St. Joe expats to launch The Kit, a digital health and beauty magazine aimed right at Fashion

The Kit's premier issue

Launching September 15 will be a digital only beauty and health magazine that is taking direct aim at the tenderloin of the beauty advertising business of Canada's mainstream fashion magazines. The Kit, which will have a fall and winter issue this year, five issues in 2011 and settle into a 6-time schedule the next year, is being driven by former employees of St. Joseph Media, the publisher of Fashion. 

The editor is Doug Wallace, the principal of Wallace Media and the former deputy editor of  the late Wish magazine, who also worked at Fashion. The art director is Caroline Bishop, who was previously associate art director at Fashion. Ad sales are being led by Giorgina Bigioni, the former publisher of Fashion.  And the health editor is Ceri Marsh, until this week on maternity leave from her job as editor-in-chief of Fashion.

The first of its kind in Canada, The Kit targets Canadian women, delivering all the latest trends in a digital magazine format that's more timely, more environmentally friendly and much easier to share than a traditional printed magazine. This new medium is growing in popularity throughout the U.S. and The Kit is a Canadian leader in this digital movement, offering advertisers an easy and innovative way to reach new target markets.

Those advertisers are being pitched a 2010 launch offer of $10,000  for a full page with an active web link in each of the fall and winter issues, with a closing date July 8 and will submit their ads as hi res pdfs. The magazine's media kit says the CPM is $50 and that it is targeting 200,000 unique viewers over two issues in 2010. There is a 25-page digital dummy (demo) online.