Indulge, the Winnipeg Free Press’ new magazine for the affluent, has only been on the scene since March and it already has a competitor: Trader Corporation launched Upscale Living in Winnipeg with a mass mail out in mid-June.

Winnipeg is actually the fourth western Canadian city where Upscale Living has turned up, with Vancouver, Calgary and Edmonton versions launched last fall. The total circulation for all four cities is around 400,000.

A press release from Trader Corporation notes that Upscale Living was created “to fulfill consumer demand for high quality print lifestyle magazine. Research conducted by IDEA Consulting for Trader Corporation in August 2007 showed a significant demand in this area."

The quarterly's contents include a mix of regular and special features focusing on new home and condo developments, luxury vehicles, travel, restaurant guides, recipes, product reviews and upcoming events. The initial 30-page Winnipeg issue has features on pet products, summer party theme ideas, renovations, food and travel.  The magazine is aimed at households with incomes over $100,000. An ad page costs $1,950. 

“We are obviously both going after the same clientele,” observes Tracy Mainland, director of local marketing for the Free Press and Indulge. “More people seem to be able to afford luxury, These magazines are a great way to tell people what luxuries are available.

“We believe that we have good relationships with our advertisers and that that will continue as we go forward.”