Tesco to Launch Three Private Brand Magazines

Tesco Magazine has the the fourth-highest magazine circulation in the UK

English grocer Tesco will launch three paid subscription Private Brand magazines, distributed exclusively through its 2,000 stores across the UK. Two of the titles – Food and Home – will be launched at the end of September, and sell for £1.99 each with a target circulation of 50,000.

The former editor of the English newspaper Daily Mail Weekend, Gillian Rowe, and editor of At Home, Melanie Whitehouse, are expected to serve as editors of Food and Home, respectively.

Your TV Week, a TV listings guide is expected to launch in December, at a cover price of 45p.

CatMags Communications, a joint venture between PSP Rare and Lucid Direct, will publish the magazines.

Tesco currently publishes two free customer magazines with Cedar Communications: Tesco Magazine, which has the fourth-highest magazine circulation in the UK, and the quarterly Real Food, which was launched in March in a smaller “handbag-sized” format.

It is interesting to see one of the worlds great retailers make a significant investment in print media, meanwhile the iconic TV Guide continues to struggle for relevance.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.