Paton's YTV Whoa! spins off e-zine

YTV Whoa! magazine, the tween magazine put out by Paton Publishing (a subsidiary of Torstar's Metroland Media Group) has spun off an e-zine.

Whoa! distributes 250,000 copies, four times a year through Pizza Hut restaurants, Indigo/Chapters and newsstands across Canada (plus 75,000 copies of a French version), according to a story in Media in Canada.

An interactive sample of the e-zine can be seen here.

Paton Publishing says the mag's reach is about 880,000 tweens, with about 60% of readers reporting a parent or other adult looked at a copy of Whoa!. The YTV Whoa! e-zine will hit 130,000 subscribers aged 8-12 through YTV.com.

Advertisers can arrange for tie-ins with Pizza Hut placemats and collectable cups, while integrated campaigns often tie-in with links and support to YTV, online and on-air. Top marketers involved in the publication are Hasbro, Kellogg's, Parmalat, Crayola, Warner Bros, Alliance Atlantis, Nintendo, Disney, Wonder Bread, Nickelodeon and Viz Media.