New customer newspaper for Morrisons Supermarket, in partnership with LoveMedia

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. Concept to Execution I 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 I drove and closed every pound of commercial revenue to ensure the publication launched profitably from issue one and scaled into issue two. Design & Full Production Management I commissioned a leading designer to create the publication’s design system and layouts, handling advertiser copy and assets, and preparing files for print. Working alongside the designer, I oversaw proofing and managed post-production logistics to ensure deadlines were hit without compromise. Print + Digital Distribution I negotiated with Reach PLC on print costs, paper quality, and aligned distribution across both retail and home delivery channels. I 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. Contracts & Compliance I created all commercial and legal infrastructure to support revenue generation, including booking forms, terms & conditions, disclaimers, and full ASA/CAP compliance. As data controller, I ensured all advertising activity met regulatory standards while maintaining transparency and trust with advertisers. Smart Editorial Strategy I commissioned a leading UK editor to create bespoke lifestyle content. Within each editorial feature, we placed a call to action via a QR code that linked back to relevant magazines for consumers to purchase via the LoveMedia platform, in a Morrisons-branded environment, aligning with Morrisons’ requirements while delivering measurable commercial value.