Canadian Magazine Industry News
18 February 2014,     MONTREAL
How TV Hebdo boosted its sales
TV Hebdo stood out among AAM's Top 10 consumer magazines by single-copy sales as the only title to post a significant increase, its performance jumping 16.2%.

Style at Home reported a modest 1% increase from the previous correlating period, while all other magazines in the Top 10 suffered declines from 1.2% (LouLou) to 22.8% (7 Jours). What did TV Hebdo do differently?

TV Hebdo overhauled its content in early 2013
TV Hebdo overhauled its content in early 2013

TV Hebdo (TV Weekly)'s success on newsstands can be attributed to two simple elements, said Lucie Dumas, vice president of content and group publisher at TVA Publications. The main factor was a major content upgrade in March 2013.

Previously, the digest-sized magazine was more strictly a television program guide. Last year, however, it added 48 pages and now half of the publication's 264 pages feature original editorial content including plot summaries, columns, interviews with actors and behind-the-scenes looks.

"TV is strong here in the market and Quebecers love the big blockbuster TV shows," said Dumas.

The other, smaller success factor is the fact that it is one of the last of its kind, carving a niche among viewers who still value a printed viewing guide. "[Consumers] now have less and less access to that kind of TV listing in the market," Dumas said.

According to the 2013 media kit, more than half of the mag's weekly readership of 248,000 are 55-plus. Factoring in its online presence, the brand pegs its monthly reach at 490,162.

The mag's design also enjoyed a subtle update with an emphasis on larger images and clearer program timetables. "When you have that many followers you have to be careful not to change the brand too much," Dumas said. "I would not say that it's a revolution. It's an evolution."

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Wow, Torstar really seems to be on a mission to bankrupt one magazine after another....
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