Superdrug to distribute own title at rail stations

SuperdrugDARESuperdrug’s women’s customer title Dare is to relaunch as a handbag-size magazine this month and will be distributed outside major London Tube and rail stations.

The bi-monthly publication which goes out across the high street chain’s 900 nationwide stores, has also signed a distribution deal with Weight Watchers.

Dare, which has a total print run of 500,000 will be distributed during Weight Watcher meetings throughout May.

Copies of the free beauty focused magazine will also be given out on the streets of London, mainly outside major train and tube stations. London has been chosen as a focus destination for the relaunch, as it looks to find new shoppers.

The magazine will be published bi-monthly as Superdrug looks to drive more footfall in store.

Content for the magazine is also to become more focused on beauty and health. Superdrug’s head of marketing Dan Jarvis said content was now more brand focused and sales driven.

Dare will also feature special offers, real life stories and celebrity content, with Girls Aloud appearing on the cover of the relaunch issue.

Dare originally cost 50p, but was switched to a free distribution model early last year. DARE is published by River Publishing, which also publishes Weight Watchers magazine.

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