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Waitrose to email interactive magazine to 3m customers

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Waitrose has launched an ‘ezine’, an online interactive magazine that incorporates Waitrose food news and features, nutritional information and tips, recipes and cookery demonstrations.

The ezine, called WaitroseLIVE, draws on the content of Waitrose’s print magazine ‘Seasons’ and is produced in conjunction with Dennis Communications (Warning — this link comes with music). The 16-page issue includes 14 step-by-step recipe videos, a video of Waitrose managing director Mark Price, a behind-the-scenes dinner party video as part of the ‘Supper Club’ feature, recipes for ‘Forgotten Cuts’ and a day-in-the-life video of one of the supermarket’s pig farmers to highlight high animal welfare standards.

It also includes cookery demonstrations, offers, competitions, nutritional tips and information on the featured recipes and products, wine recommendations and a purchase button which allows customers to click and order the products through WaitroseDeliver. Recipes can also be printed out or emailed to friends.

The magazine is to be emailed to over three million male and female prospects by utilising a combined database of Waitrose customers, Dennis Communications’ own reader database and other relevant UK consumers.

In addition, a link to a slightly different version aimed at male customers will be emailed later this month to subscribers of Dennis publications and will reach up to 1.3 million more readers through the various Dennis websites. A link to the original ezine will also appear on IPC’s women’s lifestyle website, www.goodtoknow.co.uk and Nat Mags website, www.allaboutyou.com.

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