Coles Magazine doubles issue frequency

ACP’s custom magazine for Coles Supermarkets – one of Australia’s largest circulating title – has doubled its frequency with the addition of another six editions per year.

The increase is effective from July 2012, with an total print run of 1.25m copies every month and 2.5m printed at Christmas time. This increase in distribution equates to an annual reach of 15m copies a year.

Sally Wright, publisher, ACP Custom Media and Books, said in a release: “We are strengthening what is already a popular supermarket pick-up and a powerful marketing property; the increased frequency gives Coles’ customers more of the exclusive Curtis Stone recipes they love while also providing suppliers more opportunity to promote their products in an editorial environment that we know shoppers embrace.”

The magazine is primarily read by women, with an average reader age of 44, according to figures from AustraliaSCAN, 2011-2012 by Quantum Research.

ACP claims the magazine is an idea environment to reach a specific audience. AustraliaSCAN data claims 83% of Coles magazine readers do not read Masterchef magazine, 84% do not read Super Food Ideas, and 85% do not read Woolworth’s Good Taste.


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