Women’s magazine Chatelaine has significantly expanded its presence within fellow Rogers Media property Cityline with the creation of a new venture called “Chatelaine Day.”
Debuting Aug. 14, Cityline’s “Chatelaine Day” will feature the magazine’s experts and editors offering advice and insight based around the magazine’s core editorial pillars of food, health, décor, style and beauty.
Three episodes of Citytv’s daytime talk show will be dedicated to “Chatelaine Day” this year, while Rogers plans to make it a monthly event in 2013. Chatelaine personalities have been regularly featured in Cityline segments over the years, but this marks the first time the publication will be featured in an entire hour-long episode.
“Our editors have been doing the show for quite some time… and have really become audience favourites,” said Marnie Peters, group marketing director for Rogers Publishing. “It really made sense to package this in a way that elevated the segments we were already doing and creates some excitement for the Cityline audience.”
The business impetus for Chatelaine, said publisher Tara Tucker, is to expand the publication’s reach beyond its core print and web properties. “The Chatelaine brand has really been elevated in the past year, and we would like to communicate with our audience wherever they are, wherever they choose to engage with the brand,” she said.
Chatelaine is well-suited to such a venture, said Tucker (who joined the magazine in January) because it covers all aspects of a woman’s life.
“Chatelaine Day” is part of an ongoing commitment by Rogers to develop multi-platform opportunities for its leading brands, said Tucker.
There will be no advertising sponsorship for the first episode of “Chatelaine Day,” but Tucker said the publication is currently building advertising packages featuring what she described as “very strong, integrated multi-platform program opportunities.”
“We know most of the dynamics in the relationship that [Cityline host Tracy Moore] has with [food editor] Claire Tansey and [health editor] Laurie Jennings, but we have not yet had the full breadth of all our editors on one show, so we wanted to first look at it from a content perspective and then further develop integrated advertising programs,” said Tucker. “There are a lot of exciting elements in the show we’ll be able to take to advertising partners as opportunities.”
While both Chatelaine and Cityline have similar demographic appeal, Tucker said there is little audience duplication between the two. “There’s an opportunity to expand both brands and to share fresh ideas,” she said.
Tucker defined Chatelaine’s core audience as the “new 30-something,” women that are confident, savvy, active, engaged and has a busy lifestyle.
Chatelaine is a brand on a “growth trajectory” said Tucker, and recently launched a new national marketing campaign built around the tagline “Making every day extraordinary.”
A 30-second spot presenting Chatelaine as a curator of “extraordinary things” – from fresh to flattering, good for you to all the rage – debuted yesterday on Rogers Media properties, YouTube and CBC Television, while a radio spot is also running on Rogers-owned stations.