Safeway Magazine has been the success story of the year. A monthly
circulation of 1,617,954 (up to 900,000 copies being picked up in the
first week) and a July-December NRS of 3,185,000 make it one of the
best-read magazines in the UK.
When Safeway Magazine was launched, its aim was to be entertaining,
practical, inspiring and informative. While achieving this, its overall
objective was to enhance the ABC loyalty card scheme message, thereby
encouraging membership and increasing loyalty. It has exceeded all
expectations, with redemption activity increasing and 1.4 million extra
shoppers joining the loyalty scheme since the launch of the
The content combines inspirational recipes with general interest and
advice about Safeway and the ABC loyalty scheme. Today’s busy woman
wants delicious recipes that don’t involve spending hours in the
kitchen; she wants to be kept up-to-date with the latest health and
beauty news and she wants a mix of entertaining and thought-provoking
For a customer magazine to be successful, it has to avoid falling into
the ’hard-sell catalogue’ approach and ensure it builds and maintains an
independent feel to gain credibility and loyalty among its readers.
Independent research has highlighted that Safeway Magazine has achieved
this - readers describe the magazine’s tone as ’telling rather than
They like the magazine’s friendly, down-to-earth tone and compare it to
other leading women’s magazines for style and professionalism.
Commercially, too, the magazine has excelled - not only is it the
second-best read women’s monthly magazine, but it has higher loyalty
than any other women’s monthly (58 per cent reading three out of four
Ads have generated up to 1,000 per cent sales uplift for products, and
money-off coupons on average generate more redemptions than both
consumer and national press.