|Cottage to go West|
In July 2012, Cottage Life Media and OP Publishing of Vancouver negotiated a swap by which OP's Cottage magazine moved over the Cottage Life Media (and Explore magazine to OP). It was clearly a means to a somewhat more national buy and readership than the heavily Ontario-based Cottage Life could offer advertisers. Cottage Life has a paid circulation of 70,000; Cottage's circulation is 20,000.
The rebranding of Cottage and the creation of a complementary consumer show is part of a national strategy being pursued aggressively by Cottage Life Media after it was purchased by Blue Ant Media in the fall of 2013. This includes the launch of a digital specialty TV channel with the Cottage Life brand.
“While Cottage is already western Canada’s leading recreational living publication, as Cottage Life West, readers can expect the same strong western Canadian focus, but even more great content thanks to the added expertise and resources Cottage Life Media brings to the table” said Peter Robson, editor, Cottage Life West [in a release.]The first Edmonton Cottage Life & Cabin Show (a nod to the western habit of referring to their second homes as cabins) will be April 25-27 at the Edmonton Expo Centre and is expected to feature more than 100 exhibitors. Consumer shows with cottage lifestyle products and services have been a major strength of the Toronto-based Cottage Life Media for 21 years, including its Spring Cottage Life Show attracts more than 30,000 attendees and 500 exhibitors and the Fall Cottage Life Show with more than 10,000 attendees and over 200 exhibitors. The new Edmonton show will tap into a strengthening western Canadian market of recreational property owners. A report compiled in 2012 by Westcoast CED Consulting Ltd. says the resource-based economy in Alberta and Saskatchewan is creating strong markets for recreational properties and fuelling demand for log and timber frame home builders.
“More than 365,000 people in British Columbia, Alberta, and Saskatchewan own a vacation property in Canada,” said Al Zikovitz, president, Cottage Life Media. “Our objective is to be the leading media brand offering the best in local content for readers and show attendees, along with fully-integrated media solutions for advertisers and exhibitors.”