Dive Brief:

• Time Inc.’s All You glossy magazine has published articles on shopping savvy, budget finds, and coupons for nine years, but will enjoy wide distribution as of this year.

• Once available only at Walmart and Sam’s Club stores, the publication will now be available at other retailers and newsstands nationwide after a successful limited trial last year.

• The expansion came after research by Insight Strategy Group revealed that 90% of women consider themselves "smart shoppers" and that 68% hunt for bargains because they want to, not necessarily because they must financially.

Dive Insight:

As a glossy women’s magazine, All You was suffering from declining readership in all print publications, so expanding its marketing range makes sense. But there’s something else. Retail is increasingly becoming about communication with customers, and All You has been at that game for nearly a decade. Look for All You to pay closer attention to its readership and content they like and appreciate, and for retailers to flip through its pages too.