Women’s Budget-Conscious Magazine All You Is Stepping Outside of Walmart

Starting in April, Time Inc.’s All You, the magazine for budget-conscious women, will be sold at stores outside the retail giant—the title’s sole newsstand distributor since launching 10 years ago.

The exclusive deal with the world’s largest retailer let All You reach its target audience at scale with limited marketing costs, while circulation soared to more than 1 million in five years. But as the soft economy has made budget shoppers out of everyone, the title seemed to be missing out on potential sales and audience by limiting its distribution.

Surprisingly, All You’s female readers have a median household income of $68,000—$11,000 higher than Condé Nast’s luxury ad-driven Vogue at just $57,000.