RewAArd marks AA publishing return

The AA is returning to customer publishing with the launch of the UK's second-largest circulation magazine.

RewAArd magazine, which has a target circulation of four million, will launch in October. If targets are achieved, it will be second only to BSkyB's Sky the Magazine in terms of circulation.

The title, which will take the form of a "mini-magazine", will be distributed three times a year through the customer publisher Specialist. Specialist won the business following a five-way pitch.

RewAArd will be edited by Amanda Boyle and will be mailed to a sample of the AA's six million members.

RewAArd will form part of a £10 million investment from the AA in retaining customers. It follows research that showed AA customers had low awareness of member benefits such as discounts and exclusive offers.

The AA moved out of customer publishing last year when it pulled its AAsk title.