EspaceParents.ca is targeting parents of tweens and teens in Quebec with a new mag (55,000 copies at 90 pages each) and website. The French-language publication aims to reach grandparents and extended family too – anyone who shares a roof with the target demo.

Children’s fashionco Souris Mini, as the project’s major inaugural partner, is putting a fashion pullout section into every issue. Other premiere advertisers included Groupe Jean Coutu (PJC), Journal de Montréal, Kimberly Clark, McDonalds, Nestle, and Warnaco of Canada Company.

The content, says Montreal-based Publications TVA, is put together by parents who ask recognized experts relevant and pressing questions. The result is a practical spin on subjects such as psychology, education, consumer issues, lifestyle, health and nutrition. The Quebecor connection is also noticeable via heavy online content coming from the Canoe Network.

The site also promotes EspaceCanoe.ca, a membership-driven community site currently marked as a beta test. With marketer presence in the form of Mastercard-sponsored banners and some ads (Centrum’s strip poker, for example), the site features videos du jour.