A group of companies that provide skills training and workforce development for global citizens, called 369 Global, is partnering with SJC Media to launch a yet-untitled publication dedicated to highlighting successful new Canadians and helping newcomers settle.
“For a long time, I’ve been passionate about launching a publication to tell stories that reflect the full spectrum of the newcomer experience and celebrate Canada’s diverse population,” says Muraly Srinarayanathas, co-founder and executive chairman of 369 Global, who will also act as the co-founder and publisher of the new publication. “I’m proud to be at the helm of making this happen and hope the magazine will reinforce our collective responsibility to build a stronger, prosperous and more competitive Canada for us and the world.”
The publication will have three main goals, Cameron Williamson, VP client solutions for SJC, tells MiC: Put a spotlight on successful newcomers; switch the views other Canadians have of newcomers; and link immigrants with opportunities. “We don’t see it as a full resource. It’s for… people looking to buy a car or a home, people who need a new bank.”
“At SJC we started noticing that RFPs were asking if we could reach immigrants,” Williamson adds. “We looked across various categories, and a lot of brands are trying to reach this demo.”
The magazine (and its website) will be a custom publication funded by 369 Global, with advertising and a limited newsstand presence. While the exact distribution model is still up in the air, in an interview with MiC, Williamson, predicted a mix of postal code targeting and strategic partnerships with libraries, banks, hospitals, salons, and the like.
“We’re being as strategic as possible. We want to reach [newcomers]. But the newsstand is still an important piece of it, too. We want everyone to read this magazine,” Williamson said.
According to StatsCan, “Canada gained over one million newcomers, inclusive of immigrants and non-permanent residents in 2022,” according to the release announcing the magazine launch. “A 2023 Ipsos report reveals that immigrants have become a target audience for many organizations to tap into, and there is a need for new insights and opportunities.”
The title, editorial team, and exact distribution model is set to be announced in early 2024. The magazine will be filled with approx. 70% of editorial and 30% advertising, with the content focused on “stories that uplift and inspire” and an “exploration of key issues affecting the country and practical resources around immigration and settling in Canada.”
SJC Media is the publisher of magazines including Chatelaine, Maclean’s and Toronto Life.
