Relaunch looking Sharp

Website highlights video and blogs in a repackaging designed to attract online users. Next up: TV.

Canadian men’s lifestyle mag Sharp has completely redesigned its online property Toronto-based publisher Contempo Media is working with brands to highlight integrated print and online advertising opportunities.

Targeting the 25-to-54 Canadian male demo, the site now offers enhanced content in the form of videos, social networking and daily blogs, as well as a weekly e-newsletter that launched in December. The website attracted 29,500 unique viewers in January, according to in-house data.

In early 2010, Contempo Media will launch a television show, Sharp TV, which will work in association with the magazine and online forums to offer advertisers an additional platform to reach men.

The magazine is distributed six times annually, inserted in the Globe and Mail, and based on their audit numbers, Sharp has a reach of over 382,000 readers. It’s also available through Air Canada Maple Leaf Lounges for first and business-class travellers. Starting with its April issue, Sharp will be available on newsstands.

Current advertisers on the site include Drambuie and Pioneer, with recent campaigns concluding from Kenneth Cole and Glenfiddich’s ‘Sharp Gentleman’s Guide,’ an integrated campaign that included both print and online components. Other campaigns on the horizon include initiatives from Porsche and Bacardi.