NW and OK! are not the only titles using free mini magazines to add value to existing titles – but they are the two I noticed this week. I am surprised at how widespread this has become – so much so that it is no longer a point of difference between titles competing for the same consumer. I can understand the reasoning for using mini mags – content is easy to acquire for the benefit of showing added value. I wonder if there are other more creative ways these magazines can differentiate themselves.