Rogers Publishing’s Business and Professional Publishing Group (BPPG) has launched Canadian Capital, a new quarterly title catering to self-made business owners looking to grow and manage wealth.
The magazine launches with a circulation of 40,000 and is complemented by both a website and a weekly e-newsletter that will initially be distributed to 20,000 people.
The magazine’s primary audience is individuals who have established business and are seeking advice on everything from transferring wealth within the family to selling a business or aligning with a philanthropic cause.
Paul Williams, vice-president of BPPG online services and audience development with Rogers, estimated that the magazine’s circulation base controls up to $300 billion in business capital.
“There’s a lot of wealth that’s going to be unlocked, and the wealth management challenges for these businesses are enormous,” said Williams, who predicted that activity in the area will increase significantly over the next three to five years as more business owners reach retirement age.
“[Canadian Capital] is certainly unique in Canada, and I’d argue it’s unique anywhere,” said Williams.
The 68-page perfect bound launch issue, which features a cover story on the succession strategy of upscale fashion retailer Harry Rosen, features a diverse group of advertisers that includes HSBC, Scotia Private Client Group, Horizons Exchange Traded Funds, Sun Life Financial, Acura, the Canadian Cancer Society and WestJet.
Williams called financial services companies the “core” advertiser for the product. “Our forte is working with financial service institutions, and we understand from a strategic point of view… that wealthy Canadians are a key target for them,” he said. “We’re trying to create a media property that allows them to communicate to prospects and clients and grow their business.”
Magazine launches have become scarce in recent years as publishers grapple with the twin challenges of declining ad revenues and shifting media habits.
According to Magazines Canada – citing data compiled by Masthead – an average of 61 consumer titles were launched each year between 2000 and 2008, including a high of 100 in 2004. In 2009, the last year for which figures are available, only 11 new titles were launched.
Canadian Capital is Rogers’ first new title since Hello! in 2005.
