TC Media shutters Loblaws’ Fresh Juice print edition

February 26, 2014  |  Chris Powell  |  Comments

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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