Superdrug will launch its first customer magazine, Spirit of
Superdrug, next month, aimed at a young, female audience.
The free bi-monthly title, published by River Publishing, will be the
first contract publishing initiative from a Kingfisher-owned retailer
for several years. Woolworths launched a customer title, Good Idea,
about three years ago, but it failed to take off and has subsequently
been closed down.
The launch comes less than a year after rival retailer Boots revamped
its contract title, Health & Beauty, through Redwood Publishing, backed
by a pounds 3m investment. The Boots title is mailed out to over two
million Advantage Card holders.
As is the case with Health & Beauty, the Superdrug title is aiming for a
60:40 editorial to advertising ratio. It will be available in-store, and
is likely to be tailored to a slightly younger audience, and similar in
style to teen girls’ magazines such as 19.
The content is understood to mirror Superdrug’s TV advertising campaign
in its tone and style.
The ads have featured teenage girls going out to parties. Unlike the
Boots magazine, Spirit is likely to be available in-store.
Superdrug, which last week appointed Jo O’Connor as marketing director
(Marketing, March 16), will back the launch with a radio advertising
campaign, in-store radio and store banners featuring key products as
seen in the magazine itself.
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