A new lifestyle and real estate magazine targeting new and established immigrants from China has launched in British Columbia.
New Home Living will be published 11 times a year and is written in traditional Chinese. Its first edition, the September issue, is 76 pages and has a 50/50 ad/editorial ratio, said New Home Living publisher Lisa Farquharson. It was distributed the week of Aug. 15.
The content focuses on choosing a place to live in B.C.’s Lower Mainland, as well as the various aspects of setting up house and getting settled in a new community. “We’re targeting new and established immigrants in their own language—we’ve never done that before and we felt there was a need for a lifestyle magazine in that market.”
Farquharson says the magazine will also appeal to more established immigrants “because it’s in their language and tells them what’s in their own backyard.”
As more immigrants from mainland China dive into the real estate market in B.C.—particularly in Richmond and Vancouver’s west side—publishing group Black Press wanted to address the trend and supply the market with home and lifestyle-related content.
Each cover will feature an element of a new real estate development. “When people come here from mainland China, if they’re looking to buy a new development, they’re also looking for the whole lifestyle experience in Vancouver,” said Farquharson.
A dedicated team within Black Press works on New Home Living. There are currently two writers, two devoted salespeople (as well as support from Black Press’ national sales team) and two graphic artists.
A survey tied into an online contest held on the magazines website (which formally launched last week) has helped gather preliminary data about the readership. Farquharson said the “small snapshot” shows 68% of readers are female.
There are three options for advertising in the magazine: traditional quarter-, half- or full-page ads; a profile package that includes a full-page advertorial profile and a full-page ad; and a premium package that includes a photo on the front cover, a two-page editorial spread and a one-page ad.
Advertisers in the inaugural issue include Save-On-Foods, Sprott-Shaw Community College and Stone Grill restaurant.
The magazine is being distributed to locations including hotels, restaurants, grocery stores and libraries in Vancouver, Richmond and nearby communities. It will also be available in high-end rental areas because Farquharson says if someone is spending $7,000 a month on rent it’s likely not a permanent living situation; “they’re looking to transition to buy.”
Each month, 20,000 copies will be available.
The magazine’s website, NewHomeLivingBC.com, offers photos and content that didn’t appear in the magazine. “We want people to go to the website to see more than what was in the print edition,” said Farquharson. “It’s not just about reiterating what the magazine had, it’s about adding to it.”
Print and online versions of the publication will soon be promoted on ethnic TV stations in Vancouver; Farquharson said Black Press is currently finalizing a “substantial” commitment with Omni for a minimum of six months.
