Wednesday, February 19, 2014

Print version of Fresh Juice magazine being shut down by TC Media; online content to continue

TC Media is closing down the print version of Fresh Juice, effective with its current February/March issue. The magazine was launched in April 2012, in partnership with Loblaw, Canada's largest grocery retailer; TC Media was responsible for all content and Loblaw for most of the distribution. Some 400,000 copies were printed of each of its 6 issue, with 325,000 sent to the chain's most loyal and highest-spending customers and 60,000 to TC Media subscribers and 15,000 net sold on newsstands.

Fresh Juice will continue to be provided online, including its e-letters and social media, according to an official statement from TC Media.
As the brand evolved, it became apparent that this niche market of engaged consumers gravitates towards digital content, therefore it has been decided that Fresh Juice, the print magazine, will cease publication and the current February/March issue will be the last.
Most senior staff have been laid off and some junior staff have been moved over to Totem Brand Stories, TC Media's contract-publishing arm.
Fresh Juice was never officially positioned as a replacement for Homemaker's magazine, the subscription-based title which TC Media shut down in fall 2011 after 45 years. But that was how it was widely perceived.
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