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.