Custom Publishing
At Paton Publishing, "We create for kids." If you are interested in reaching the youth market, we will custom develop a magazine that brands your organization, while speaking directly to the much-coveted youth category. Below are a few examples of custom publications we created for high-profile clients.
 
West 49
Objective:
To highlight products during key sales periods of fall and winter
 
Results:
200,000 copies were distributed to West 49 subscribers and at retail
 
Ontario Power Generation
Objective:
To promote water safety around dams, hydro electric stations and waterways to elementary school students.
 
Results:

150,000 copies were distributed through POP! magazine and other Ontario Power Generation events.

 
Swiss Chalet’s POP! Free Time
Objective
To move away from toy premiums and create a unique educational activity book full of kid-targetted content branded to Swiss Chalet.
 
Results
  • 300,000 copies of POP! Free Time Magazines were distributed through Swiss Chalet restaurants with the purchase of a kids meal.
  • 97% of parents saw POP! Free Time as a great addition to the kids’ meal.
  • 92% rated the content very good to excellent.
  • 83% said they would return to get the next issue of POP! Free Time.
 
VIA Rail Activity Book
Objective
In May 2005, Paton was hired by VIA Rail to give their kids’ activity book a face lift.
 
Results
  • Paton developed a custom activity book using the theme, “A Great Canadian Voyage” featuring maps, games, facts and activities to keep kids entertained on their journey.
  • The Great Canadian Voyage Activity Book continues to be distributed free to kids under the age of 13 who ride VIA Rail.
 
RUSH – the Hockey Company
 
Objective
To create a targeted communications vehicle that would build consumer loyalty, while repositioning The Hockey Company’s key brands (CCM, KOHO and JOFA) as "edgy" and "cool"—making them more desirable to youth.
 
 
Results
RUSH is a 24-page hockey entertainment magazine that was distributed free at sporting good stores across Canada and the US. Each issue featured player interviews, trivia, hockey skills, and information on new products and initiatives from The Hockey Company. Survey results showed that the majority of respondents "found the product information in RUSH helpful when it came time to make their purchasing decisions." The majority also rated RUSH "very good" to "excellent" and said they would return to their local sports shop to pick up the next issue.
 
Distribution and Frequency
250,000 copies of RUSH were distributed twice a year in the spring and fall over a two year period to coincide with The Hockey Company’s key business season.
 
 
KIDS SCOOP– Eaton’s
 
Objective
To position Eaton’s as the place to shop for kids’ fashions by taking the traditional Eaton’s kids flyer and transforming it into a fashion magazine for kids.
 
 
Results
Kids Scoop was launched in the fall of 1997 as a premium for Eaton’s Kids Club members. Each issue featured 40 pages of the hottest trends in youth fashion with a focus on the latest brands and bargains available at Eaton’s. Each issue also featured tips and articles for mom, offering insight into what’s hot for kids. The magazine was a huge success—Eaton’s saw an increase in sales within the two-week period after Kids Scoop hit home, and all contests/sweepstakes solicited between 10,000 and 30,000 responses!
 
Distribution and Frequency
300,000 copies of Kids Scoop were mailed direct to home in the spring, summer, fall and winter.
 
 
For more information on Custom Publishing, please contact:
Anne Lovegrove at 416.503.4576 ext.226 or
Melissa Kilpatrick at 416.503.4576 ext.225