New travel mag gets on the road

The first edition of a new twice-a-year travel magazine that explores Canadian destinations exclusively is due out next April.Called Roads to...Canada's Great Drives, the full-color glossy will offer marketing partnerships, custom editorial, partnership marketing opportunities, and more.Heritage supportTeena Poirier, vice-president of...

The first edition of a new twice-a-year travel magazine that explores Canadian destinations exclusively is due out next April.

Called Roads to…Canada’s Great Drives, the full-color glossy will offer marketing partnerships, custom editorial, partnership marketing opportunities, and more.

Heritage support

Teena Poirier, vice-president of sales and marketing for Roads to, says the magazine already has the support of the federal Department of Canadian Heritage, and adds other partnerships with provincial tourism boards and corporate advertisers are being negotiated.

Poirier says the magazine’s publisher, Montreal’s Plan B, used Compusearch and Statistics Canada data to find Roads to’s selected audience.

Circulation

She says French and English versions of the magazine will be delivered by Canada Post to 450,000 households in Halifax, Montreal, Ottawa, Toronto, Calgary, Edmonton and Vancouver.

Roads to will be sold on newsstands in other, smaller Canadian cities. Another 57,000 copies will be distributed to travel agents in Canada and the u.s.

96-page inaugural issue

Poirier says the newsstand price of the magazine has not yet been determined. Page count for the first issue is expected to be 96 or more.

The second edition of Roads to is due in October, when its focus will be promoting off-peak travel.

Roads to is similar to Plan B’s other title, Latitudes, a glossy, custom-designed travel, food and wine magazine with an international outlook delivered to 275,000 affluent English and French households.

A one-time, full-color, full-page ad in Roads to is $14,500.