TORONTO—For Canadian Living, partnering with the CBC to create the daytime cooking show Best Recipes Ever has been a a win-win, says group publisher Lynn Chambers. “The CBC was looking to build a stronger daytime audience and we were interested in opening up a new media platform,” she says.


The show, which airs Monday to Friday at 3 p.m. is part of the magazines long term plan to become a daily source of help and inspiration to readers, says Chambers. “We are in the midst of a brand evolution which will be unveiled in the spring,” she says. “This show fits nicely into our strategy of being a daily focus for readers.”

Canadian Living has developed an integrated package for advertisers that connects with the show and the magazine and hopes it will bring new partners to the brand, says Chambers. “We are running a Best Recipes Ever column in the magazine that has snippets from the show,” she says. “Both the CBC and the magazine have created a web presence for the show with video.”

Chambers says the show, which uses the magazines “Tested Till Perfect” recipes garnered 100,000 viewers the first week on air and has helped to increase web traffic to the magazines site. “We have seen 2,500 to 3,000 unique visitors a day visiting the site for recipes,” she says.

Canadian Living is published monthly by Transcontinental and has a paid circulation of about 510,000.