In its latest step to hoist the visibility of its brand, Duane Reade Inc. this week introduced The Duane Reader, a print publication that highlights hundreds of new products — notably store brands — designed to meet the needs of busy New Yorkers.

The drug store chain the premier 20-page "magalogue" is available at its 256 stores in metropolitan New York and will be distributed in major newspapers and handed out on commuter trains and in office buildings throughout the city.

NEW YORK — In its latest step to hoist the visibility of its brand, Duane Reade Inc. this week introduced The Duane Reader, a print publication that highlights hundreds of new products — notably store brands — designed to meet the needs of busy New Yorkers.

The drug store chain said Monday that the initial 20-page "magalogue" is available at its 256 stores in metropolitan New York and will be distributed in The New York Times and The Daily News newspapers and handed out on commuter trains and in office buildings throughout the city.

Many of the items spotlighted in the first issue are Duane Reade brands, including DR Delish foods and beverages; Apt 5 household products, as well as the new eco-friendly Apt 5 Goes Green lineup; the new Look NY beauty brand; and the recently relaunched Christmas In New York brand. Introductory discounts are being offered on many products, with those prices in effect through January 1.

On the cover, for example, Duane Reade showcases DR Delish Grande Chunk cookies at $1.99 with the DRcard loyalty card, Apt 5 Goes Green household cleaner, DR Delish milk chocolate pecan caramel candy for $5.99 with the DRcard, the Hair By Monica hair care brand, and its array of DR Delish nuts and other snacks.

Also touted on the inside pages are DR Delish fresh-made, on-the-go foods; Apt 5 toilet paper and kitchen gadgets; Look NY cosmetic brushes; New York Spring Water and snacks; and DR sinus wash products. A page also is dedicated to Duane Reade’s pharmacy services, and a box on another page spotlights the chain’s new Lookboutique beauty departments.

"The Duane Reader represents our most recent effort to strengthen our brand image in order to match the positive changes that we are making to our customer experience," Joe Jackman, acting chief marketing officer, said in a satement. "It’s our hope that busy New Yorkers will find it to be a relevant, useful and entertaining companion for city-living during the holidays."

Billed as the "holiday edition," the premier Duane Reader issue focuses on the holiday season, calling attention items for entertaining (DR Delish French sparkling sodas), decorating (Christmas in New York cards, wreaths and apartment-sized trees) and stocking-stuffing (Apt. 5 corkscrews and LookNY makeup brushes). It also contains a pull-out holiday planner listing things that New Yorkers can see and do during the seasons, as well as providing such information as which restaurants are serving Christmas dinner and the hours of the Central Park Ice Rink.

"Virtually all the products in The Duane Reader have a connection to city living,," commented Joe Magnacca, chief merchandising officer at Duane Reade. "We are thrilled to use this unique publication to highlight the great values and wonderful array of new and exciting products that our team has been busy creating."

Duane Reade noted that the new publication is one of various elements in its recent business transformation, which includes design updates to many of its stores to enhance the shopping experience, improvements in customer service, expansion of store hours, and upgrades to products and services — all geared toward delivering on the retailer’s "New York Living Made Easy" brand mantra.