Business Services Industry
Time launch backed by Wal-Mart clout; Publisher eyes battle with Bauer as it enters market with new model.(News)
Crain's New York Business, August, 2004
Byline: From Advertising Age, a Crain publication Time Inc.'s low-cost, checkout-counter women's service magazine All You is launching with a burst of promotional muscle from its exclusive distribution partner, Wal-Mart. The launch of All You marks the first attempt by a magazine company to create a product specifically aimed at Wal-Mart's massive customer base.
Other consumer product companies are watching closely. "[Our clients] sell big quantities at Wal-Mart,'' said Bonnie Barest, executive vice president and managing director of Optimedia International, New York. "We think that's a nice synergy for women who understand the sensibility.'' Starting late last week, free 30-page sample issues were available in the "action alley'' near the cash...
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