Online beauty and fashion magazine The Kit, which was recently purchased by Torstar, is launching its first print edition Sept. 8 to coincide with TIFF.

Since being purchased by Torstar earlier this spring, The Kit has expanded its editorial mandate to include fashion, as well as its traditional area of beauty inside and out, Giorgina Bigioni, publisher, The Kit tells MiC. It has also added two sales positions, as well as additional staff in editorial and production.

The print edition will have a total circulation of 405,000, with distribution in the Toronto Star, Vancouver Sun, Calgary Herald and Montreal Gazette. The first edition will run on Sept. 8 for TIFF, the second on Oct. 13 for Toronto Fashion Week and then the print edition will go weekly on Thursdays from then on.

Staying true to the publication’s target market of 18- to 54-year-old women, with an emphasis on 25- to 49-year-olds, the section will differ from existing newspaper sections, such as the Globe and Mail‘s weekly Style section which runs on Saturdays, says Bigioni.

“Our section is different in that we are strictly fashion and beauty, not home decor or anything else,” she says. “We come out on Thursdays, so it’s before the weekend.”

The print edition of The Kit will be promoted with a media buy from M2, including television, radio and online banner ads across all the Torstar properties, says Bigioni.

Accompanying the print edition is an online redesign for The Kit, she says. Designed by Toronto-based Dashboard Communications, the new site will include standard banner ads, as well as unique opportunities , like slide shows, says Bigioni.

Advertising opportunities, including full-page, half-page, quarter-page and banner ads are available for the October print issue of The Kit.