‘All You’ is All That: More retailer-publisher agreements likely to follow
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Time Inc.’s launch of All You at Wal-Mart stores is grabbing industry attention as a new way to go about book debuts. (Oh god, did we really just write that?) By inking an exclusive distribution deal, All You is guaranteed a captive audience – and it helps that the consumer goods store chain is doing its part in promoting the title, even though all parties say the retailer has no editorial control.
Wal-Mart employees are wearing buttons advertising the title, which is also receiving preferential placement on the newsstand. And of course, the first issue is free – though nobody’s saying who covered that cost – and what Wal-Mart shopper turns down anything at no cost?
Kmart and Target are expected to follow suit if All You lives up to the hype. And what Target shopper can turn down anything branded in red bullseyes?
Jossip
