You might be forgiven for not knowing that Costco, known for its big-box warehouse offerings and affordable hot dogs, also is a publisher, with its own magazine. But even if we might forgive you for not knowing, we’ll also caution that you’re missing out. It exists—and it’s a hit!

The Costco Connection currently ranks as the magazine with the third highest circulation in the United States. Its reach extends to the distribution of 15.4 million copies, delivered to club members each month. An additional 300,000 copies are available in Costco locations for shoppers to browse while in the stores.

The content features an eclectic mix of reading material that seems designed to appeal to a broad range of readers, but also is specific to Costco’s average member. It spans recipes, product descriptions, articles about health issues, and human interest pieces. Oprah Winfrey, Bruce Springsteen, and Tom Hanks all have been featured in previous issues, providing readers with novel access to these popular celebrities while also reinforcing the celebrities’ image as everyday folks who also might love to shop at Costco.

Whereas other print journalism interests continue to struggle, the built-in readership of the Costco Connection means that its editorial staff is largely free of the pressure of trying to push more engagement by publishing sensational pieces. Instead, they can focus on charming, gently entertaining content that also cultivates an appealing sense of belonging to a community. The shared content creates an idea of what it means to be a Costco shopper, outside of just bulk, value-oriented buying.

As a result, readers respond positively to what they find within the pages, including product reviews. In today’s politically divisive cultural contexts, most media companies come under increasing scrutiny and questions about their responsibilities as they relate to the content they push. But 94 percent of readers express confidence in the Costco Connection. This cultivated outcome has been achieved by insisting on a culture of accepting feedback and responding accordingly. The magazine routinely publishes contact information for members of the staff, including that of its editorial director.

As an added benefit for Costco, print remains one of the best vehicles for achieving distraction-free engagement. According to some research, product reviews published in print lead to higher quality audience attention. One survey estimated that more than half of the magazine’s readers bought a product because it was mentioned in the Costco Connection. The products featured in its pages accordingly exhibit sales increases of up to 30 percent.

Noting the Costco Connection’s appeal and success, some other chains have tried to replicate the formula, but they seem unable to do so. Sam’s Club ended the publication of its magazine; though some other grocery chains continue publishing their versions, they attract much smaller audiences. The content, style, and editorial ethos has firmly established the magazine’s niche, pop culture status, along with a fiercely loyal readership.

Discussion Questions 

1. How might retailers without print publications replicate the sales boost that Costco products receive from being featured in the Costco Connection?
2. Which other brands might find a similar success with a print publication? Which other brands likely would not? Why?

Sources: Mattie Kahn, “Costco Has a Magazine and It’s Thriving,” The New York Times, October 19, 2024; Nathaniel Meyersohn, “The Costco Connection Is America’s Fourth Biggest Magazine,” CNN Business, February 24, 2020; “Costco: An Unlikely Publishing Winner with Its Monthly Magazine,” WARC, October 21, 2024