Rite Aid launches women's magazine

Drug Store News, August 12, 2002

NEW YORK -- Rite Aid will speak directly to its most important constituency, women ages 35 to 55, through its own yet-to-be-named women's magazine dedicated to health and beauty issues. The new publication will be distributed exclusively at Rite Aid stores be ginning the first quarter of 2003. The quarterly magazine will have a circulation of 400,000 and will be available at more than 2,000 outlets.

"Rite Aid understands the power this consumer segment represents and wants to be an information center for them, not just a store that sells health and beauty products," said John Kenlon, publisher of Drug Store News, which will publish the new consumer magazine in partnership with H. Crimson Inc.

The magazine will include upbeat, fun and informative articles on nutrition, beauty tips, exercise and health.

Drug Store News and H. Crimson already publish "Diabetes & You" for Walgreens and announced in June an agreement with CVS to publish "50 Plus Health," which also will debut in the first quarter of 2003. Kenlon noted that these channel leaders all recognize the need to brand their stores beyond circulars, radio, TV and private label brands. In addition to building the store brand, an exclusive magazine helps distinguish a chain from its competition and enhances its image as a learning center, he added.