Annex launches b-to-b title for bioenergy sector

Available at: http://www.mastheadonline.com/news/2008/20080820674.shtml

During a world bioenergy conference in Sweden this past May, publisher Scott Jamieson of Annex Publishing & Printing conceived the idea for Canadian Biomass, a quarterly magazine for Canadian forest industry professionals that covers the emerging bioenergy market and energy industry. The 32-page debut issue came out this month; the next one will appear in December. “Bioenergy is a huge part of their mix in Scandinavia. They are like 20 years ahead of us. When I saw the amount of information available to people in the industry, it was clear that we had that void here.”

“There are practical pieces on how you collect and process wood residue featuring hands-on equipment, a variety of opinion pieces by people in this sector, market trends reports such as the use of wood pellets in Canada and the U.S., world news coverage on what other people are doing, people who are far ahead of us. For example, a report on the conference,” says Jamieson.

The standard-sized glossy has a circulation of 21,000. Canadian Biomass is for now distributed as a supplement with two of Annex’s forestry books–Canadian Forest Industries and Canadian Wood Products.

Companies such as Wellons Canada, which makes co-generation plants and energy plants, Bandit Industries, Combustion Expert and a variety of European and Scandinavian advertisers helped get the first issue off the ground. “In the future we will have to do something about [staff]. We are leveraging existing assets in terms of sales and editorial,” says Jamieson, who launched the publication alongside production manager Josee Crevier and production artist Brooke Shaw. Veteran forestry publishers and former owners Tim Tolton and Guy Fortin handled ad sales. The cost of a one-time, full page, colour ad is $4,470.

Oh Baby! Magazine is launching a French edition

Available at: http://www.mastheadonline.com/news/2008/20080819630.shtml

A Toronto-based guide for pregnant women that was first launched in Dec. 2005 will be expanding into French Canada in March 2009. About 40,000 copies of Oh Baby! Quebec will be freely distributed at over 30 Sears Canada locations, at pediatricians’ and doctors’ offices, maternity stores, toy stores and at baby shows and events, according to publisher Nick Eliades.

The French version is being created due to demand from Sears shoppers, website visitors and a perceived need for more parenting magazines in Quebec. Although Oh Baby! was originally intended to be a national magazine, Sears locations in Quebec would not distribute the English version. “We decided that now is the time to do it,” says Eliades. “English speaking Canada has so many magazines whereas Quebec doesn’t have many avenues to reach parents.”

The Francophone edition of Oh Baby! will be published four times a year, the same frequency as the English version, which has a circulation of 175,000. “Except [for] a bit of a different perspective because of French writers, everything else will be pretty much the same,” says Eliades.

Sandy Pedrogao is the editor of both editions. Eliades will be flying to Montreal this week in order to determine the rest of the editorial team.

The magazine will be printed by Quebecor World in Montreal is being funded through Hestia International. “It’s coming out of my pocket,” laughs Eliades, who created the company and the digest-size magazine after working for a company that sold outdoor media and published a similar sized magazine.

Oh Baby! Magazine will be promoted at the Parents and Kids Fair at Place Bonaventure in Montreal from April 2 to 5.

The rate for a one-time, full page, colour ad in the French edition of the magazine is $2,500.

Longtime freelancer launches magazine for Niagara region

Available at: http://www.mastheadonline.com/news/2008/20080818756.shtml

When Gloria Hildebrandt looked around her hometown, she saw no regional magazine for people living along the Niagara escarpment in Southern Ontario. Taking advantage of the open market, Hildebrandt, along with co-publisher Mike Davis and art director Branimir Zlamalik, launched Escarpment Views, a 28-page magazine designed to serve everyone in the Niagara Falls area up to the Bruce Peninsula. “We are looking at this area in a new way,” says Hildebrandt, a freelance writer with 25 years experience who has contributed to Canadian Living, Flare, Maclean’s, Financial Post, Homes and Cottages and various American publications.

Escarpment Views is “about the lifestyles and values of people living along the Niagara escarpment,” says Hildebrandt. “We feature nature, outdoor recreational activities, gardening, interesting house profiles, artists, local history, hidden treasures which might be public spaces that are not well known, inspiring community efforts by groups, and features on unique independent shops and retail areas. And a big element that we’re getting known for is really impressive photography. There is a lot of talk about our quality of photography and subject matter.”

The standard-sized quarterly has a circulation of 30,000 and is printed in Brampton, Ont. About 25,000 copies are delivered by controlled circulation through Canada Post to selected postal walks while the remaining 5,000 are distributed through advertisers. Subscriptions are $21.

With a shoestring budget, minimal staff and few overhead costs, revenue from advertising and subscriptions is expected to sustain the publication. “We are funding as we are going,” says Hildebrandt.

Hildebrandt points out that “because our readers have wide interests, we’ve got individual retailers, restaurants, car companies, cultural groups like theatres and music societies, conservation authorities, and tourism boards” advertising with us. A one-time, full page, color ad is $2,400.

Vervegirl gets ready to brave the newsstand jungle

Available at: http://www.mastheadonline.com/news/2008/20080728834.shtml

Vervegirl, a magazine that targets young women aged 14-24, will soon make its newsstand debut. About 1000 copies of the prom issue (April) and the holiday issue (December) will for the first time be sold at Chapters/Indigo and International News for $2.47.

The move is in partnership with Transcontinental Printing, which recently won the contract to print the seven-year-old magazine. Vervegirl, issued seven times a year, is primarily distributed through schools, with the August issue available for free at Wal-Marts.

Publisher Kaaren Whitney-Vernon says the April and December issues were chosen for the newsstand because they come out during periods when students are on vacation “We wanted to give girls a chance to buy it,” she says. “We have a lot of readers who were looking for the magazine.”

This fall, the magazine will also up its circulation. In addition to the 150,000 copies that already circulate in English schools and the 30,000 that circulate in French ones, another 30,000 copies will go to colleges across the country in September.

The magazine is now also available for subscription online or via mail-in cards for $9.99.

Vervegirl is about “real life and style,” says Whitney-Vernon. “All the things young women are interested in: fashion, beauty, social features like how to handle stress (because we do distribute in schools), careers, health issues and fun stuff like quizzes.” The August issue focuses on internships and different young women in their positions.

The standard-sized glossy, part of the Youth Culture Group of publications, ships to over 2500 schools, so it wasn’t just printing costs but also distribution costs that were considered when the magazine’s contract came up for renewal this year.

“We asked Transcontinental: can you bring it down? And it has thought of some really innovative ways,” says Whitney-Vernon. “Because of Transcontinental, we are one of the first to have virtual proofing in Canada, where our designers and editors can see right then and there what’s going on. You need a lot of lead-time with magazines. Transcontinental is providing us with a lot of technology. We can get as low as two weeks to get on the newsstands.”

AMPA co-hosting design event in Calgary

Available at: http://www.mastheadonline.com/news/2008/20080730859.shtml

Janine Vangool, a respected designer and art gallery and shop owner, will be giving a talk and offering design feedback at the Uppercase Gallery in Calgary on Thursday, August 14 from 7:00 to 9:00 p.m. The Alberta Magazine Publishers Association (AMPA) and the Uppercase Gallery are co-hosting Design Pairings—a free interactive networking event focusing on pairings: which typeface best suits an image.

“It’s a great event to attend in terms of networking,” says Anh Chu, communications and program assistant for AMPA. “There’s going to be a lot of people there who are interested in design: aspiring designers, people in the industry, etc. …and it’s a good way to get out of the office. It should be a fun night with games. Janine is thinking of doing a giant magazine that people can put together with her typography tools,”

Vangool has worked with the Calgary Opera, ACAD, Ottawa Art Gallery, TRUCK gallery, Art Central, Beyond Magazine and Whitecap Books. She also compiled Work Life, a directory of Canadian illustration and photography featuring the lives of artistic professionals.

Inspired Thinking goes for the money

Available at: http://www.mastheadonline.com/news/2008/20080730813.shtml

Winnipeg-based Studio Publications recently launched a 52-page custom lifestyle and luxury magazine for the clients of Manitoba’s Wellington West Capital Inc. Inspired Thinking premiered in June with a circulation of 50,000. The magazine was created to reinforce the “keep it simple” corporate philosophy of Wellington West, a financial services company.

The 9.25” x 11” magazine is delivered directly to clients through Canada Post. The magazine is also available on limited newsstands, with a cover price of $7.50 and will be published biannually: the Winter/Holiday issue which will come out in early October.

Glenn Tinley, president and group publisher of Studio Publications, “believes that companies should have a way that can communicate directly with clients that is interactive and interesting without being corporate brochure material.” (See our feature on custom publishing in the July/August issue of Masthead.) Studio Publications also publishes Winnipeg Woman, Winnipeg Men and Urbanite.

Inspired Thinking is printed in Toronto on 80-lb #2 silk stock. Content includes a travel story set on an Antarctic cruise, a story about a couple who recently built their dream home, restaurant and entertainment listings, recommendations from Wellington West Capital, fashion and food features.

About $100,000 was invested in the first issue with most of the funding coming from Wellington West, Studio Publications and advertisements. Advertisers include Hartford Investments, Penfolds Wine and Marquis Jet and high-end retailers like Porsche and Penfolds Wine. The cost of a one-time, full page, color ad is $5,720.

When asked about competition, Tinley admitted that there were other magazines targetting the same kind of wealthy audience. “But my feeling is that this will be a leading targeted luxury lifestyle magazine, as opposed to a generally distributed one. No other magazine is geared like this in Canada.”

Event offers freelancers advice on cracking the American market

Available at: http://www.mastheadonline.com/news/2008/20080807710.shtml

The American Society of Journalists and Authors will host a panel with three New York-based Canadian journalists—Clive Thompson (Wired, NYT Magazine), Duff McDonald (Portfolio, New York) and Caitlin Kelly (New York Times, Glamour, Family Circle)—who will provide insight and advice on selling stories to American publications. The event is scheduled for Oct. 9 at Ryerson University’s School of Journalism from 6:00-8:00 p.m. The cost is $20 ($10 if you are a student).

“The idea is to explain that freelancing is freelancing,” says Kelly, who is a board member of the ASJA. “I get the idea that some Canadians look at the US market and think ‘they have never heard of me.’ It can get intimidating but it doesn’t have to be. We did it and so can you.”

The event was thought up during a group lunch after ASJA’s annual conference in consultation with Toronto journalists. “Markets can look scary until you’ve cracked one of them. I came down having worked at Globe and Mail and it didn’t mean anything in New York,” Kelly says. “Once you get a credential in NY, things change,”

Knowing the importance of networking in this industry, Kelly thought that it would also be fun and beneficial to introduce the ASJA to Canadian journalists. “We need to get more Canadian members. It’s a really great opportunity because once you’re a member, you can definitely get contact info from ASJA,” such as an editor’s email address or phone number, Kelly says.

Custom Aeroplan magazine arrives this month

Available at: http://www.mastheadonline.com/news/2008/20080811885.shtml

Redwood Custom Communications has partnered with Aeroplan to develop a high-end, custom magazine for 500,000 of its members. The 64-page magazine, Aeroplan Arrival, has “content and creative design created for sophisticated, well-traveled readers,” says Sylvie Bourget, vice president of marketing for Aeroplan. It debuts this month.

The 9” x 10.75” magazine will be printed three times a year by St. Joseph Communications and distributed to Aeroplan members through Canada Post. English or French editions are available, depending on a member’s preference.

Contributors to the magazine include Globe and Mail style columnist Karen von Hahn, New Yorker artist Andy Friedman, award-winning photographer Rob Fiocca and Montreal writer Simona Rabinovitch. On staff are editor Dick Snyder, publisher Joa Roth and director of advertising sales Michael Grier.

Aeroplan Arrival’s premiere fall 2008 issue carries reports on recent travel hotspots, an interview with Pritzker Architecture Prize winner Tadao Ando, a discussion with celebrity chef Gordon Ramsey, displays of Aeroplan reward merchandise and a feature story on the renaissance of Buenos Aires. “It’s essentially about travel and giving Aeroplan members ideas on how to redeem and maximize their memberships,” says Joseph Barbieri, vice president of marketing and business development for Redwood.

Advertisers such as Air Canada, American Express, CIBC, Infinity, RIM, and Audi are on board. The cost for a one-time full page, colour ad is $24,500.

New York-based "urban lifestyle" magazine launches Canadian edition

Available at: http://www.mastheadonline.com/news/2008/20080814640.shtml

In 1999, after her husband, Kevin Chiles, was sentenced to ten years in jail for dealing cocaine, Tiffany Chiles decided to create a publication for prisoners. Since its inception, Don Diva, a New York-based magazine ostensibly about gangsters and for gangsters, has been sold at popular American chain stores such as Borders, Books a Million and Tower Records. Billed as the “Original Street Bible” by Kevin Chiles, the magazine is actually geared toward 18- to 34-year-old hip hop enthusiasts. A Canadian edition, set to launch this month, will be promoted at a launch party tonight at the Fluid nightclub in Toronto.

Toronto indie hip-hop artist Kama, also known as Kamikaze, has partnered with Don Diva on the Canadian launch. He “bring[s] Canadian flair to the magazine as well as credibility with the readers,” says Tiffany Chiles. “He is going to be responsible for the content for the Canadian issue.”

Kama introduced and gave out copies of the current American edition at the Toronto Caribana carnival. Although Kama is the magazine’s main connection to Canada and his status as an artist will bring in readers, Chiles also notes that “Canada has a good independent music market and we saw a possibility for growth.” The New Jersey-based Curtis Circulation Company will distribute approximately 20,000 copies of the 120-page magazine this month with eight pages of Canadian content. Subscription prices are still being negotiated.

New-York based senior editor Steve-O will overlook the expansion of Don Diva Canada, acting as a liaison between Kama and the New York office. A journalist and fashion designer, Steve-O has also received many entrepreneurial awards in business.

The standard-sized quarterly will be sold on newsstands for a cover price of $5. Content includes coverage of urban living conditions, relationships, fashion, music, entertainment, legal and social issues, and street life. Past stories have included interviews with criminals, tips on where to hide drugs and advice on where to buy the best money-counting machines. According to a Washington Post story on the magazine, "photos of scantily clad women, most of them shot from behind to emphasize their thong-clad posteriors," are also a common editorial feature.