A New Era in Consumer Publishing
A Retail Media Launch Designed, Built, and Delivered by DW3 Media
DW3 Media is proud to be the creative and commercial force behind one of the most ambitious consumer media launches in the UK grocery sector: the Morrisons Lifestyle publication, in partnership with LoveMedia.
Operating across all 498 main Morrisons supermarkets and visability to approximately 9 million customers per edition, this platform represents a serious channel for consumer engagement at national scale.
Conceived, structured and delivered entirely in-house, this project reflects DW3 Media’s ability to take an idea from zero to market-ready — shaping the commercial vision, editorial structure, pricing model, P&L, sales deck, brand identity and legal framework.
Commercial Objective & Strategic Positioning
The core objective behind the publication was to reverse the decline in in-store print sales by shifting consumers to the LoveMedia app — driving e-commerce transactions for their favourite newspapers and magazines. At the same time, the publication was positioned to subtly encourage in-store visits without appearing overtly retail-led, allowing editorial to focus on lifestyle content.
This approach gave the publication credibility as a consumer media product, while still supporting Morrisons' wider commercial goals. The concept was approved by the Press & Magazine buyer and supported by both the Marketing and Media Group teams at Morrisons, under a light-touch governance model.
What We Delivered
Concept to Execution
DW3 Media built the idea from the ground up — developing the commercial framework, advertising sales database and CRM, editorial structure, sales narrative, P&L, brand identity, and original sales deck with supporting marketing and platform strategies. We led all advertising efforts directly, ensuring that every pound of commercial revenue was driven and closed by DW3 Media. The title launched profitably from issue one and scaled into issue two.
Design & Full Production Management
We managed every stage of the production lifecycle: commissioning a leading designer to create the publication’s design system and layouts, managing editorial flow, handling advertiser copy and assets, and preparing files for print. Working alongside the designer, we oversaw proofing and managed post-production logistics to ensure deadlines were hit without compromise.
Print + Digital Distribution
Negotiated with Reach PLC on print costs, paper quality, and aligned distribution across both retail and home delivery channels. Oversaw the production and rollout of a 200,000-copy national newspaper — 100,000 copies distributed in-store at Morrisons checkouts and front-of-store newspaper kiosks, placing the publication directly in front of Morrisons’ circa 9 million weekly shoppers. A further 100,000 copies were home-delivered to newspaper subscribers. The digital edition extended reach to over 300,000 consumers via Love Media’s online and social media platforms.
Advertising & Compliance
DW3 Media created all commercial and legal infrastructure to support revenue generation — including booking forms, terms & conditions, disclaimers, and full ASA/CAP compliance. As data controller, we ensured all advertising activity met regulatory standards while maintaining transparency and trust with advertisers.
Smart Editorial Strategy
We introduced a publisher-led content model that avoided the inefficiencies of traditional advertorial sign-off, maintained editorial integrity, and drove readers back to the Love Media platform — aligning with Morrisons’ requirements while delivering measurable commercial value.
Data-Capture
DW3 Media also developed a way to rapidly scale data-capture via a repeatable revenue format using competition-led content while supporting re-marketing of publisher titles via the Love Media WebApp to drive increased digital magazine and newspaper sales.
This model combined in-store promotion to 9 million weekly customers through a QR code entry mechanic placed on a designed A3 poster at the front of store, with supporting print and digital promotion to create a performance-driven format that unlocked incremental revenues without additional editorial overhead.
Why It Matters.
This isn’t just a newspaper. It’s a platform—a new kind of content, e-commerce and brand engagment model for modern retail and publishing. It connects readers to the magazines they love, advertisers to engaged shoppers, and Morrisons to a powerful new content ecosystem.
View the Spring 2025 edition - Spring Inspirations
View the launch Dec 2024 edition - Christmas Inspirations
Each edition of the Morrisons Lifestyle publication is carefully themed and seasonally curated. From our Christmas debut to the vibrant Spring issue, we’ve created a recognisable media product that stands out on shelves and delivers consistent brand engagement — all underpinned by editorial excellence and creative strategy.
Our editorial approach is powered by a unique model: Features are designed to inspire readers and then drive them to the LoveMedia platform where they can find their favourate relevant titles digitally, while supporting retail themes and brand messaging. The result? Rich, relevant content that unlocks new e-commerce revenues, supports the publisher ecosystem on LoveMedia, deliverts digital sales revenues to Morrisons and in-store sales of relevant produce without compromising compliance or editorial integrity.
With 100,000 copies distributed directly through Morrisons checkouts and newspaper bins, this title is more than just print — it’s footfall-friendly, supermarket-optimised media with visability to over 9 million customers per week. Every issue meets customers at point-of-purchase, delivering high-impact visibility for brands and unbeatable proximity to buying decisions.
Adduitional posters are placed at the newspaper Kiosks for competetion activations, improving engagment and data-capture.