John Lewis Edition

by John Brown Media Client: John Lewis
john-lewis-editionThe Brief

To remind customers of breadth of assortment, tempting customers to shop departments previously not explored.

To encourage reappraisal of the fashion offering.

To create standout against the competition.

The Challenge

Famous for its world-class customer service and trusted quality, John Lewis is a company whose success lies in its anticipation of its customers’ needs and desires. The mantra of the magazine is to delight and drive. We produce a free magazine of newsstand quality that’s engaging, useful and brimming with exquisite photography. Fourteen successful issues of John Lewis Edition demonstrate that we have delivered the best retail magazine to the nation’s favourite retailer, John Lewis.

Editorial Response

Innovation and design are at the core of the John Lewis brand and are also the heartland of John Lewis Edition, rippling across the breadth of content from home and fashion to beauty, travel and lifestyle. Original photography is key; using big-name photographers such as Gustavo Papaleo, Heather Favell and Adrian Briscoe offers the reader a visual experience that shows a side of John Lewis that you wouldn’t normally expect.

The strapline ‘Shopping Intelligence’ is key, and offers readers edited choice and useful shopping insights. Combine that with great editorial from national newspaper columnists India Knight, Miranda Sawyer and Toby Young and readers get a newsstand-quality magazine to enjoy.


The magazine’s ABC of 484,991 is now in the top spot for the market sector Women’s Lifestyle/Fashion, overtaking the long-time category leader Glamour. (ABC 01/07/2011 – 31/12/2011)

Readership has reached 817,010 (TG Q2 2012)

A reader survey was included with the New Year 2011 issue. Survey respondents spend an average of 30 minutes reading John Lewis Edition. Furthermore, 89 per cent report doing something after reading an issue, and 70 per cent say it has prompted them to visit more departments either instore or online.

Advertisers love the magazine and revenue targets were exceeded by 49 per cent in 2011.

67 per cent value average issue product sales uplift (across ten issues).