Of course - because everything is linked to everything else, the rise of the supermarket as a distribution channel for newspapers and magazines must have, and already has had, an effect on the products being distributed.

If you wonder why there are so many new weekly magazines coming on to the market, here is the answer:

'The new wave of weeklies speaks volumes about the speed of life in modern Britain - and where the power lies. BBC Magazines managing director Peter Phippen, whose flagship is the Radio Times, says: "There is growing pressure from supermarkets who want magazines with a high turnover. Smaller monthlies are going to be displaced."

Ian Locks, chief executive of the Periodical Publishers Association, says: "Most monthlies do not work in supermarkets. About 80% sell in the first two weeks. What about the rest? They don't like gaps, though the super brands are safe." '

(http://media.guardian.co.uk/mediaguardian/story/0,7558,1324115,00.html - accessed 11/10/04)

And this after previous evidence:

'More than 1,000 magazine titles could disappear from newsagent and supermarket shelves if the government implements proposed changes to competition law next year, a new report has warned.'

(http://media.guardian.co.uk/presspublishing/story/0,7495,1284939,00.html - accessed 11/10/04)

Apart from anything else this demonstrates how important it is for those who study the cultural industries and/or media to keep a close eye on the commercial/business aspects which determine, at least in part, what consumers will be offered - or what it is most in the producers' interests to offer.