TC Media shutters Loblaws’ Fresh Juice print edition

There will be no more fresh issues of Fresh Juice. Publisher TC Media announced last week that it has stopped publication of the multi-platform brand’s print edition, effective immediately. The current February/March edition of the publication will be its last. Launched with considerable fanfare in 2012, Fresh Juice is produced for grocery giant Loblaws. The […]

There will be no more fresh issues of Fresh Juice.

Publisher TC Media announced last week that it has stopped publication of the multi-platform brand’s print edition, effective immediately. The current February/March edition of the publication will be its last.

Launched with considerable fanfare in 2012, Fresh Juice is produced for grocery giant Loblaws. The print edition published six times a year and boasted a circulation of 400,000 copies – 325,000 of which were sent to Loblaws’ most loyal and highest-spending customers. (According to the Fresh Juice media kit, their average monthly PC Card spend was $20,000, and their median monthly grocery spend $687.)

The print edition was complemented by a website that attracts 74,000 unique visitors – including 52,000 female unique visitors – and 154,000 unique impressions each month, as well as social media and an e-newsletter boasting 61,000 subscribers.

TC Media turned down interview requests, but issued a statement saying it had become apparent that the brand’s target audience – primarily females 25-54 – were more focused on the digital product, “therefore it has been decided that Fresh Juice, the print magazine, will cease publication.”

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