Morrisons has pulled the plug on its customer magazine with immediate effect.
The May edition of Morrisons Magazine is the final one to be published; activity on the magazine’s Twitter account stopped at the beginning of this month.
All editions of the magazine – print, online and mobile apps – will cease.
A spokesman for Morrisons said the magazine had been scrapped as part of an ongoing review of the retailer’s marketing activity. “Instead, we will be concentrating on other ways to communicate with our customers.”
These include a new Fresh Hub launched about two months ago on the Morrisons website, which features a wide range of food and lifestyle content, such as recipe ideas, ‘calorie swaps’ and information on in-season produce.
Morrisons Magazine was managed by Result Customer Communications. In 2012, it became the first supermarket customer magazine to launch an iPad app.
New Tesco staff magazine
Morrisons’ decision to pull its magazine comes as other supermarkets are also shaking up their publishing operations.
Tesco has just shelved its monthly staff magazine, The One, and replaced it with a new quarterly publication called ‘t’.
The new magazine – the first issue of which was published on 18 June – is edited by Tesco’s colleague communications panel, which represents staff across all areas of the retailer’s business. It would allow Tesco to “explore in more depth the stories that matter most to colleagues as well as looking at how we’re working together to serve customers a little better every days,” a spokeswoman said.
“Our existing digital channels, including OurTesco.com, will continue to allow us to communicate daily news to colleagues,” she added.
Meanwhile, Asda recently shifted the publishing contract for Asda Magazine from Publicis Blueprint to Hearst.
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