Retailers Go for Lifestyle Magazines in Print

Ocado is about to launch its new consumer magazine, Ocado Life, to be included with all of its grocery deliveries from this week. In contrast to the online grocery retailer's virtual magazine, which features recipes and seasonal entertaining ideas, the printed version is a life-style mag for inspiration and information.

Ocado is the latest retailer to work with August Media, a publishing firm that has also worked on magazines for IKEA, Whole Foods Market and others.

More on retailer-sponsored mags:

• Harrod's has its own printed mag, and in fact has established its own media arm. 
• ASDA and Tesco, among other retailers, also publish widely circulated printed mags.
•  John Lewis has its own mag, working with John Brown Media, a firm that has worked with Waitrose and other brands.

This is all part of a broader trend toward brand-sponsored content in magazine format. Beyond retailers, brands in many categories, from clothing to cars, are seeking to connect directly with customers by providing content tailored to the interests and needs of each brand's audience. How many brand-sponsored mags will customers actually read and reread?