P&G launches mag for mothers in U.K.

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[London] Procter & Gamble Co. is introducing its first relationship-building magazine for consumers in the U.K., targeting mothers. P&G is distributing 1 million free copies of the publication, called Mustard, with The Express newspaper, and 300,000 magazines are being mailed to customers in P&G's database. Laura Robb, consumer magazine manager at P&G, said, "We're always looking at developing new marketing tools ... this is a communication channel that we are interested in testing." Frequency will depend on response to the first issue, developed with custom publisher John Brown Citrus Publishing. All ads are for P&G products, including promotions for brands including Ariel detergent, Flash cleaner, Tampax and Fairy dishwashing liquid. P&G does targeted custom publishing in the U.S., including the Avanzando Con Tu Familia project for the U.S. Hispanic market, and online magazines HomeMadeSimple.com and HealthExpressions.com.