Chapter 20: Launching or relaunching a customer magazine. How Waitrose repositioned its customer magazine and extended its brand journalism strategy

More about Waitrose’s brand journalism strategy…

One area that was outside the focus of this chapter in the book was Waitrose’s use of social media. If you’d like to look more widely at Waitrose’s approach to journalism, take a look at their YouTube channel:

Here’s an example:


These links take you to the source material for this chapter in the book version of Brand Journalism. They are here to make it as easy as possible for readers of the print edition to refer to sources and further reading and research material. All links were active when the book was researched and published. If you find a boken link, please let me know at

1 Research collated by In Publishing on Waitrose

2 The Marketing Practice on Waitrose

3 Marketing Week, on the essentials range

4 John Brown customer publishing group on Waitrose’s magazine

5 Waitrose, on its  Weekend newspaper

6 Pelissier Communications blog on the benefits of Waitrose’s newspaper

7 John Brown on Waitrose’s magazine