ICYMI: Elle Gourmet and Survivor find new audiences

Recent media moves you may have missed from the likes of Samsung, Noovo and EllisPark.co.

Elle gourmet

By Josh Kolm, Stephanie Marcus and Patti Summerfield

Elle Gourmet set to make Canadian debut

EllisPark.co is launching the Canadian version of Elle Gourmet magazine.

A digital footprint including web, social and newsletters is set to launch in February 2022, with the first print issue of the magazine available across Canadian newsstands, as well as print and digital subscriptions, in April.

The magazine aims to launch with a circulation of 50,000 for its spring issue and will publish a fall issue in early October before moving to a quarterly distribution schedule in 2023. Erin McLaughlin will serve as the publication’s content director and editor-in-chief.

The Elle global network currently operates in 44 countries with 45 different editions, including Elle Canada and Elle Decoration, which are published by KO Media. Elle Gourmet – or Elle à Table as it’s known in France – first launched in 1999, and this marks the first time the magazine will debut in the North American market.

The magazine is focused on reaching people between the ages of 30 to 44, and will be working with advertisers across a broad range of categories that are looking to connect with people who have a higher personal income, and a passion and interest in culinary arts.

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Quebec gets its own Survivor

Bell Media’s Noovo has acquired the rights to adapt Survivor for French-speaking audiences in Quebec.

Bell Media is working with ToRoS on the Quebec production, featuring a local cast to create a program that resonates with Quebec viewers.

The reality game show, which features contestants in remote locations competing in endurance, skill and mental challenges, was first launched in 1997 and is now produced in 48 territories.

The U.S. version of Survivor, which is in its 41st season, currently airs on Corus’ Global TV and consistently pulls in strong ratings from viewers across Canada.

The series regularly incorporates visible opportunities for brands regardless of how out of place they may seem in a deserted island setting. In past seasons, challenge winners were awarded a feast presented by Outback Steakhouse, and prizes from the Sears catalog.

Noovo has found success bringing localized reality productions to its audiences. Big Brother Célébrités, which aired last winter, was the top reality TV series in its market in Q2, while Occupation Double Dans L’ouest brought in more than 20 million views on Noovo.ca and had a 29% market share among adults 25 to 54 years old every week, according to Bell.

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Samsung puts its data to good use

Samsung Ads launched an Onboarding Partner Program.

The new service gives advertisers the ability to plan and activate CTV campaigns leveraging Samsung’s proprietary first-party TV data.

Starting in the first quarter of 2022, marketers can access target audiences from Acxiom, Adobe, Experian, LiveRamp, Merkle, and Oracle to plan and execute campaigns throughout the Samsung Ads network.

More partners will be added to the program in 2022.

For the data onboarding, advertisers work with the DMPs that are part of the partner program. For the CTV media buy and insights, the advertiser works with Samsung Ads directly.

The program is available in Canada and advertisers can access Samsung Ads through all the current partners, aside from Merkle and Experian. Advertisers using the program will also receive access to Samsung Ads’ planning capability, Audience Advisor, providing predictive campaign planning assistance directly tied to advertisers’ own segments as well as high-value audiences.

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