Canadian Magazine Industry News
31 July 2008,     WINNIPEG
Inspired Thinking goes for the money
A new custom magazine out of of Winnipeg.

Winnipeg-based Studio Publications recently launched a 52-page custom lifestyle and luxury magazine for the clients of Manitoba’s Wellington West Capital Inc. Inspired Thinking premiered in June with a circulation of 50,000. The magazine was created to reinforce the “keep it simple” corporate philosophy of Wellington West, a financial services company.

The 9.25” x 11” magazine is delivered directly to clients through Canada Post. The magazine is also available on limited newsstands, with a cover price of $7.50 and will be published biannually: the Winter/Holiday issue which will come out in early October.

Glenn Tinley, president and group publisher of Studio Publications, “believes that companies should have a way that can communicate directly with clients that is interactive and interesting without being corporate brochure material.” (See our feature on custom publishing in the July/August issue of Masthead.)  Studio Publications also publishes Winnipeg Woman, Winnipeg Men and Urbanite.

Inspired Thinking is printed in Toronto on 80-lb #2 silk stock. Content includes a travel story set on an Antarctic cruise, a story about a couple who recently built their dream home, restaurant and entertainment listings, recommendations from Wellington West Capital, fashion and food features.

About $100,000 was invested in the first issue with most of the funding coming from Wellington West, Studio Publications and advertisements. Advertisers include Hartford Investments, Penfolds Wine and Marquis Jet and high-end retailers like Porsche and Penfolds Wine. The cost of a one-time, full page, color ad is $5,720.

When asked about competition, Tinley admitted that there were other magazines targetting the same kind of wealthy audience. “But my feeling is that this will be a leading targeted luxury lifestyle magazine, as opposed to a generally distributed one. No other magazine is geared like this in Canada.”

— Iqra Azhar
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