WEIGHT WATCHERS REPOSITIONS MAGAZINE
By Adnews Staff
Mississauga, Ont.-based Walmar Limited, the franchise holder for Weight Watchers in Quebec, Atlantic Canada and southern Ontario, has extended the reach of its magazine Weigh To Go! Formerly an internal publication available only at Weight Watchers meetings, the quarterly magazine has been boosted in size to eight pages and is going out as a direct mail piece to 150,000 households. Walmar is also looking for other companies to partner with Weight Watchers. Michael Wilson of The Hilda Wilson Group, a Toronto-based company handling promotional inquiries for Walmar, told Adnews that Walmar is looking for partners who have a product or service that encourages activity or exercise. That could include anything from trips to bicycles and skates, he said. Promotional partners in the magazine's premiere issue, which has already gone out, included Chrysler Canada, Canadian Tire, NordicTrack and Camp Arohon. The magazine's next issue is scheduled to be released in August. Weigh To Go!'s audience is predominantly female, aged 18 to 49 with an interest in weight control, increased physical activity, healthy lifestyles and healthful eating.