PROJECT OVERVIEW

A Retail Media Launch Designed, Built, and Delivered by DW3 Media

DW3 Media conceived, built, and delivered a national retail publishing platform for Morrisons, in partnership with LoveMedia. Operating across nearly 500 Morrisons supermarkets, the platform delivered visibility to approximately 9 million shoppers per week and established a new consumer publishing and commerce model at national scale.

The project combined print, digital, branded content, and in-store activation to create a commercially sustainable media product, designed to drive engagement, advertiser value, and measurable revenue while meeting the governance and compliance standards of a major UK retailer.

DW3 Media led the project end-to-end, from commercial strategy and product definition through to launch, distribution, and monetisation.

Commercial Objective

The core objective was to reverse declining in-store print sales by repositioning the publication as a content-led commercial platform that drove value for Morrisons, advertisers, and readers.

This included:
• Creating a new retail-ready publishing model
• Integrating commerce and data capture into the editorial experience
• Delivering national reach with measurable advertiser outcomes
• Maintaining editorial integrity and regulatory compliance throughout

What We Delivered

DW3 Media acted as publisher, commercial lead, and delivery owner, with responsibility for:

Concept creation and product definition
• Originated the publishing concept, format, editorial structure, and commercial positioning.

Commercial strategy, pricing, and sales
• Defined pricing, advertising products, and partnership models, and personally sold advertising and sponsorship to fund the platform.

Print and digital delivery
• Launched both the print title and digital edition, overseeing design, production, ad copy management, proofing, and print schedules.

Retail distribution and in-store execution
• Managed national distribution across Morrisons’ checkout zones and newspaper fixtures, including in-store visibility and placement strategy.

Data capture and competition mechanics
• Designed and implemented data-capture and competition platforms to support partner campaigns and measurable engagement.

Compliance and governance
• Established all commercial documentation, terms, disclaimers, and ASA/CAP-compliant processes required for operation within a major UK retailer.

Operational delivery
• Coordinated printers, designers, editorial contributors, media partners, and third-party suppliers to deliver each issue end-to-end.


Execution at scale
• National print runs exceeding 200,000 copies per edition
• Distribution across nearly 500 Morrisons supermarkets
• Visibility to over 9 million weekly shoppers at point of purchase
• Digital editions and online amplification extending reach beyond store
• The platform launched profitably from issue one and was scaled across multiple editions.

Outcome.
The project established a new retail-led publishing and commerce model, proving that a content-first approach could deliver commercial performance at national scale without compromising editorial standards or governance.

The model was delivered live, profitably, and repeatedly, demonstrating a repeatable framework for retailer-led publishing partnerships.

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