In what media buyers are calling a wave of the future, Time Inc. is launching it’s new women’s service magazine All You with a decidedly different strategy. The magazine will be launched exclusively in Walmart stores which Lowe Worldwide EVP of Media Mike Neiss called “the seventh TV network.” It’s not clear how long the relationship will last. Wal-mart spokesperson Karen Burke said, “It will be treated just as any other magazine. It is at the checkout for the time being, and I don’t know if that will change.”
The move allows Time to skirt around expensive newsstand delivery wholesalers which cuts heavily into profits. In doing so, All You, along with Time’s admittedly “cheap” approach to editorial, allows for the very low $1.49 cover price.
