi-vertical content and publishing operation covering lifestyle, fashion, health, technology, home improvement, and entertainment.
The business runs under Capital Technologies Ltd, registered in England and Wales with company number 11903724, incorporated in March 2019. The registered office sits at 70 Barrington Road, Bexleyheath, England.
From Pakistan to Running a Publishing Company in Two Countries
Shahina Khan didn’t come from a publishing dynasty or a media background. She came from Pakistan — a country that’s been producing tech talent and entrepreneurial energy at a rate that consistently surprises people who aren’t paying attention.
The numbers tell the story. Pakistan’s IT exports crossed $2 billion recently. The country has over 1,600 tech startups and more than 25 incubators and accelerators spread across Karachi, Lahore, and Islamabad. Pakistani freelancers rank among the top five globally on platforms like Upwork and Fiverr. It’s a country that punches well above its weight when it comes to building things from scratch with limited resources.
Shahina carries that same energy — except she applied it to magazines rather than software.
Her decision to register Capital Technologies in England wasn’t random. The UK magazine market was valued at approximately £3.3 billion in 2023 according to PwC data. Despite digital disruption, British readers still spend real money on curated print and digital content across lifestyle, fashion, sports, and entertainment categories. By establishing operations in Bexleyheath and building out from there, Shahina positioned herself in a market where the infrastructure, supply chains, and audience already existed.
What NoodleMagazine Actually Does
NoodleMagazine isn’t trying to go head-to-head with Condé Nast or Hearst. Shahina carved out a different space entirely.
The UK-facing site (noodle-magazine.co.uk) functions as both an e-commerce magazine shop and a content publishing platform targeting British readers. Customers can purchase individual magazine issues or subscribe to yearly plans across categories including fashion, tech, lifestyle, sports, entertainment, gardening, cooking, and photography. Shahina works directly with publishers, cutting out middlemen and using bulk printing arrangements to keep prices competitive.
The US and global-facing platform (thenoodlemagazine.net) operates as a digital content hub serving the American market and English-speaking audiences worldwide. Online magazine and ithosts a team of writers, editors, and subject matter contributors producing original articles across multiple verticals. Running separate platforms for UK and US audiences isn’t something most independent publishers bother with — the operational overhead alone puts most people off. But by splitting the two, Shahina can tailor content and product offerings to each market’s preferences.
The magazine and content categories span a wide range:
- Fashion — covering everything from haute couture commentary to practical daily style advice
- Technology — gadget reviews, industry trends, and tech analysis
- Lifestyle — health and wellness, daily routines, personal development
- Home Improvement — interior design inspiration and practical renovation content
- Sports — football, tennis, motorsports coverage
- Entertainment — film reviews, music coverage, television analysis
- Niche interests — gardening, cooking, photography
Both sites run a “write for us” programme, actively recruiting freelance contributors across their content verticals. This open contributor model helps Shahina scale content production while giving emerging writers published bylines and exposure — something that’s become increasingly valuable as traditional editorial jobs dry up.
Capital Technologies Ltd: The Company Behind the Brand
NoodleMagazine operates under Capital Technologies Ltd, which tells you something about how Shahina thinks about the business. She didn’t register a media company. She registered a technology company that happens to operate in the media.
Company registration details are publicly available through the UK’s Companies House registry, which adds a layer of transparency that many online publishers skip entirely. The company was incorporated on 25 March 2019, meaning Shahina has been building for over six years now — well past the point where most startups either gain traction or fold.
Serving Two Markets With Different Needs
One of the sharper moves Shahina made was splitting her operation across two distinct market-facing platforms rather than trying to serve everyone from a single site.
The UK magazine market and the US magazine market are different animals. The UK market sits at around £3.3 billion and skews toward subscription models and niche interest publications. The US market is significantly larger — the American magazine publishing industry generated approximately $25 billion in 2023 — but it’s also more fragmented and more competitive.
By running noodle-magazine.co.uk for British readers and thenoodlemagazine.net for the American and global audience, Shahina can tailor pricing, content focus, and product offerings to each market individually. A lifestyle piece that resonates with readers in Manchester might need a completely different angle for someone in Michigan. Having separate platforms makes that kind of localisation practical rather than theoretical.
Shahina’s Pakistani background gives her an additional operational edge here. Pakistan sits in a timezone that bridges European and Asian business hours. The country produces English-speaking graduates at scale, and the cost of content production and editorial operations is significantly lower than in the UK or US. By combining UK and US market access with Pakistani operational capabilities, Capital Technologies runs with a cost structure that most Western-only publishers can’t match.
What Sets Her Apart
The magazine publishing space is crowded with legacy brands carrying enormous overheads and digital-first startups burning through venture capital. NoodleMagazine doesn’t fit neatly into either category.
Shahina bootstrapped the business rather than chasing VC funding, which means she’s grown at the pace revenue allows rather than burning cash to hit unsustainable growth metrics. She keeps costs down through direct publisher relationships and bulk printing. The digital content operation runs on contributor networks rather than expensive full-time editorial teams.
Quality control is documented publicly on the site. Every physical magazine goes through inspection for print quality, colour accuracy, and defect-free pages before shipping. The content platform maintains editorial standards and actively curates contributions rather than publishing everything that lands in the inbox.
Customer service runs through a dedicated support team handling order enquiries, subscription management, and returns. The return policy is straightforward — if a magazine doesn’t meet expectations, the process for sending it back is hassle-free.
There’s no flashy launch party or celebrity editorial board. It’s a founder from Pakistan who spotted an opportunity that spans two of the world’s biggest English-speaking markets, built a technology company around it, and has been steadily expanding for six years.
The Bigger Picture
Shahina Khan represents a type of entrepreneur that doesn’t get nearly enough coverage. She’s not building the next unicorn or pitching at TechCrunch Disrupt. She’s running a real business that serves real customers in a difficult industry, doing it profitably, and doing it across borders.
The publishing industry is far from finished — it’s restructuring. The global magazine market is projected to reach $66.7 billion by 2030 according to Research and Markets estimates. Print isn’t dead; it’s becoming more niche and more premium. Digital content isn’t a replacement for magazines; it’s an extension of them. The brands that will survive are the ones flexible enough to operate in both worlds simultaneously.
NoodleMagazine, backed by Capital Technologies Ltd and driven by a founder who brought Pakistani grit and resourcefulness to the UK and US publishing markets, is doing exactly that. Two platforms. Two countries. One woman who decided the magazine industry still had room for someone willing to build it differently.
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