Canadian Magazine Industry News
23 July 2013,     TORONTO
Canadian Living cooks up new look
Canadian Living unveils a multiplatform redesign with its September issue, on newsstands August 5. The refresh includes a new logo, updated content, and plenty of original photography.

The logo, now set in a tweaked Corinthian Bold font, has been moved to a single line, clearing room for a skybox up top which solves the mag's problem of sell lines that conflict with its typically food-centric covers. "If you have a cancer care story, and you have it on a beautiful image of an apple pie, that's just kind of weird," said editor-in-chief Jennifer Reynolds. "Now we can use the skybar to sell some of the other amazing features that are in the magazine."

One of the September issue's four covers
The September issue's main cover

The interior will be more visual, featuring "lots and lots more" original photography, with a new front page for all sections. The previous front-of-book section, Heart of the Matter, has been replaced with Our Canada, which will include news items, interviews, products and ideas that reinforce the 'Canadian' in Canadian Living.

Each recipe in every issue will now come with a photo and, following feedback from the brand's targeted readership, there will be more "quick and easy" kitchen solutions. The style section has added a feature where everyday women try out the season's latest trends. "It's really nice to be able to mix real life with the runways," Reynolds said. Both regular readers and non-readers also suggested more travel content.

The September issue features four sequential covers highlighting the brand's main sections: Food, Health, Home and Style. As well, the issue is poly-bagged with a 32-page Canadian Living Moms supplement timed for the back-to-school season. It is the second edition of the special which premiered in June.

Each cover spotlights one of brand's pillars: food, health, home and style
Each cover spotlights one of brand's pillars: food, health, home and style

TC Media is promoting the new look to consumers and advertisers with campaigns in Canadian Living's sister publications, ads in the Globe and Mail newspaper and on television, plus retailer promotions and offers to new subscribers. Reynolds will embark on a country-wide media tour this summer and some of the mag's editors are slated to appear on CTV's Marilyn Denis show on July 23.

The refresh was led by Reynolds and group publisher Caroline Andrews, both of whom were appointed late last year, art director Stephanie White, who started at the mag in May, and digital product director Andrea Kolber.

Like the print edition, the website has been redesigned with a focus on big images and original photography, and the new logo was adopted earlier this week. Reynolds also teased upcoming changes to the iPad edition by former contributing art director Chris Bond, who is taking on a new role as creative lead for TC Media's digital editions.

"We have great stuff going on with our September issue and then it will build on that into October and November," Reynolds said. "[Chris's] talent, onto this platform, in full time will be amazing. I can't wait until he's 100% working on the iPad."

Earlier this month a spate of job postings went up as Canadian Living announced newly created positions tied to the refresh, moved its staff around and looked to fill vacated roles. Reynolds said the mag is still weeks away from hiring but is deep in the interview process. "It is going to be the hardest decisions ever," she said.

[*This story has been updated]

— Jef Catapang
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