River’s Dare hits streets to become free women’s title

The publisher is increasing distribution of the magazine, which it launched last year as a paid-for title through Superdrug’s 912 UK stores, to 750,000 copies. The move significantly boosts Dare’s circulation from the 271,263 paid-for copies certified in its January to June 2007 ABC.

Dare will continue to be distributed through Superdrug stores, but the 50p cover price has been dropped. The title follows the launches of free weekly men’s magazines ShortList and Sport.

It will be available in cities including London, Manchester, Liverpool and Newcastle. Half a million copies will be distributed in Superdrug stores, with a further 250,000 outside stations and city centres.

Ad manager Matt Simpson said River had ambitions to build third-party advertising in the title with brands such as Procter & Gamble. The first free issue features full-page ads from charity Dogs Trust and fashion website Boohoo.com.

Some ads detail cosmetics available at Superdrug, while others promote products with vouchers to drive footfall back to stores. Simpson said: “Advertisers need to see it has a good future ahead of it. The feedback is that they are impressed.”

This article was first published on Media Week