Canadian Magazine Industry News
20 May 2010,     TORONTO
2: The Magazine for Couples gets animated with new series
2: The Magazine for Couples has launched an animated YouTube series called Ed and Jenny which chronicles the fictional couples adventures in the world of dating and life.

Ed and Jenny is described by editor in chief Neil Morton as a departure for the magazine, but a good one. The series is written by magazine writer Reb Stevenson and voiced by her and real-life partner Billy Reid who also creates the animation for the show. “The series is multi-platform with YouTube videos, a Twitter feed, Facebook page and a fictional How We Met story for Ed and Jenny on our site,” says Morton.

The first season of the show will run for 12 weeks, with a new episode going live every Thursday. “The basic approach we took with this was looking at new ways to get content out there,” says Morton. “Instead of me commissioning more online stories we decided to go this route with some of the money we had in our online budget.”

A print Ed and Jenny cartoon strip will also run in the next issue of the magazine to promote the online videos. Thus far the first episode of the show has over 17,000 views since last Thursday.

Morton says there is no sponsor for the series as of yet, but is interested in adding one in the future. “Down the road we envision it being sponsored,” he says. “Not necessarily in the pre-roll, but in the post-roll where the credits are listed.”

— Val Maloney
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Jaded says:
Wow, Torstar really seems to be on a mission to bankrupt one magazine after another....
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Full of terrific information, Thanks!...
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