Redwood is to lure third-party advertising into its Dulux customer
title Colour and has won the direct marketing business for Safeway.
The summer issue of paid-for Colour, out in June, will be the first to
take non-Dulux advertising. The issue has been increased from 98 to 106
pages and will carry 16 pages of ads plus inserts. Redwood has published
the title since 1996. It has a print run of 100,000 and sells for pounds
2.99 in Homebase, Do-It-All, B&Q and Focus outlets.
Advertising is sold by ad manager Mike Stanton who is also responsible
for the AA and Britannia Building Society titles. Ads booked so far are
for Polycell, Hammerite and M&S Financial Services. Other DIY products,
furniture and home loan providers are being targeted.
Stanton said: ’Third-party ads will give the magazine a more
professional look and will also pay some of the production costs.’
Redwood, which publishes Safeway Magazine, has won the supermarket’s
Lift Off leaflet marketing business. Lift Off promotes offers in local
stores and eight million leaflets are sent to households each week.