Plan B launches DM/mag hybrid

A new glossy that seems like a lifestyle magazine but is, in fact, a direct mail piece will be delivered to 250,000 affluent households in Toronto, Montreal and Quebec on Nov. 7.Eve Howse, founder of Plan B, which has produced the...

A new glossy that seems like a lifestyle magazine but is, in fact, a direct mail piece will be delivered to 250,000 affluent households in Toronto, Montreal and Quebec on Nov. 7.

Eve Howse, founder of Plan B, which has produced the Latitudes direct mail/magazine hybrid, says it is the latest example of her company’s ‘partnership marketing.’

Howse says Latitudes, in English, will go to 100,000 affluent households in Toronto and a further 20,000 in Montreal.

She says Latitudes, in French, will go to 100,000 affluent households in Montreal and another 30,000 in Quebec City.

She says the target audience is men and women aged 35-54 with an average household income of $90,000.

Howse says some of the advertisers in the first, 64-page issue of Latitudes are Air Canada, Chanel, Mercedes-Benz, the state of Florida, and Budget-Rent-A-Car.

She says there will also be in the first issue 20 pages of inserts on aspects of New Zealand.

Issues are slated for November, March, May and September.

Howse says readers of Latitudes can use the toll-free number listed in the publication to book a vacation – through a recognized travel agent – or order merchandise they see advertised.

Plan B has offices in Toronto and Montreal. DC