All You, the Time Inc. publication targeting readers on a budget, is taking a big step. All You has been sold exclusively in Walmart’s and Sam’s Club’s since it launched in 2004, but starting in April, it will be sold in other retailers, such as Safeway, Target, CVS, Walgreens and Barnes & Noble.
All You’s publisher, Suzanne Quint, said the decision to expand the glossy’s distribution was driven by a change in peoples’ behavior. Quint described this phenomenon as “cross-shopping;” essentially, people are using more than just one platform to shop.
“Recognizing this cross-shopping behavior, All You is expanding distribution to meet the needs of this growing population and realize untapped consumer demand,” Quint said, in a statement. “With our expansion we’re looking forward to reaching more consumers wherever they shop and continuing to drive sales for marketers.”
In anticipation of the move, All You has increased its rate base by 50,000.