Premier Magazines has landed Asda’s pounds 7 million contract
publishing account after a three-way pitch against the incumbent, River
Publishing, and IPC’s contract arm, Business Enterprise.
Asda is to increase the magazine’s circulation from 1.2 million to four
million, and the supermarket is keen to build on the magazine’s
distribution instore by targeting new and existing customers through
Premier will be responsible for revamping the title in line with the
supermarket’s plans to extend its price and quality message. A spokesman
for Asda said: ’We have plans to develop the magazine as a showcase for
our food, clothing and home product ranges, and felt that Premier was
best suited to that challenge.’
The revamped magazine will launch on 15 June. Premier will set up a
separate office in Leeds, run by the publishing director, Kathy Green,
to handle the contract.