Time's All You Testing New Venues
When Time Inc. launched All You
eight years ago, it took an unusual step in choosing Walmart as its sole retail
outlet. For a new magazine to limit its distribution might seem
counterintuitive, but Walmart offered scale (the retail giant represents 15 percent
of magazines' single copy sales) and the ability to limit All You's marketing costs. And, the magazine was aimed
at value-driven women—essentially, the Walmart shopper.
Now, at a time when even the affluent
looking for bargains at Groupon, Gilt Groupe and the like, All You is planning to test sales outside the retail
giant for the first time. The test is expected to take place on a regional basis,
as early as June.
