Chocolat -- Rogers' sweet taste of success?
Rogers Publishing Ltd. has unveiled plans for its new national shopping magazine for the home. It's called Chocolat and will be produced in both French and English with first editions available in September.
While building on the success of Rogers other shopping magazine LOULOU, Chocolatis using a much different circulation model. It will be delivered to an exclusive list of 250,000 Canadians who have just moved, strategically selected from the 1 million Canada Post customers who pay $33 for the change of address service every year. The deal between Canada Post and Rogers was announced several months ago (see earlier item).
After receiving the premium-sized and perfect-bound magazine for a year, recipients will be asked to convert to paid subscriptions.
"We're very excited about introducing Chocolat to Canadian readers and advertisers in the coming months," says Kerry Mitchell, publisher and vice-president of Rogers Consumer Publishing. Mitchell is also publisher of Chatelaine. "Chocolat leverages Rogers'expertise in catering to both English and French readers and employs a unique distribution model to deliver
those readers a home décor magazine with the shopping approach we know they love."
"Chocolat is for the woman who is passionate about her home, who wants to savour her space and all the things that happen in it," says Lise Ravary, editorial director, women's titles and new magazine brands at Rogers Consumer Publishing. "But unlike other magazines in the category, the content will be presented in a way that is true to life - with style, energy and a healthy sense of fun. This magazine will inspire our readers to find delight in decorating, organizing,entertaining and living in their homes."
Chocolat will be going up against such competitors as Transcon's Style at Home and Canadian Home & Country, St. Joseph's Wish and the independent Canadian House and Home.
[UPDATE] According to a story in the June 3 Globe and Mail, letters are and will go out to potential recipients, giving them an option to decline the offer. "Approximately 100,000 letters have been mailed out over the past month offering Chocolat to names in the Canada Post database. So far, 12 people have declined the free one-year subscription," said Cindy Daoust, a spokesperson for Canada Post.
While building on the success of Rogers other shopping magazine LOULOU, Chocolatis using a much different circulation model. It will be delivered to an exclusive list of 250,000 Canadians who have just moved, strategically selected from the 1 million Canada Post customers who pay $33 for the change of address service every year. The deal between Canada Post and Rogers was announced several months ago (see earlier item).
After receiving the premium-sized and perfect-bound magazine for a year, recipients will be asked to convert to paid subscriptions.
"We're very excited about introducing Chocolat to Canadian readers and advertisers in the coming months," says Kerry Mitchell, publisher and vice-president of Rogers Consumer Publishing. Mitchell is also publisher of Chatelaine. "Chocolat leverages Rogers'expertise in catering to both English and French readers and employs a unique distribution model to deliver
those readers a home décor magazine with the shopping approach we know they love."
"Chocolat is for the woman who is passionate about her home, who wants to savour her space and all the things that happen in it," says Lise Ravary, editorial director, women's titles and new magazine brands at Rogers Consumer Publishing. "But unlike other magazines in the category, the content will be presented in a way that is true to life - with style, energy and a healthy sense of fun. This magazine will inspire our readers to find delight in decorating, organizing,entertaining and living in their homes."
Chocolat will be going up against such competitors as Transcon's Style at Home and Canadian Home & Country, St. Joseph's Wish and the independent Canadian House and Home.
[UPDATE] According to a story in the June 3 Globe and Mail, letters are and will go out to potential recipients, giving them an option to decline the offer. "Approximately 100,000 letters have been mailed out over the past month offering Chocolat to names in the Canada Post database. So far, 12 people have declined the free one-year subscription," said Cindy Daoust, a spokesperson for Canada Post.
posted by D. B. Scott at
1:28 pm
2 Comments:
Do you get one free Johnny Depp with subscription? What a bizarre name- and not in a good way.
Do we really need another shelter magazine depicting homes we'll never own, products we'll never buy, and parties we'll never host? Especially one sent to unsuspecting homeowners who may well just dump it in the recycle bin?
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