When Time Inc. launched All You eight years ago, it took an unusual step in choosing Walmart as its sole retail outlet. For a new magazine to limit its distribution might seem counterintuitive, but Walmart offered scale (the retail giant represents 15 percent of magazines' single copy sales) and the ability to limit All You's marketing costs. And, the magazine was aimed at value-driven women—essentially, the Walmart shopper.
“To be sold at the retailer that’s known for great value was the most effective and efficient way to reach our desired consumer and would give us the best sell-though,” said Diane Oshin, who has been All You's publisher since launch.
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