Word Power: The Value of Custom Publishing

UNLIKE THEIR CONVENTIONAL COUNTERPARTS, health and wellness products are more closely associated with a particular lifestyle. Supermarket retailers eager to leverage that connection have turned to customized magazines and newsletters to help reinforce that bond. While this is not a new marketing technique Twin Cities-based Byerly's premiered a 16-page publication, Byerly Bag, more than 30 years ago

UNLIKE THEIR CONVENTIONAL COUNTERPARTS, health and wellness products are more closely associated with a particular lifestyle. Supermarket retailers eager to leverage that connection have turned to customized magazines and newsletters to help reinforce that bond.

While this is not a new marketing technique — Twin Cities-based Byerly's premiered a 16-page publication, Byerly Bag, more than 30 years ago — it is on the rise as more chains use wellness to differentiate themselves in

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