JCPenney Unveils RealYou

JCPenney Co., Plano, TX, yesterday launched RealYou, a custom-published women’s fashion magazine targeting working women ages 35 to 54 years old. The premiere issue, via Redwood Custom Communications Inc., Toronto, will be distributed next month through direct mail to 4 million customers’ homes.

RealYou marks Penney’s second foray into custom publishing. The retail and catalog marketer also publishes Noise, a custom-published teen magazine launched last year with a circulation of 3.5 million.

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