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
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 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.