Canadian Magazine Industry News
10 August 2009,     TORONTO
Youth Culture launches career-oriented annual
This October, Toronto-based media company Youth Culture, publisher of Vervegirl and B-Zone magazines, will launch an annual publication aimed at career-oriented youth. Fuel Inc., a 68-page matte-finish magazine, will deliver “the straight, honest truth about future employment” to students in high schools, universities and colleges.

<i>Fuel Inc.</i> launches this October, and will be available at high schools and campuses across Canada.
Fuel Inc. launches this October, and will be available at high schools and campuses across Canada.
100,000 free copies will be distributed to schools across Canada, with 60% going to high schools and 40% to post-secondary institutions. Targeted at 15- to 24-year-olds, the magazine will feature stories such as “Batman Fever: Jobs that happen when the world sleeps” and “Holy Crap!: Dirty jobs that pay a lot.” It will also include lists such as the top government jobs and the top companies where youth want to work, plus exclusive online content and career advice.

“Right now, careers are a big topic even for people who are working,” says Kaaren Whitney-Vernon, president and CEO of Youth Culture. “With all the economic woes, youth are putting a lot of time and effort into their education, and they want to make sure as they move forward that they pick the right career.”

Fuel Inc. has already sold ad space to Humber College, Athlete’s World, Research in Motion and Rogers Wireless. A full-page ad costs $10,000 to reach high schools and campuses, $6,000 for high school distribution only or $4,000 for campus distribution, depending on each company’s target market. In return, advertisers are able to directly reach the pre-career demographic.

Whitney-Vernon is confident this “no-bull, no holds-barred, in-depth look at the Canadian job market” will be well received by career-oriented students.

“It’s about walking away with that idea of ‘I didn’t know I could do that for a living.’ That’s really our take-away for the magazine,” she says.
— Laura Godfrey
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