CAMPAIGN INTERNATIONAL: MEDIUM OF THE MONTH - Kelly Konis takes a Valentine’s Day look at a new title for the divorced

Marriage is big business in the US and the media market is flooded with bridal guides and magazines aimed at the betrothed - or the merely hopeful. New on the scene, however, is a magazine targeting people at the other end of the matrimony spectrum.

Marriage is big business in the US and the media market is flooded

with bridal guides and magazines aimed at the betrothed - or the merely

hopeful. New on the scene, however, is a magazine targeting people at

the other end of the matrimony spectrum.



Enter Divorce, from the Toronto-based D&D Communications, which targets

a market that is bigger than you might expect. The divorce rate in the

US is one of the highest in the world. In 1993, approximately 1.2

million divorces were granted, equating to 2.4 million people actually

in the ’divorce market’.



Divorce was launched in Toronto last March, during the publisher, Dan

Couvrette’s, own divorce. Editions have followed in Chicago and New York

with 1997 roll-outs planned in the other divorce capitals of Los

Angeles, San Francisco, Philadelphia, Houston, Dallas, southern Florida

and Atlanta.



As the various editions suggest, the magazine is locally driven and the

launch issues in each city have a healthy level of support from local

advertisers. Legal, financial, house buying/selling and mediation

dominate the editorial and are the largest advertising categories.



The lead articles in New York’s launch issue feature advice for finding

a lawyer to fit your needs and planning your strategy in negotiating a

settlement. Also, in time for Valentine’s Day, the ’Dating Game’

recommends ’getting back in the saddle’ to those who may not have been

on a date in years and includes a list of ’telepersonal’ services and

singles events.



For the suspicious, the magazine features a checklist to help determine

if your spouse has hidden assets. In the advertising, targeted

divorce-related services include video surveillance and film evidence

for ’when you need to know the truth’.



And for those who still have a sense of humour, you can order a T-shirt

bearing the words: ’My ex is a good housekeeper. She kept the

house.’



The current circulation strategy for the quarterly magazine includes

both newsstand and subscription, as well as distribution through court

offices, social services agencies, clergy and family support groups,

lawyers’ offices, mediators, therapists, financial planners and real

estate agents.



Subscriptions are being ordered primarily by these distribution outlets,

but also outside the regional zones, which bodes well for the proposed

national US edition of the title.



Kelly Konis is the (single) vice-president associate director of

worldwide media for Ammirati Puris Lintas New York.



DIVORCE FACTS



Toronto: 12,000; New York/New Jersey: 20,000; Chicago: 17,500



Total divorces granted pa



US: 1,187,000; Can: 78,226



Rate per 1,000 population pa



US: 4.7; Can: 2.7



Average age at divorce



Male: US 35.6; Can: 38



Female: US 33.2; Can: 36



Average duration of marriage



US: 7.2yrs; Can: 10yrs.



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