BENTONVILLE, Ark. -- Before its first exclusive magazine has even hit the shelves, Wal-Mart Stores here is getting ready to launch its second exclusive publication, a women's health and wellness title, according to a media report.
The new publication has been developed with American Media, Boca Raton, Fla., publisher of the periodicals Star and the National Enquirer, Shape and Muscle & Fitness, the report said. The working title is Looking Good and it will be priced under $2. The retailer and publisher were unavailable for comment, although freelancers were preparing stories for it, according to the report.
Wal-Mart's first exclusive magazine, through a partnership with Time Inc., New York, is a women's service publication called All You, which is set to debut next month, also for under $2. All You was the first magazine distribution arrangement of its kind.
The significance of this second title goes well beyond the magazine and supermarket industries, according to one industry observer.
"Wal-Mart appears to be taking the lead in redefining the marketing mix," said Bill Bishop, president, Willard Bishop Consulting, Barrington, Ill.
With its magazine launches, Wal-Mart has found how to reach consumers in a new way, he said, by becoming involved with a vehicle that speaks directly to them. Historically, this approach has solely been the province of suppliers, Bishop said.