Canadian Magazine Industry News
2 December 2010,     TORONTO
The Kit hopes to reach 200,000 uniques by spring
The Kit is an online-only women’s magazine featuring a powerhouse editorial and sales team. The magazine, which launched in September hopes to reach 200,000 unique visitors by next spring.

The Kit's winter 2010 cover
The Kit's winter 2010 cover

Published five times per year and converted from InDesign to a digital magazine format by Massachusetts-based Texterity, The Kit is published by former St, Joseph Media vice president, group publisher Giorgina Bigioni. She says advertisers are drawn to the magazine because of the novelty of its digital format. “Our current advertisers support The Kit because they like its innovation, interactivity, instant links and ability to layer in video teamed with a magazine environment.”

Current advertising rates are $5,000 per page, says Bigioni, which includes a link and contest exposure. “We can also develop special packages that can include video, slide shows and unique promotions.” The site currently has over 50,000 visits and 850,000 page views in the 10 weeks it has been live.

Using digital instead of print cuts costs and frees up editorial creativity, said associate publisher, content Doug Wallace, who has previously worked at Wish and FASHION, at a recent CSME event. But he noted working in digital has expanded his job definition considerably from his days in print. “There are more details online,” he said. “I need to be able to source music and video and I edit more because there needs to be more images. It is completely different than working in print.”

The Kit, which is divided into Hair, Health, Face and Body Care sections with a well-known editor for each also sends out a newsletter nine times per year to supplement its magazine.

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