CatMags, a joint venture between PSP Rare and Lucid Direct, launched the two monthly titles 'food' and 'home' on 29th September with both magazines available exclusively in Tesco supermarket stores across the country.
The A4, perfect bound glossy magazines claim to have an editorial style and production quality to rival existing consumer publications but with a competitive cover price of £1.99. These two monthly titles have been positioned to offer the best production values at competitive price points and are expected to not only appeal to existing magazine buyers but to attract new purchasers to the market.
With its promise to promote 'quality eating without the cost', 'food' is intended to help readers create wholesome and interesting food from the daily family meals to stylish entertaining, but on a budget. Issue One will feature recipes from chef Marco Pierre White as well as articles from regular columnists Eamonn Holmes and his wife Ruth Langsford.
Home, offers 'designer style at high street prices', with a range of articles and ideas aimed at helping readers to create stylish interiors at affordable prices. The broad range of inspiring yet achievable features include real homes make-overs, simple yet effective decorating ideas, the latest home trends and direct buying ideas which all come together to help readers achieve their dream homes in an affordable, realistic and inspirational way. Ex Ground Force presenter Tommy Walsh has been signed up as its regular columnist.
CatMags believes that these new magazines offer an alternative and very attractive opportunity for potential advertisers to directly reach Tesco consumers and increase sales.
Commenting on the series launch, CatMags director Grahame Lake said: “We are delighted to have secured this exclusive and groundbreaking distribution deal with the UK's largest grocer. As publishers, we have complete editorial control as with any normal consumer title, but have secured a direct route to our end user. This will allow us to have more accurate and timely reader and sales information which is great news for advertisers. We hope that the quality and £1.99 price point of these magazines will encourage new readers into the market, which is a win for everyone”
For Tesco, Charles Hunt, Senior Buying Manager News and Mags, commented: “These two new monthly lifestyle titles are the latest additions to our portfolio of magazines that are available exclusively in Tesco stores. Our aim is to increase the magazine offering to Tesco shoppers by ranging unique titles that they simply cannot buy elsewhere. We hope this will encourage more shoppers to buy their newspapers and magazines at Tesco, resulting in increased sales for the category as a whole.”
