The mom-focused publication will amplify Walmart’s brand promise “Save money, live better” with Rogers-created content spanning four key pillars: Food, home, health, and beauty and fashion. Food will be a primary focus in the magazine, said Rosalyn Carneiro, Walmart’s public relations manager. “The food-related content in the magazine will be about one-third, including the front cover.”
The magazine will offer practical information, tips, inspiring ideas and relevant information designed to “help moms and their families save money and live better.”
The content team will be led by Rogers Media’s newly appointed Editor-in-Chief, Sandra Martin. The print edition will be published six times a year starting in April 2013. The issues will be timed to coincide with key sales periods such as the holidays and the back-to-school period. One million copies will be distributed free of charge at Walmart Supercentres across English Canada, with plans to expand into the French market by next year.
Rogers will also produce an iPad version of the publication, while content will also be housed on a dedicated microsite accessible through Walmart.ca.