Canadian Homes & Cottages Establishes Co-branding Initiative in Publishing Marketplace with Ad

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Steven Griffin

Canadian Homes & Cottages

(905) 567-1440

Unique Marketing Approach Developed

To Promote Publications

Canadian Homes & Cottages Establishes Innovative

Co-branding Initiative in Publishing Marketplace

Toronto, June 13, 2000 - What do a divorce publication and Canada's national building, renovating and decorating magazine have in common? More than you think.

For over a decade, Canadian Homes & Cottages has been a valuable source for home building and renovating information in Canada. Recently Canadian Homes & Cottages, in association with Divorce Magazine, launched a co-branding initiative that demonstrates how two separate brands can increase market exposure in separate industries (see attached advertisement titled “Read us now or them later”).

Steven Griffin, publisher, Canadian Homes & Cottages, views this opportunity as a launching point for further co-branding exercises. “We are constantly looking for new ways to introduce new markets to our magazine," he says. "This ad does that, and at the same time has a little fun!"

The ads are currently running in the latest issues of Elm Street, Canadian Gardening, Canadian Lawyer and Canada Magazine, among others. In addition to the Canadian Homes & Cottages/Divorce Magazine campaign, Griffin says other opportunities to co-brand exist in a variety of crossover markets, such as publications that target teenagers, young adults, parents and even grandparents. "Families of all ages have building and renovating needs, and this co-branding opportunity can target them at any age in their life as they read about their primary interests."

“This strategy's key strength lies in its ability to extend a media budget through innovative tactics by increasing exposure to a wider audience in a unique and memorable way,” says Brad Rudin, Director of Corporate Development, Sutton Javelin Communications. “Co-branding is a symbiotic strategy that delivers stronger recognition based on the equity leveraged by both its partner's brand and its own.”

The bottom half of the ad features a reader service form that consumers can use to obtain information about home building and renovation. This reflects the roots of Canadian Homes & Cottages, which evolved into a magazine from a brochure fulfillment service in 1990.

Canadian Homes & Cottages

Canadian Homes & Cottages is published eight times a year by In-Home Show Publishing of Mississauga, Ontario. Every issue has news and feature articles for consumers who are planning a major building project or renovation, or who are looking for great design ideas. The publication also has strong readership in the building industry. Canadian Homes & Cottages covers design and construction trends, new products and services, how-to projects, new home and renovation case studies, decorating tips and building trade news.

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Alex Klenert
Sutton Javelin Communications
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