Centaur Media launched a sharesave plan in April to boost staff engagement and retention.
Employees at the publisher could opt to save a monthly fixed amount for three or five years and then earn a tax-free bonus.
The firm already has a share incentive plan (Sip) in place, but it hopes that the new sharesave scheme will generate higher take-up.
Mark Heineman, HR director, said: "Most competitive, good quality companies now offer a share participation scheme of one form or another."