Covenant Group, Mardel Christian & Education and The Parable Group announced a long-term joint initiative with Initiate Media to provide their partner stores with free bimonthly print copies of Christian Woman magazine. The partnership aims to create a catalyst for repeat in-store traffic.

For more than 60 years, Christian Woman has been published in the Australian and New Zealand markets. Each issue offers relevant articles, faith-filled stories of hope and additional content that encourages women in their walk with God. The magazine being rolled out in the U.S. market is a completely separate title, however, and is printed in the United States.

Christian Woman will not be available through subscription but only through Christian bookstores affiliated with The Parable Group, Covenant Group and Mardel. Customers can sign up to receive notifications from Initiate Media when the newest edition is on the shelves of local stores.

“We are delighted to announce this innovative publishing initiative with Parable, Mardel and Covenant,” said Matt Danswan, CEO of Initiate Media. “Over the last few years, we’ve partnered with retailers in the Southern Hemisphere to distribute our magazines for free with tremendous success. We know this model works, and we are eager to roll it out with our Christian retail partners in the U.S. Retailers receive high-quality magazines to offer their customers for free, creating additional store traffic, and the customer gets to enjoy rich Christian content while building loyalty with the store—everyone wins.”

Parable Group President Steve Potratz sees the magazine as a creative way to drive traffic into stores.

“We commend Initiate Media for their support of the independent Christian retail community and for recognizing the value in providing rich content for free,” Potratz said. “We are excited to see how this partnership will drive repeat customer visits and provide success to individual stores.”

Parable, Covenant and Mardel will promote the magazines through email, print and other means.

“We are excited to introduce the customers of Covenant Group retailers to Christian Woman magazine beginning this fall,” said Chuck Wallington, president of Covenant Group. “Its pages are filled with inspiring and informative articles, and it is such a quality piece we feel our customers will have a high perceived value of it when it is placed in their hands. It seems to be a natural for not only introducing customers to the personalities whose products we sell; but also giving them a reason to return to our store to pick up future issues as well.”

Mardel President John Nardini added: “This program gives Christian retail stores something critical in today’s supercharged competitive landscape: a great way to drive traffic. The fact that the magazines are high quality and are free to consumers gives our stores the opportunity to increase visits while strengthening customer relations.”

Christian Woman can be found at the partner stores starting in October.

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