CHATELAINE MOVES IN ON YOUNGER MARKET
By Adnews Staff
Chatelaine magazine is trying to expand its market by going after a younger market. The publication will be redesigned beginning with the March issue. Until now, the magazine has had an older audience, but Chatelaine is hoping the redesign will attract younger women. The changes include expanded health coverage with a bigger focus on nurturing the body, mind and spirit. The health pages are also being moved to the front of the magazine. The food section will be enhanced to include a Weekend Cook column, which will offer meals to make when entertaining. The magazine already focuses on quick and easy weekday recipes. The front section has been redesigned, keeping readers up-to-date on trends, finds, rising stars and books. There will be a new column for aspiring entrepreneurs and a two page workshops with ideas, role models and hands-on advice. Chatelaine will promote the new look using a radio, print and transit campaign created by The Ongoing Partnership of Toronto. The ads will challenge the current position of the magazine and describe its changes. Chatelaine is a monthly magazine with a circulation of 800,000. It is available by subscription and on newsstands. Chatelaine is published by Maclean Hunter Publishing of Toronto.