YTV’s Whoa! gets clickable

The YTV-branded tween magazine just bumped up its six-digit reach.

YTV Whoa! – the print mag targeting tweens by Toronto-based Paton Publishing – has launched a sponsor-packed interactive e-zine. The e-zine is a replica of the print version, but it includes audio and video features that link tweens directly to fan sites and programming clips.

The print mag’s distribution is 250,000 copies, four times a year through Pizza Hut restaurants, Indigo/Chapters and newsstands across Canada (plus 75,000 copies of a French version). Paton Publishing says the mag’s reach is about 880,000 tweens, with about 60% of readers reporting a parent or other adult looked at a copy of Whoa!. The YTV Whoa! e-zine will hit 130,000 subscribers aged 8-12 through

Advertisers can arrange for tie-ins with Pizza Hut placemats and collectable cups, while integrated campaigns often tie-in with links and support to YTV, online and on-air. Top marketers involved in the publication are Hasbro, Kellogg’s, Parmalat, Crayola, Warner Bros, Alliance Atlantis, Nintendo, Disney, Wonder Bread, Nickelodeon and Viz Media.

Paton Publishing is owned by Metroland Media Group. Click interactive sample of the YTV Whoa! e-zine.