Market research reports

Report by Baughman Associates (marketing and research consultancy) for a meeting with A.F. Rees and D.B. Noble on 21 May 1993. The report suggests that Sainsbury's should adopt an explicit positioning to promote healthy eating and that a communication strategy on healthy eating should be developed. Market research is proposed to develop such a positioning and strategy using group discussions with members of the public. An internal memorandum from A.F. Rees to P.L. Foster (copied to I.J. Hunt and A.M. Tasker) relating to the report is included.

'Sainsbury's The Magazine' [renamed 'Sainsbury's Magazine' in 2002]. In 1993, a company, New Crane Publishing, was formed to produce and publish the magazine by editor Michael Wynn Jones and his wife Delia Smith. Owned by the editor Michael Wynn Jones and his wife Delia Smith, it was sold to content marketing company Seven in Jan 2005. Seven was founded by managing director Seamus Geoghegan and chairman Mike Potter, both of whom had been at Redwood (Potter was one of the three founders). Seven established Seven Squared in 2007. Editors: Michael Wynn Jones, 1993-c.2003 Sue Robinson, 2003-2009 Helen Lang, 2009-present The magazine is a paid-for consumer lifestyle magazine with recipes and articles promoting products sold in the stores. The magazine also includes tokens and money-off vouchers for products, to be spent in Sainsbury's stores. By 2011 The Magazine was produced by Seven and was the UK’s most widely read, paid-for title. With just under 4 million readers every month (NRS), by 2011 Sainsbury’s Magazine was the only title to be a three time winner of the PPA Customer Magazine Award at the annual Periodical Publishers’ Association (PPA) Awards. In 2011 the Magazine won Best Consumer Publication (Retail), APA International Content Marketing Awards 2011. In September 2012, Sainsbury's Magazine was launched as a digital edition through collaboration with Exact Editions, the web services company. The digital edition is available on iPhone and iPad through Apple’s Newsstand section of the App store, as well as compatible Android devices through the ‘Exactly App’ on Google Play. A survey in Jan 2012 found that 70% of readers agree that they are more likely to try new products at Sainsbury's as a result of reading Sainsbury's magazine (ResearchNow data). Celebrities appearing in the magazine include Nigel Slater, Rick Stein, Ruth Watson, Simon Hopkinson, Jamie Oliver and Nigella Lawson. In September 2012 an online offshoot of the Magazine was launched with the Kitchen Secrets blog. Statistics (2010-2011) More than 264,000 copies of Sainsbury’s magazine sold through all Sainsbury’s stores throughout the UK every month.* 3,296,000: Average number of readers per issue – the UK’s most widely read fully paid-for monthly title.* 264,101: Circulation – the 27th most actively purchased title in the UK ** 580+ recipes triple tested by the expert food team and featured in 2010 93.4 % of readers think that the contents in Sainsbury’s magazine are ‘very’ or ‘quite’ relevant*** 80.9 % of readers think the magazine is ‘excellent’ or ‘like it a lot’*** * NRS January-December 2011 ** ABC circulation July-December 2011 *** Sainsbury’s Magazine survey Aug 2010

Videos containing footage of stores, probably intended for release to the media.