Free mag wants more pages, more online and a broader readership
Male-targeted lifestyle magazine Chill plans to celebrate its 50th issue in September with a new look, expanded page count and several digital media additions.
Chill, which is distributed as a newspaper insert and is also available free at retail locations in Ontario, Alberta, Manitoba and British Columbia, originally launched with a 32-page issue in 2003. The 50th issue, available Sept. 1, is the largest in the magazine’s history at 124 pages and features a new design developed by in-house staff.
The milestone issue will be seen by an expanded audience, as Chill has increased its distribution in Western Canada by 30,000 copies.
Chill has also designed an iPad app and a microsite to coincide with the launch of its 50th issue. As of Sept. 1, all visitors to the iChill.ca website will be redirected to the microsite, which will include blogs, reader polls and directory content.
Scott Stevenson, publisher of Chill, said advertisers will benefit from the 50th issue’s increased page count and added reach, as well as the digital advertising opportunity presented by the microsite.
“As opposed to reducing our price point, we added value,” said Stevenson.
Chill is promoting its special issue with TV, radio and digital ads in male-skewing media such as Score Mobile Media, Insight Sports and the radio station FAN 590. The ad creative was designed in-house by Chill and its sister company, the Oakville, Ont. agency Bedrock Strategic Marketing Group.
Stevenson said Chill’s future plans include maintaining a page count between 116 and 124 pages and incorporating many of the microsite’s features on the magazine’s primary website, which will be relaunched on Jan. 1. He added that Chill, currently published seven times per year, is examining the possibility of monthly publication.
Chill’s primary retail distribution partner in Ontario is The Beer Store. Nationally, the magazine is also distributed at hospitals, medical clinics and community locations such as hockey rinks.
Chill Media, the company that publishes Chill, also recently signed an agreement with CK Media Services, which continues to represent Chill Media’s print and web offerings.
