Canadian edition of More debuts next week

If our version of the mag for 40+ females matches the US edition's success, it should be a honey pot for Canadian marketers.

Thanks to a pre-launch print push, Toronto publisher Transcontinental Media, 70,000 subscribers have already signed up for the Canadian edition of More. The magazine will debut March 26 with a guaranteed first-issue circulation of 120,000.

That – plus an editorial line-up addressing the beauty, health, fashion, entertaining, travel and money concerns of upscale women 40 and over – promises to be advantageous to a variety of marketers, says Audrey Hyams Romoff, president of Toronto’s OverCat Communications, which is doing PR for the magazine launch. Transcontinental handled all creative and media elements in-house.

Since Transcontinental Media’s American edition of More was introduced in 1998, she says its circulation has tripled, and it was named magazine of the year by Advertising Age in 2006. Six issues of the Canadian version are scheduled for 2007 and another eight issues are scheduled for next year.

The magazine’s launch is receiving marketing support with freestanding inserts in major dailies including the Globe and Mail, Ottawa Citizen, Calgary Herald, Victoria Times and Toronto Star. And advertising is appearing in Transcontinental properties Canadian Living, Style at Home, Canadian Home and Country, Homemaker’s and Elle Canada.

More‘s premiere issue includes a ‘Top 40 Over 40′ feature spotlighting a spectrum of Canadian women ranging from Governor General Michaelle Jean to actor Pamela Anderson. The magazine will launch the ‘More 40+ Model Search,’ a competition targeting women in their 40s and 50s. The winner will receive a one-year contract with Toronto-HQ’d Elite Model Management, a fashion layout in More‘s April 2008 issue, plus over $4,000 in prizes from sponsors. The contest will run for a full year with promos in the spring, summer and September 2007 issues of the magazine.