Postmedia has announced a content partnership that will see magazine content from Rogers Media-owned magazines appearing in newspapers.

A new newspaper section called Life by Design will include content from Rogers titles like Chatelaine, Flare, MoneySense and Today’s Parent. The six-page September section will debut on Sept. 8 in the Vancouver Sun, Calgary Herald, Edmonton Journal, Regina Leader-Post, Saskatoon StarPhoenix, London Free Press, Windsor Star, Ottawa Citizen and the Montreal Gazette. The content will then debut in the National Post Sept. 12. The magazine branding will be visible throughout the section and won’t be white-labelled.

Gerry Nott, SVP of content and SVP, National Post, said the idea for the deal came from a Postmedia board member who saw a similar content agreement in the U.S. between Meredith’s Better Homes and Gardens brands and Lee Enterprises newspapers. Nott began searching for potential partners in the Canadian market and Rogers Media showed interest.

Rogers Media will be selling all of the advertising in the section, which includes traditional and native ad placements, said Nott. On the Postmedia side, Nott said his team sees the deal as an acquisition play for readers in a time when newspapers are typically removing content, not adding to it.

Nott said he is confident that Rogers content – which will cover areas like fashion, home decor, finance and parenting – will not overlap with existing life content in the Postmedia newspapers.

“As we have all been forced to reduce our editorial strength, we have been looking to partner in ways that enhance Canadian content,” said Nott.

The monthly print initiative will be paired with an online ad campaign promoting the section across Postmedia’s network of sites.