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Walmart Canada readies new lifestyle magazine

Rogers Media and Walmart Canada will debut a new publication called Walmart Live Better in April 2013. The lifestyle magazine, aimed primarily at mothers, will be distributed for free six times per year through Walmart's retail locations in English Canada. A French edition will be introduced later next year. The companies are planning a circulation of one million copies per issue. Web, tablet and smartphone versions of the publication will also be produced. The content will consists of advice and ideas on topics including food, home, health, beauty and fashion. Each issue will also include content integration and single-sponsor options for advertisers to promote their products. The magazine will be headed by editor-in-chief Sandra Martin. "With the Walmart Live Better magazine we offer our advertising partners an incredibly efficient way to engage moms across Canada through a world-class content experience ultimately designed to help her save money and live a better life," said Brandon Kirk, vice-president of sales at Rogers Publishing. "Rogers Media's experience with women's brands and custom content will serve us well as we bring our creativity and business acumen to this far-reaching project." The concept was developed by Walmart in association with JWT Toronto, Mindshare Canada, and Rogers Media.

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