YTV Whoa! – the Canuck kidcaster’s tween magazine produced by Toronto-based Paton Publishing – has launched a sponsor-packed interactive e-zine. The e-zine mirrors the print version, but it includes audio and video features that link tweens directly to fan sites and programming clips.

The print mag has a circulation of approximately 250,000 copies, a quarterly frequency and distribution through Pizza Hut restaurants, Canadian bookstore chain Indigo/Chapters and newsstands across Canada. According to Paton Publishing the mag reaches around 880,000 tweens, while 60% of readers report a parent has perused a copy. The YTV Whoa! e-zine will hit 130,000 subscribers aged 8-12 through YTV.com.

Advertisers can arrange for tie-ins with Pizza Hut placemats and collectable cups, while integrated campaigns often tie-in with links and support to YTV, online and on-air. Current advertisers include Hasbro, Kellogg’s, Parmalat, Crayola, Warner Bros., Alliance Atlantis, Nintendo, Disney, Wonder Bread, Nickelodeon and Viz Media.

from Media in Canada