Canadian Magazine Industry News
6 May 2009,     MONTREAL
Former LC Media prez launches new men's mag

When former LC Media president Frédéric Couture left that job almost two years ago, he saw a need for an intelligent men’s magazine that the average Quebec male could relate to. This March, he brought that magazine to the market, launching H Magazine, a bimonthly glossy for affluent Quebec men.

About 15,000 copies of the first issue were sent to newsstands across Quebec, while another 15,000 were distributed through waiting rooms and businesses. The issue features a profile of boxer Lucian Bute and a report on Peru’s Machu Picchu. Photojournalist Miguel Legault is the editor, with Couture serving as publisher.

Advertisers in the first issue included Lacoste, Lancome and Raymond Veil. Couture says he hopes to attract more high-end advertisers with the next issue. H’s main competitor is Summum, a Quebec monthly that often features bikini-clad cover models. Couture says Summum is reminiscent of Maxim and targeted to younger males between 18 and 25. H, meanwhile, targets affluent men between 29 and 45 who earn between $50,000 and $100,000 annually and are more likely to choose GQ over Maxim.

The second issue of H will hit newsstands at the end of this month and will feature a special summer BBQ section as well as a package on men’s summer fashions.

H’s cover price is $4.95, while a subscription costs $15 for one year, or $20 for two.  A full-page, full-colour ad costs $3,700. The magazine is distributed in Quebec by Benjamin News.

Contact: (514) 394-7708

— Lora Grady
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