Campaign Press Awards Silver Anniversary 1998 - Sponsor Profiles - Most Successful Agency in Consumer Magazines - Safeway Magazine

Safeway Magazine has been the success story of the year. A monthly circulation of 1,617,954 (up to 900,000 copies being picked up in the first week) and a July-December NRS of 3,185,000 make it one of the best-read magazines in the UK.

Safeway Magazine has been the success story of the year. A monthly

circulation of 1,617,954 (up to 900,000 copies being picked up in the

first week) and a July-December NRS of 3,185,000 make it one of the

best-read magazines in the UK.



When Safeway Magazine was launched, its aim was to be entertaining,

practical, inspiring and informative. While achieving this, its overall

objective was to enhance the ABC loyalty card scheme message, thereby

encouraging membership and increasing loyalty. It has exceeded all

expectations, with redemption activity increasing and 1.4 million extra

shoppers joining the loyalty scheme since the launch of the

magazine.



The content combines inspirational recipes with general interest and

advice about Safeway and the ABC loyalty scheme. Today’s busy woman

wants delicious recipes that don’t involve spending hours in the

kitchen; she wants to be kept up-to-date with the latest health and

beauty news and she wants a mix of entertaining and thought-provoking

features.



For a customer magazine to be successful, it has to avoid falling into

the ’hard-sell catalogue’ approach and ensure it builds and maintains an

independent feel to gain credibility and loyalty among its readers.



Independent research has highlighted that Safeway Magazine has achieved

this - readers describe the magazine’s tone as ’telling rather than

selling’.



They like the magazine’s friendly, down-to-earth tone and compare it to

other leading women’s magazines for style and professionalism.



Commercially, too, the magazine has excelled - not only is it the

second-best read women’s monthly magazine, but it has higher loyalty

than any other women’s monthly (58 per cent reading three out of four

issues).



Ads have generated up to 1,000 per cent sales uplift for products, and

money-off coupons on average generate more redemptions than both

consumer and national press.



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