Boots asks Redwood to produce customer magazine

- Redwood Publishing has won the contract to publish a brand new customer magazine for Boots the Chemist.

- Redwood Publishing has won the contract to publish a brand new customer magazine for Boots the Chemist.

The Abbott Mead Vickers-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 managing director Mike Potter, had previously been involved in two other projects for Boots. Three other contract publishers, including IPC Magazines and Premier Magazines, initially pitched for the account.

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 out 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, encouraging them to "treat yourself". J. Walter Thompson created a special Christmas ad for women holders of the loyalty card, inviting them to treat themselves with the points they have collected while buying Christmas presents for friends and family.

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 which cost 95p. The quarterly title was then suspended after selling 150,000 copies short of its 250,000 target. It was revived the following year, but ceased again.

Neither Boots nor Redwood would comment on the appointment.



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