Canadian Magazine Industry News
21 September 2010,     TORONTO
Today’s Parent partners with Kraft Canada for tumble cover
Today’s Parent has partnered with Kraft Canada on a special 12-page "Everday Made Easy" tumble cover promotion in the October issue of the magazine. The tumble cover is a concept where the back page of the magazine is made to look like the cover of a separate advertising section.

The magazine pitched the idea for the section to media solutions group MediaVest who arranged the deal with Kraft Canada, says national sales manager Whitney Grove.

Today's Parent October cover
Today's Parent's October cover

The magazine is very careful with the partnerships it forms, only choosing ones which stay true to its mandate and add value to readers, says Grove. The goal of the Kraft campaign is to provide families with information for the start of the school year. “With the case of Kraft it was additional content with coupons that have high value to the reader,” she says. “It was a turnkey concept, where it was created internally with our creative department. We worked carefully with MediaVest and Kraft Canada to create the pages.”

The Kraft Canada special section cover
The Kraft Canada tumble cover

Today’s Parent is published monthly by Rogers Publishing Inc. and has a paid circulation of approximately 122,000.

— Val Maloney
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