The Bay is rolling out a custom publishing effort targeting women. Coverage includes fashion, beauty, accessories and home décor available at the chain, as well as articles on topics ranging from food to travel. With an initial circulation of 325,000 copies, Belle will be distributed in English and French to homes in major markets across the country. Recipients will include HBC Rewards and credit card holders, as well as those living in postal walks in key target markets. Copies will also be available in-store and online.
Advertisers include national brands carried at The Bay, such as a neat lift-the-flap-style ad for Home Outfitters, in addition to third-party advertisers. Custom publisher Fuel Advertising, of Toronto, produced the magazine.
