Medium Rare is launching a new magazine for Bunnings Warehouse, which will be available free in stores.
The publishing company, which is owned by News Corp Australia, currently prints magazines for Coles, David Jones and Qantas and is hoping to extend the successful model to the hardware store.
The Australian edition of the Bunnings Warehouse magazine will be printed monthly from March 2019 with a circulation of 500,000.
The New Zealand edition will follow in July and will have a circulation of 100,000.
Digital versions of both will also be available on the Bunnings' websites.
The magazine will provide customers with ideas for improving their homes and gardens available at the store.
“Bunnings is already the DIY expert. The magazine will play a pivotal role in delivering the all important inspiration step,” editor Jane Parbury says.
“Our mission will be to create a must-read-and-keep magazine that inspires home improvement. Our research shows that Bunnings’ customers are heavy print readers and have a voracious appetite for content that helps them improve, update, maintain and renovate their homes and gardens.”
Bunnings director of marketing and merchandising Clive Duncan says the magazine will be a natural extension of the content found on its website.
“The magazine provides another platform to inspire customers through achievable projects with helpful advice to create homes of which they can be proud,” Duncan says.
The founding editor of Elle Australia Justine Cullen recently joined Medium Rare as the editor-in-chief of the David Jones magazine after five years with Bauer Media.
Speaking to AdNews in April Medium Rare managing director Gerry Reynolds said he believes brands are the new publishers because of their “unparalleled reach” and a deep understanding of their audiences.
The Coles magazine it publishes is the most read magazine in Australia, with just over 4 million readers.
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