Premier beats two rivals to take Asda magazine contract

Premier Magazines has landed Asda’s pounds 7 million contract publishing account after a three-way pitch against the incumbent, River Publishing, and IPC’s contract arm, Business Enterprise.

Premier Magazines has landed Asda’s pounds 7 million contract

publishing account after a three-way pitch against the incumbent, River

Publishing, and IPC’s contract arm, Business Enterprise.



Asda is to increase the magazine’s circulation from 1.2 million to four

million, and the supermarket is keen to build on the magazine’s

distribution instore by targeting new and existing customers through

direct mailshots.



Premier will be responsible for revamping the title in line with the

supermarket’s plans to extend its price and quality message. A spokesman

for Asda said: ’We have plans to develop the magazine as a showcase for

our food, clothing and home product ranges, and felt that Premier was

best suited to that challenge.’



The revamped magazine will launch on 15 June. Premier will set up a

separate office in Leeds, run by the publishing director, Kathy Green,

to handle the contract.



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