A&P to Offer Good Living Through Mars

Seeking to provide its customers with “added value,” the A&P grocery store chain in May will begin offering a new magazine, Good Living, published by Mars Advertising in Southfield, Mich.
About 1.5 million copies of the magazine will be distributed quarterly in 1,000 grocery stores in 17 states, mainly in the East, said Mars president Marilyn Barnett. The magazine is being produced by Mars’ custom publishing division, Unique Concepts International, which has created hundreds of promotional magazines for clients including Toys R Us and Kmart Corp.
The 9-year-old UCI division will fully cover its costs by selling ad space in the magazine, Barnett said. UCI is also handling all writing, design and artwork. “It will be really good for advertisers since it is so targeted,” Barnett said.
The 40-employee UCI unit has done work for A&P before, completing theme-oriented projects including an annual Project Earth magazine that touts the chain’s commitment to the environment and Earth Day. Good Living will be more like a mainstream magazine, with articles on health, diet, family living, relationships, home decorating and entertaining, Barnett said.
Several pages of the publication will be customized in each market to inform customers about area-specific programs, such as Michigan’s Farmer Jack Baby Club, which offers discounts to frequent shoppers. But the rest will consist of nongrocery-related articles and advertising, Barnett said.
The magazine is an effort by A&P to provide an “added value” to its customers, Barnett said. The chain strives to “have a presence in the community” and connect personally with its customers, she said.
Aside from its namesake chain, A&P runs grocery stores under the Farmer Jack, Kohl’s, Super Foodmart, Super Fresh and Food Emporium banners. It operates in states including Wisconsin, Michigan, New York, Pennsylvania, Georgia, Mississippi and the Carolinas.