Dennis To Publish Waitrose Digital Mag

Dennis Publications is to publish a digital recipe magazine for Waitrose, Waitrose Seasons LIVE, launching in January 2009.

The magazine will be emailed to over four million male and female customers by utilising a combined database of Waitrose customers, Dennis Publishing’s reader database and other relevant UK consumers.

Waitrose will distribute two different versions of the magazine: one targeted at a general food customer and a second specifically aimed at men.

An important part of Waitrose’s integrated marketing strategy, the digital format of Waitrose Seasons LIVE will enable the magazine content and design to be formatted specifically for a male or female reader. Dennis will draw upon its extensive database of magazine and website readers to distribute the magazine to a male audience.

Tim Farthing, commercial director, Dennis Communications, said: “We are very pleased to have been selected by Waitrose to work on this project. The magazine will be a first for supermarket marketing and a first for the Dennis Communications portfolio.

“Waitrose is an extremely strong brand and this partnership cements Dennis Publishing’s position as the leading global publisher of digital magazines.”

In a recent column for NewsLine, Farthing wrote about the importance of companies finding the best media channel with which to communicate with customers, outlining the pros and cons of different mediums (see Customer Communications – Choosing The Right Medium).

Dennis Publishing: 020 7907 6000 www.dennis.co.uk