New Custom Published Magazine to Launch for Walmart Canada

Walmart Canada LogoWALMART LIVE BETTER is a new custom magazine for Walmart Canada by Rogers Media (CHATELAINE*, FLARE*, TODAY’S PARENT*.)

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

A golf magazine takes on a new name and new focus

FAIRWAYS + GREENS magazine will rebrand and relaunch as GOLF GETAWAYS on November 6.

The changes reflect an editorial repositioning to focus on the golf travel market.  In the works for two years, the move is designed to fill a market void created when TRAVEL + LEISURE GOLF ceased print in 2009.

A print edition will be published bimonthly, with a digital edition available on a monthly basis.  Print and digital subscriptions must be purchased separately at this time.  Both editions will include regional advertising sections.  The publisher and editor-in-chief is Vic Williams,  Visit the current website at

A quandry: Wearing an old name on a new image

How important is a name?

Most expectant parents believe it sets the tone for a lifetime, becoming one of the cornerstones of a person’s identity.  That’s why choosing one is such a daunting task.

Magazines are no different.  A magazine’s title announces what it’s about and the audience it targets.

And just like a child’s name, a magazine’s title has to stand the test of time, to be versatile enough to grow along with its owner.

So what to do when a name seems passé or out-of-touch?  And can a magazine change its identity while keeping its moniker?

GOOD HOUSEKEEPING* this month published three different covers for the October issue, two of them sporting a new logo with an oversized ‘GOOD’ and a tiny, diminished ‘housekeeping’ in the background.

It appeared that Good Housekeeping, like someone saddled with a cumbersome, outdated name, was attempting to change it just enough that you might not notice the full title.  While ‘good’ is a word anyone can get behind, ‘housekeeping’ is a loaded term, filled with negative associations and possible gender stereotyping.

This isn’t the first time a magazine has played with its logo to fit a changing identity.  LADIES’ HOME JOURNAL*, in print since 1883, began emphasizing the word ‘Journal,’ and shrunk the ‘Ladies’ Home,’ from the late 1920s through the millennium. Only in the spring of 2003 did the word ‘Home’ get equal stature—perhaps in response to the post-911 nesting trend.  This year it reverted back to the prominent ‘Journal’ logo, with the rest of the title barely noticeable.

It may seem futile to tinker with a logo in the hope of revamping a magazine’s image, instead of changing the title to reflect a more modern focus. A few magazines have gone the full distance, taking a new title when the editorial focus shifts, but it’s a risky proposition.

Like professional women who keep their maiden names after marriage, women’s service magazines such as Good Housekeeping and Ladies’ Home Journal have brand recognition, with established reputations attached to their names.  They may have changed, but the value of their names has not.

50 shades of merchandising: A new glossy bets on a phenomenon

It could be a sign of the apocalypse, or maybe just the decline of civilization as we know it.

That seemed to be the initial reaction this week when we tweeted about the new magazine, FIFTY SHADES OF AMERICAN WOMEN WHO LOVE THE BOOK AND LIVE THE LIFE.

Yes, it’s an impossibly long title (especially for Twitter), so in the interest of brevity, we simply called it Fifty Shades of American Women.

And, no, it’s not a hoax; it’s now on newsstands at Barnes & Noble, Walmart and Target.

Retweets of the news by our Twitter followers included gems like, “Come, come nuclear bomb,” “WTF,” and “Oh dear God, no.”  A more optimistic follower offered, “Imagine the how-to articles!”

For those of you who just returned from an extended stay on the International Space Station, or were recently rescued from a deserted island in the Pacific, ‘Fifty Shades of Grey’ is the first book in a trilogy written by British author E.L. James, and published in 2011.

The racy ‘romance/erotica’ book series quickly gained a rabid audience, and tapped a demographic goldmine of over-30, married women.  More than 40 million copies have been sold worldwide.  Firmly planted on The New York Times bestseller list for 26 weeks, the books have been the financial salvation of publisher Vintage and its parent, Random House.  Could the merchandising be far behind?

Fifty Shades of American Women, published by Topix Media Lab, has received some surprisingly kind reviews so far.  Some have likened the magazine to COSMOPOLITAN*.  While the cover boasts the kind of “tips” you might expect, it also contains cocktail recipes, book reviews, interviews with real men who have read the books, and articles about related cultural issues.

Can you base a magazine on a passing fad?  We’ll see.  Plenty of industry soothsayers probably thought it was folly to base a magazine on a TV show, like Oprah, or a network, like HGTV. So we might be foolish to scoff at the potential of a phenomenon.

Wednesday News Round-Up for August 29th

Need a diversion from politicking and conventions?  You’ve come to the right place!  Nothing around here but magazine media news.  All magazine titles sporting an asterisk* are included in our helpful Wooden Horse Database.

ADVERTISING AGE* will introduce a redesign and repositioning on September 10.  In print since 1930, the weekly publication will focus on analysis rather than breaking news, reduce the trim size to 10 X 13” and end the practice of jumping articles from the magazine’s front to the back.  The new format also includes a renamed editorial and op-ed section, now called ‘Opinion,’ which will be moved from to the back-of-book…

BACKSTAGE will unveil a redesign for the print magazine on Thursday, August 30.  The website also has been redesigned.  Changes for the 52-year-old publication include upgraded glossy paper stock, decreasing the trim size from 11.5 X 15” to 9 X 10.875” and greater integration between the website and magazine…

THE WRITER* will not go on hiatus after the October issue, as previously announced last month.  Instead, the magazine will be purchased by Boston-based Madavor Media from current owner Kalmbach Publishing, and there should be no interruption for the print edition…

BIRDWATCHING* magazine will be acquired by Madavor Media…

BLOOMBERG INSIDER, a special edition glossy magazine showcasing Bloomberg brands and resources, will be in print during the two political conventions.  The new publication features exclusive stories by staffers from BLOOMBERG BUSINESSWEEK*, Bloomberg View, Bloomberg LP, Bloomberg Government and Bloomberg BNA.  More than 10,000 copies will be distributed for free at both conventions.  Visit for more information…

T: THE NEW YORK TIMES STYLE MAGAZINE will say goodbye to Editor-in-Chief Sally Singer at the end of August.  No replacement has been chosen…

US WEEKLY* named Alisandra Puliti,, as the new deputy news director…

PC GAMER* snagged new associate editor Omri Petitte, and @omripetitte…

PEOPLE EN ESPANOL welcomed new fashion and beauty editor Daniella Lopez,…

AIR POLLUTION CONTROL named Jan Brenny,, as the publication’s new editor…

Filling a void? Modern Luxury Media sees an opening for a new Hamptons mag

MODERN LUXURY HAMPTONS, a regional luxe lifestyle magazine, will debut in 2013, joining sister publication MODERN LUXURY MANHATTAN.  With the demise of PLUM HAMPTONS, Modern Luxury saw a market opportunity.

Readers will find the familiar Modern Luxury mix of homes, entertainment, dining, fashion and more, along with plenty of advertisements for luxury goods.

Published bimonthly, the new glossy will go head-to-head with Niche Media’s well-established HAMPTONS magazine, now in print for 30 years.  Modern Luxury Manhattan’s Editor-in-Chief, Cristina Greeven Cuomo,, also will serve in that role for Modern Luxury Hamptons.  The website,, is not yet active…

An association’s new magazine addresses global peace, stability and development

THE JOURNAL OF INTERNATIONAL PEACE OPERATIONS has rebranded as STABILITY OPERATIONS magazine, the flagship publication of the International Stability Operations Association.

Created for an international audience, the new magazine “has a new format, an updated look and revitalized focus,” according to the association.  The publication focuses on lifesaving in areas experiencing crises, exploring the role of private and non-governmental sectors in conflict, post-conflict and disaster relief environments.

Featured articles are written by key individuals in governments, think tanks, private industry and the peace-building community.  Jessica Vogel,, serves as the editor-in-chief.  Find the magazine’s website at

A new lease on life: The return of Domino magazine (special edition)

DOMINO QUICK FIXES, the newest iteration of the DOMINO* brand, officially hits newsstands on Tuesday, April 17, three years after the original magazine ceased print.

Sold on newsstands only, the special edition magazine features easy and inexpensive changes, DIY projects and home decorating stories.

Plans are in the works for a second issue in September of this year.  For more information visit

Can’t magazines do any better?

Where is the creativity?

Pinterest is the hottest social media right now, driving more traffic to websites than even Twitter.  So, after starting our own first board of…what else? magazine covers…we thought we’d look around for inspiration for additional boards.

First we had a ball checking out tons of funny, crazy, beautiful, far-out, sweet, disturbing boards (careful, this site is addictive.)  After losing a couple of hours, we – naturally – turned to the magazines for inspiration.

And…that’s where the fun stopped.

While we didn’t think that the big titles would break away totally from their brand images, we thought that with all the talent they have for hire, they would surprise and delight us.


SHAPE* admonishes us to use Pinterest in healthy ways: For example, display your life goals on “vision boards” and create a “gratitude board.”  Its own 29 boards, almost all healthy, seem to do nothing but nag: Healthy Breakfast Recipes, Lower-body Workouts, and Get Fit in 2012.  Most interesting/unexpected board – or at least the cutest: How Puppies Improve Your Health (let’s just hope they get their html under control soon.)

COOKING LIGHT* is clinging close to its editorial brand: Comfort Food, Super Sandwiches, Easter Recipes and Menus.  Most interesting/unexpected board: Blogs We Love (but food blogs, of course.)

PARENTING’s* boards included Stunning Nurseries and Kids Rooms, Most Fashionable Kids, and Halloween Treats and Eats.  Most interesting/unexpected board: Fun with Science was the best we could find.

Even THE NEW YORKER* didn’t dare to divert from its brand; there were carefully selected covers of course, and – what else? – the famous New Yorker cartoons.

TIME*, the newsweekly, is clearly panicking that you won’t remember its name, so it plasters it everywhere, including in all the board titles.  It gets a little repetitious.

Inexplicably, the most photogenic of all the major magazines – except perhaps LIFE – NATIONAL GEOGRAPHIC*, does not even have a Pinterest board.  And neither does Life, as far as we can tell.

Desperate to find something exciting, we checked boards from non-magazine media but they also stayed pretty close to the brand: For example, The Weather Channel’s Recipes board featured winter or spring cuisine.  The Today Show had some fun memories in Anchor Antics, but in general, no media strayed too far from the company line.

Is that what we want?

A new luxury glossy will target blissful brides

MODERN LUXURY BRIDES SOUTH FLORIDA & THE CARIBBEAN is scheduled to debut for wedding season on June 8.

The niche publication will cater to affluent brides-to-be in the South Florida region, offering a resource for wedding planning, and highlighting upscale area vendors.  A second issue is planned for December.

Published by Modern Luxury Media, the magazine joins sister bridal publications in Atlanta, Chicago, Dallas, Houston and San Francisco.  Contact the publisher, Marisa Beazel,, for information, or visit  There is no magazine website at this time.