Canadian Living has activated a new ‘members only’ marketing initiative in efforts to weave subscribers into the fabric of its community. Launched on March 23, the mag’s new loyalty program, Canadian Living Advantage, targets women ages 25 to 54 with four key interest areas of health and wellness, family and leisure, food and nutrition and style.

As a thank you to Ontario subscribers, Canadian Living is working with various advertisers such as Sony and Random House to offer contests and bonus incentives. For instance, current members can receive 40% off any book at RandomHouse.ca.

For advertisers, the program extends their print advertising into a more direct, interactive form of communication, says Lynn Chambers, publisher of Canadian Living

Canadian Living Advantage will be promoted with in-mag ads, emails, and direct mail to current subscribers. Additionally, a Sony sponsored contest will allow subscribers the chance to win one of 1000 Sony CDs for signing up with the program.