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Shaw's Offers Specialty Publications

WEST BRIDGEWATER, Mass. - Shoppers can go to Shaw's Supermarkets here to get some food for thought, now that the New England retailer offers two magazines, one dealing with healthy lifestyles and the other offering advice on wine.

The inaugural issue of "Wellbeing," a glossy 36-page magazine, was mailed earlier this week to thousands of homes in the region. It follows just weeks after the 16-page debut of "Winemarket," a publication designed to help intimidated customers understand wines and make informed food/wine pairing choices. Shaw's has wine sections in 77 of its 208 stores, with most of them in its New Hampshire and Vermont locations.

The first issue of "Wellbeing" features nutrition tips and menus for people on the South Beach, Atkins, Zone, and other diets. It also contains articles covering such issues as childhood obesity and methods of reducing stress.

Shaw's growing cadre of free quarterly magazines, including the "Ducklings" concept aimed at young mothers, which launched last year, are part of the retailer's strategy of developing close ties with niches within its customer base.

The publications, which are sent only to those customers who sign up in stores or on Shaw's Web site, are produced by Salem, Mass.-based ad agency King Fish Media.
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