Montreal-based Transcontinental Media is launching Vita magazine for the Quebec market today – targeting sophisticated women over 40 with interests in health, beauty and travel. Advertisers in the first issue include L’Oreal, Calvin Klein, Cadillac, Wonderbra and Maybelline.

Published eight times per year at 164 pages, with a circulation of 150,000 and 50,000 subscribers so far, the magazine will be on newstands in female-frequented stores.

Promos started this month with radio and TV ads as well as direct mail, and those efforts will continue throughout the first year in order to establish a strong presence with the public, Francine Tremblay, SVP consumer magazines at Transcontinental Media, tells MiC.

The magazine is led by Sylvie Poirier, formerly editor-in-chief of Elle Quebec.

Transcontinental has a total of 40 magazine publications.