Redwood scoops contract for glossy Boots magazine

Redwood Publishing has won the contract to publish a new customer magazine for Boots the Chemist. The Abbott Mead Vickers BBDO-owned contract publishing company scooped the business after a final shoot-out against Cabal Communications, denying the newcomer its first contract magazine account.

Redwood Publishing has won the contract to publish a new customer

magazine for Boots the Chemist. The Abbott Mead Vickers BBDO-owned

contract publishing company scooped the business after a final shoot-out

against Cabal Communications, denying the newcomer its first contract

magazine account.



Redwood, under the managing director, Mike Potter, had previously been

involved in two previous projects for Boots. Three other contract

publishers, including IPC Magazines and Premier Magazines, pitched for

the work.



The title is expected to be a glossy magazine aimed at women, emulating

the likes of Marie Claire, and will invest heavily in editorial. It will

be mailed to around 1.5 million customers who hold the Boots Advantage

Card, selected from a total of nine million cardholders.



The Advantage Card is currently being marketed to women, using the line

’treat yourself’. J. Walter Thompson created a Christmas ad for women

holders of the loyalty card, inviting them to treat themselves with the

points they have collected while buying Christmas presents.



This will be the third attempt by the high street chemist to publish a

successful magazine. Its first foray was in 1995 when it contracted

Redwood to produce a glossy magazine. The quarterly title was then

suspended after selling 150,000 copies short of its 250,000 target. It

was revived the following year, but again failed to reach its targets.



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