Canadian Magazine Industry News
15 March 2010,     TORONTO
Canadian Living redesigns magazine, refreshes brand
Canadian Living has launched a redesigned magazine and a new brand strategy with its April issue. The changes come as the magazine celebrates its 35th anniversary.
Canadian Living's April issue
Canadian Living's April issue

Working with Toronto branding company GWP Brand Engineering, group publisher Lynn Chambers says the rebranding will show the often overlooked power of the Canadian Living brand. “I feel we are often undervalued for the strength of our community,” she says. “Wanted to get more recognition for how the magazine has acted as an anchor to build a solid brand following, which has previously only been known as a magazine.”

Canadian Living's new tagline, “Inspiring ideas for everyday living” reflects the brands strengthened optimistic personality, says Chambers. The print magazine has been redesigned with a different logo, a new front of book section called “Everyday Matters” and a greater use of photography throughout the book. Taglines have also been added to each of the five pillars for the magazine, “Beauty is everywhere,” “Health is happiness,” “Life is for living,” “Home is pride,” and “Food is love.”

Across the brand, there is an added focus in involving the Canadian Living audience, says Chambers. “We want to involve our audience across the platforms,” she says. “Sharing opinions, testing products. There are several new features that are going to run in the magazine as online that involve input from the audience.”

Chambers says its new brand strategy has been well received in the series of advertising agency presentations Canadian Living has conducted. “Advertisers are looking for ways to build engagement in ways that aren’t just in print,” she says. “It’s about engagement with audiences and delivering return on investment. We want to change the perception that we are just a magazine, to being a multimedia brand that reaches and inspires Canadian women.”

Canadian Living is published monthly by Transcontinental and has a paid circulation of 510,000. It has over 900,000 e-newsletter subscribers, a television show on CBC Television, Best Recipes Ever and a premium content site, The redesigned April issue is priced at $1.99, down from the usual cover price of $3.99. 

— Val Maloney
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