Media Road Test - John Lewis Edition

- What's new?

John Lewis' customer magazine, Edition, published by John Brown, is being distributed free to customers in-store from this month. It will be produced for the autumn, Christmas, New Year, spring and summer seasons.

- What's in it for readers?

Flicking through the magazine many readers will recognise the face of Marie Claire's former editor, Marie O'Riordan. As editor-in-chief of Edition she is bound to lend more value to the title. Vanessa Thompson, former Marie Claire deputy editor, will edit the title and contributors include Esquire editor Jeremy Langmead, The Guardian fashion editor Jess Cartner-Morley, and arts critic Miranda Sawyer. The title has a high-quality feel and the launch issue includes an interview with actress Anna Friel.

- What's in it for advertisers?

Edition is casting its net wide in terms of target audience. It will primarily target 35- to 45-year-old women, but will also reach out to younger and older audiences including 45-plus empty nesters, 25- to 34-year-old affluent couples and 35- to 44-year-old affluent men. Most of the advertisers in the launch issue were from the designer fashion and beauty sectors in line with the brands stocked by John Lewis. Samsung booked an advertorial around a technology feature focusing on its flat-screen TVs.


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