Chemist Warehouse has a sale catalogue out now called The House of Wellness – see the photo – the same title of the ‘magazine’ News Corp. requested newsagents to hand out three weeks ago as a ‘gift’ as I wrote about here. The title is also shared with a radio program now running on the Fairfax owned 3AW and sister stations elsewhere on the radio network.
Put all this together and we can see The House of Wellness for what it is, an integrated marketing campaign for Chemist Warehouse. It is even more clear that the magazine we were asked to hand out as a free gift was a key element this integrated comprehensive marketing campaign.
To me, it is is even more evidence of News Corp. undervaluing newsagents for the role it requested of us in what for them is an ad revenue activity.
News Corp. needs to call The House of Wellness what it is.
I noticed this April edition was an insert in Saturdays West Australian. It only took 2 issues to realise sending them to newsagents wasn’t working. I through out all of the first 2 editions unopened. Not on purpose but because absolutely no one wanted them.