Canadian Publishing Industry News
12 September 2013,     TORONTO
Chatelaine partners with Target for special issue
 
Chatelaine
has teamed with powerhouse retailer Target for a bonus 13th issue called Chatelaine Shops Target.

Rogers Media touts the partnership as the first time a consumer magazine has released a branded issue with editorial content dedicated to a sole sponsor.

Chatelaine Shops Target features original content, "inspired by the editors' own shopping trips to Target Canada." Readers can expect the regular trend talk--apparel, beauty, home, food, healthcare--but within the retailer's aisles.

"Like every issue of Chatelaine, for this 13th bonus issue, our editors selected the best products and solutions to help our readers make everyday extraordinary," said publisher Tara Tucker in a release. "The only difference is this time they went to Target to find their inspirational ideas."

Rogers says that editorial was handled entirely by the mag's team, but notes that the Rogers Media Creative Group did collaborate with Target to develop original ad content.

 

This continues a year of power moves from both brands. Target, one of the biggest retailers in the world, entered Canada to much fanfare opening 68 outlets, and the 85-year-old Chatelaine launched a growing line of anniversary initiatives. It redesigned, kickstarted a radio program, released branded products and continues to nurture the relationship it has with Rogers-owned TV network City, which will run a special Chatelaine Edition Sept. 17 featuring ideas and tips from Chatelaine Shops Target.

The 132-page issue (with 52 ad pages, according to Chatelaine's fellow Rogers-owned mag Marketing) comes in four variant covers and will be mailed to subscribers on Sept. 23. Shoppers who buy something at Target will also receive the issue for free at select locations. All content will be available on tablet and online.

 
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Wow, Torstar really seems to be on a mission to bankrupt one magazine after another....
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