Time Canada Style and Design has designs for bigger things

Time Canada has quietly launched a spinoff product called Style and Design, which intends to tap into the lifestyle market (going up against some heavy hitters) and appealing to the tenderloin of its own circulation. It has started out with a 28-page "taster" edition in March, included inside the parent magazine. But in the fall, they hope to launch it as a standalone. According the Kris Menon, director of marketing, quoted in Media in Canada: "It will launch in September as a standalone going to our top subscribers only. Our hope is that it will launch in the middle of the Toronto International Film Festival."

Circulation of 90,000 will be made up of high income individual readers (income greater than $75,000) drawn from the Time audience and elsewhere. Included in that number will be controlled distribution through select Chanel stores (including a boutique inside Holt Renfrew), Audi dealerships and at the magazine's sponsored events throughout the year. There will be two editions in the first year, but likely more if the idea catches on.

The magazine is targetting 6 key sponsors and support from luxury brands in the categories that make sense such as apparel, jewelry and cosmetics. A full-page ad will go for $15,960.

Menon says the magazine is extending the Time brand beyond print to live, exclusive events. "We'll have celebrities [during film festival events] wearing jewelry [from our partners], or Audi as the official chauffeur for all our events. We want to build multiple touchpoints for our brand and partners." Time's Style & Design carries a full-page ad rate of $15,960.