Investor’s Digest plans to take ads

For the first time Investor's Digest of Canada intends to carry advertising with the stated aim of turning the twice-a-month tabloid into a weekly investment newspaper.MarketBarrie Martland, president and a co-owner of MPL Communications in Toronto, which publishes the Investor's Digest...

For the first time Investor’s Digest of Canada intends to carry advertising with the stated aim of turning the twice-a-month tabloid into a weekly investment newspaper.

Market

Barrie Martland, president and a co-owner of MPL Communications in Toronto, which publishes the Investor’s Digest and 20 other titles, believes there is a market for a publication such as the one he proposes.

‘One of our goals is to make it a weekly,’ Martland said in an interview.

He says he does not have a deadline for the transformation of Investor’s Digest because a lot depends on how successful the paper is at attracting advertising.

However, Martland says he is confident the subscriber base for the newspaper will make it an attractive proposition to anyone who wants to target the serious investor.

The first Investor’s Digest to carry advertising will be the Oct. 29 issue. The newspaper has 13,500 subscribers who pay $127 a year for 24 issues.

Martland says the typical subscriber to Investor’s Digest has a net worth of $675,000.

A study conducted for the paper this year by Standard Research Systems found the typical subscriber to Investor’s Digest had an annual income of $82,000, with one in four subscribers having an income of $100,000 a year.

Subscriber profile

The typical subscriber, the study found, had investments of $480,000, was 54 years old and a highly educated professional or managerial person.

Martland says Investor’s Digest has only just sent out its media kits so it is too soon to assess advertisers’ interest in the paper.

He says a one-time, black-and-white, full-page ad costs $3,725.

Peter Vos, Investor’s Digest advertising sales manager, says charter advertisers in the Oct. 29 issue will get a free ad to thank them for signing up.

MPL Communications bought Investor’s Digest two years ago from The Financial Post.

At that time, it had about 8,000 subscribers. DC