Bronze to head up Tesco lifestyle launch

Bronze: consumer background

Britain’s biggest retailer, Tesco, is gearing up to launch a major magazine next spring.

The contract has been snapped up by Cedar Communications and Carol Bronze, former deputy editor of Cosmopolitan, has been appointed editor.

The first issue is still under wraps but Bronze is believed to be hiring a top team and recruiting editorial staff on all levels.

Bronze has a solid background in consumer magazines, having worked on the launch of the BBC’s women’s glossy Eve and overseen the launch of Cosmo spin-offs Cosmo Real Life and Cosmo Hair and Beauty. She has also worked for Chat, Living, Prima and Waitrose Food Illustrated.

The title is expected to reflect Bronze’s background, featuring a combination of food, fashion and lifestyle articles relevant to Tesco customers.

The format and frequency have yet to be decided, but it is likely to be quarterly or bimonthly.

It coincides with the supermarket’s strategy to branch out and be as big in non-food as it is in food, expanding into retailing services, fashion and international markets.

Tesco operates 2,291 stores worldwide and has more than 3.4 million personal finance customer accounts.

The magazine is the biggest contract for Cedar Communications this year and will enable it to compete with some of the biggest circulation titles in the UK. Asda Magazine has the fourth biggest ABC in Britain with a distribution of more than two million.

Safeway Magazine has an ABC of 1.5 million and Sainsbury’s Magazine, which is sold in store, has a circulation of 278,043.

Cedar Communications also publishes the award-winning British Airways titles High Life and Business Life; BMW Magazine and The London Magazine for Central London Estate Agents.

The company is expected to announce another large contract in the new year.

By Ruth Addicott

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