Magazines get the Asda price-cutting treatment

Asda is to launch an aggressive pricing offer on magazines involving “two for the price of three”.

The initiative starts at the end of the month and will cover 20 magazines that will change continually. Asda spokesman Phil Reed refuses to reveal any titles, but says all the major magazine publishers are supporting the scheme.

They will be displayed on a dedicated stand and will cover a broad range of interests from lifestyle to fashion and beauty.

Reed says: “We are not going to cut the cover prices of magazines – even though we would love to, we have no plans to. We are looking at another way to bring value to the magazines market.”

He says the promotion will run indefinitely.

Asda is renowned for its campaigning on sectors which it believes offer poor value. Books, comics, perfumes, skincare, feminine hygiene products and vitamins have all come in for price-cutting treatment.

At the end of May, Asda halved the price of Savlon Antiseptic cream and put up posters in stores saying: “It’s a rip-off. We think price fixing should be abolished” to highlight the practice within the health industry.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here