Waitrose announces launch of first ever digital recipe magazine

Waitrose will be the first supermarket ever to launch an 'ezine' - an online interactive magazine that incorporates Waitrose food news and features, nutritional information and tips, recipes and cookery demonstrations.

The ezine, called WaitroseLIVE, draws on the content of Waitrose Seasons magazine in an interactive format, produced in conjunction with Dennis Communications. The 16-page issue includes 14 step-by-step recipe videos, a video of Waitrose Managing Director, Mark Price, a behind-the-scenes dinner party video as part of the 'Supper Club' feature, recipes for 'Forgotten Cuts' and a day-in-the-life video of one of our pig farmers highlighting our high animal welfare.

It is also full of recipes, cookery demonstrations, Waitrose offers, competitions, nutritional tips and information on the featured recipes and products, wine recommendations and a purchase button which allows customers to click and order the products through WaitroseDeliver. Recipes can also be printed out and emailed to friends.

The magazine will be emailed to over 3 million male and female customers by utilising a combined database of Waitrose customers, Dennis Communications reader database and other relevant UK consumers. In addition, a link to a slightly different version aimed at male customers will be emailed later this month to subscribers of Dennis publications and will reach up to 1.3 million more readers through the Dennis' various websites. A link to the original ezine will also appear on IPC's women's lifestyle website, www.goodtoknow.co.uk and Nat Mags website, www.allaboutyou.com.

WaitroseLIVE can be accessed by going to www.waitrose.com/live.

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