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
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
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
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
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.
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.