Outdoor Canada updates its look

After an extensive readership survey, Outdoor Canada has been redesigned and the magazine has launched a Young Anglers Club to attract a new generation of readers.Ildiko Marshall, associate publisher of Outdoor Canada, says the magazine has had the same look for...

After an extensive readership survey, Outdoor Canada has been redesigned and the magazine has launched a Young Anglers Club to attract a new generation of readers.

Ildiko Marshall, associate publisher of Outdoor Canada, says the magazine has had the same look for a number of years and a change was warranted.

Also, Marshall says, the survey and PMB ’94 found Outdoor Canada had a heavy complement of readers in the 25-49 age group that were not being catered to.

She says a further issue prompting change was the opinion of past and current subscribers that Outdoors Canada was a magazine principally about fishing and hunting.

She says advertisers, too, thought Outdoors Canada was just fishing and hunting.

Although Marshall says that was not the case, she adds the new design will make more of the magazine’s big seven topics: canoeing, hiking, winter sports, wildlife, fishing, photography and hunting.

She says the Young Anglers Club, as well as encouraging a new generation of readers, will also make Outdoors Canada more interactive.

For the time being, this interactivity might be such low-tech efforts as casting demonstrations, but, in future, Marshall suggests electronic interactivity such as an Outdoors Canada space on the Internet is a possibility.

Toronto-based Outdoors Canada is the property of the Canadian National Sportsmen’s Shows, both not-for-profit concerns.

The 22-year old magazine is published eight times a year.

Its circulation is 95,000 copies an issue, audited by the Audit Bureau of Circulations.