Family Care Solutions debuts,serving the "sandwich generation"

The latest joint venture between Transcontinental Media and the Yellow Pages Group is about to be launched. Some Some 460,000 copies of Family Care Solutions (Savoir Aider) will be distributed on a controlled basis to selected households and piggybacked on the circulation of Canadian Living, Good Times and Bel Age in the Greater Toronto and Greater Montreal area. (It will be available elsewhere for $6.95 )

Along with a companion website www.familycaresolutions.ca, it will tap into the growing family-care market as boomers and other members of the "sandwich generation" cope with aging and ailing parents.

The publication is a combination of a magazine and a directory and it is branded by both Transcontinental's flagship magazine, Canadian Living and by the Yellow Pages logo. Here's how Transcon and YP describe it in a recent release:

Divided into two complementary parts, the magazine offers an editorial section that contains a host of articles on relevant topics such as moving or making changes to the layout of a home, nutrition, medication, care, etc., as well as a Yellow Pages^TM directory advertising section that lists hundreds of businesses offering family-care-related products and services. In addition, the magazine presents a list of telephone numbers and web sites including those of hospitals, local community service centres, various associations, professional corporations and self-help groups.

Francine Tremblay, Senior Vice President, Consumer Publications of Transcontinental Media said: "Each of us will one day be called upon to care for a close relative or friend who can't manage on their own, and Family Care Solutions will help us to prepare for this eventuality."

This is the second such hybrid launched in partnership between Transcontinental Media and Yellow Pages Group with Transcon handling the editorial and Yellow Pages Group the sales. The first magazine, Home Improvement, was released in April 2006 in the Greater Toronto and Greater Montreal markets.

For more information about the Yellow Pages Group go to www.ypg.com. For more about Transcontinental, go to www.transcontinental.com