Globe and Mail to launch Style Advisor, a twice-annual lifestyle supplement

The Globe and Mail is introducing Style Advisor, a twice annual oversized glossy magazine starting April 13. The focus of the 64 page "stylebook" will be editorial on key advertising categories of fashion, beauty, home style and decor and entertaining, largely aimed at a female audience. In a sense it is a line extension of the weekly Globe Style section and the new publication will be edited by Style editor Danny Sinopoli and will use many of the same contributors, including Paris-based reporter Amy Verner, interior design columnist Sarah Richardson, food writer Chris Nuttall-Smith and wine writer Beppi Crosariol.

"The aim of Globe Style Advisor is to illuminate the season's top lifestyle trends in a smart, visually dynamic way that both informs and inspires," said Sinopoli in a press release. "Whether it's fashion, beauty, decor or entertaining, there are prevailing currents that shape seasonal trends, many of them overlapping. Globe Style Advisor will lay these out for readers in a strikingly handsome package and advise readers on how to adopt and incorporate them into their lives from enticing product pages and sumptuous pictorial spreads to context-setting essays by our roster of leading trend writers."

The magazine will be inserted in Globe and Mail home-delivered copies nationally and be made available at Air Canada and VIA Rail lounges. There will also be a digital edition.

A full-page ad at the one-time rate is $25,625, according to the media kit. (The kit emphasizes that the audience, based on PMB purchase data, spend over $400 million on fashion and beauty products, $3.3 billion on home improvements and decor and $1.7 billion on grocery purchases.)

One of the heralded advantages that the Globe gained from the 18-year, $1.7 billion printing deal signed in 2008 with Transcontinental Inc. was the ability to print full colour glossy products like this, coast-to-coast with one supplier.