The first stage of the campaign will see Mango sponsoring B's fifth anniversary issue out on May 3. Mango, part of the Book Club Associates empire, aims to attract young women aged between 18 and 30 years old and give its brand a boost.
As part of the sponsorship, Mango will provide a wishlist of books for B readers. The book club will also offer B readers the chance to buy five books for £5 including postage, packing and a free bag when they join the club.
The deal was brokered by Mango media agency Mediacom.
Mango has also developed an exclusive e-commerce website for B readers to access and take up the offer online. The B campaign will be followed with a text message campaign in June.
Mango was launched three years ago as a chick-lit book club. However, it now offers the full range of women's books from diet to career advice, sex tips and celebrity gossip. It offers a selection of new titles and guarantees savings of up to 4% on every book.
Phil Haslam, marketing manager of Mango, said: "At Mango, we have created a modern book club that embraces all the latest contact channels to ensure our members have the easiest and most enjoyable membership. I'm delighted to be working with B magazine and am confident that we offer exactly what its readers want."
B reported a circulation of 192,733 in the last round of ABCs.
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