Globe launches Gusto

A 'strategic alliance' between The Globe and Mail and the Loblaws supermarket chain in Ontario means the newspaper has again entered the magazine fray.Irene Patterson, retail sales manager for the Globe, says because the newspaper is producing Gusto in conjunction with...

A ‘strategic alliance’ between The Globe and Mail and the Loblaws supermarket chain in Ontario means the newspaper has again entered the magazine fray.

Irene Patterson, retail sales manager for the Globe, says because the newspaper is producing Gusto in conjunction with Loblaws, the glossy is being called ‘a supplement to The Globe and Mail.’

The tight focus of Gusto is food, and the drink that goes with it.

Patterson says the magazine will carry complete menus built around a seasonal event, and short pieces on drink, new foods and trends in food shopping.

Patterson says the four-times-a-year book will have a circulation of 200,000 distributed through the Globe and 300,000 through Loblaws’ 38 stores in Ontario.

The title is expected to attract 1.2 million readers.

The Globe will carry the first issue of Gusto two or three weeks before Thanksgiving. Others include Christmas, Easter, and summer barbecues.

Gusto will be available in Loblaws stores five to seven days before the seasonal event.

So far, Patterson says, Gusto has signed advertising deals with companies in the packaged goods, beer, wine, liquor, appliance and tableware industries.

She says Gusto will not compete against such consumer books as Chatelaine and Canadian Living but will go up against such ‘secondary buys’ as House and Home and Select Homes.