Tesco proves that retailers should be publishers (and vice versa)

Tesco, the British retailer, publishes a magazine that has overtaken daily tabloid newspaper The Sun as the most read print publication in the U.K. The article states that magazines like this are discovering the need to appeal to “audiences” rather than customers, ushering in a new “pubtailing” model.

Lest anyone think this is just a British phenomenon, Game Informer, the magazine sold through GameStop video game stores, has seen a circulation jump of 37 percent over 2011 and recently vaulted past Better Homes & Gardens to become the third-largest magazine in the U.S.

– James Sturdivant

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