Myer to launch new consumer magazine

By Sarah Falson

SYDNEY: News Limited’s magazine arm, responsible for Donna Hay and Inside Out lifestyle magazines, has signed a contract with Myer to publish a glossy lifestyle magazine which will promote products sold by the retailer and also include lifestyle feature articles.

On sale four times a year, the 148-page magazine, called simply ‘Myer’, will be available both free-of-charge via a redemption voucher mailed to 475,000 Myer One rewards customers, with a “limited number” available for $5.95 on news stands nationally.

“The magazine will feature a substantial home section and a life section, both of which will cover off appliances and electrical goods of all kinds, including televisions, Mixmasters, air conditioners and iPods,” Myer magazine editor, Jana Frawley, told Current.com.au

Content will also include fashion and beauty, with an emphasis on shopping, and the magazine will be open to advertisers who distribute their products to Myer stores.

According to Frawley, the publication won’t sign-up dedicated consumer electronics, information technology or appliance writers, but will instead enlist the help of freelancers “on a needs basis,” she said.

A press release distributed by News Limited stated that the company estimates that more than 50 per cent of its audience will have a household income in excess of $80,000, with around 71 per cent of these aged between 25-54 years with the majority being women. In total they spend over $1.1 billion in Myer stores each year.

“This initiative is set to position Myer as an innovator in the Australian fashion, retail and magazine space,” said Myer chief executive officer, Bernie Brookes.

“Myer and News Magazines are making the relationship official,” said News Magazines chief executive, Tony Kendall.

“The magazine will have genuine editorial appeal and will be produced with all the vision, talent and creativity News Magazines has to offer. News Magazines is thrilled to be part of this exciting new addition to the magazine market,” he said.

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