We’ll take your flyer, Target, and raise you a glossy Walmart magazine.
The battle of the popular-priced retailers heated up Monday with the launch of a free glossy 100-page publication, Walmart Live Better magazine.
Susan Schutta, senior director of corporate affairs for Walmart Canada says the timing of the magazine’s launch so soon after Target’s Canadian retail debut is “coincidental,” adding the magazine has been in the works for months. The creation of the magazine was announced in December 2012.
Produced for Walmart by Rogers Media’s Custom Content division, Walmart Live Better will appear six times a year at Walmart Supercentres in English Canada, as well as through online platforms with regularly updated content. With a press run of 1 million copies per issue, it automatically becomes Canada’s largest-circulation magazine, according to Rogers.
Target launched its inaugural 28-page flyer Friday to showcase deals in recently opened 24 Canadian stores, including several Toronto and GTA locations. By the end of the year, 100 more stores are set to open in Canada.
Walmart Live Better features typical lifestyle departments including home, fashion, food and health and beauty — including a makeover with Katie Schulz, Walmart’s Mom of the Year. Of course, all featured produces are stocked on Walmart shelves.
Schutta added notoriously flyer-loving Canadian consumers will still get that fix with flyers continuing to go out to 9 million households across the country.
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