Introducing Canada's Newest Publication - "AIR MILES(R) Inspired Living(TM)" Magazine

    TORONTO, April 8 /CNW/ - The AIR MILES(R) Reward Program and
Rogers Publishing Limited today introduced Canada's newest publication-The
AIR MILES(R) Inspired Living(TM) magazine. Making its debut with the
Spring/Summer 2008 edition on March 31, 2008, the magazine is the first
execution of the newly formed marketing partnership between AIR MILES(R)
Reward Program and Rogers Publishing.
    AIR MILES(R) Inspired Living(TM) brings the AIR MILES(R) Collector
experience to life in a visually dynamic and meaningful way-representing an
evolution in the way AIR MILES(R) connects with its customers. The magazine
marks the launch of AIR MILES(R) Reward Program's new marketing position as
"The Destination for Inspired Living." It features custom content segmented
into two distinct core target markets, families and boomers, in both English
and French.
    Publishing twice in 2008 with Spring/Summer and Fall/Winter editions,
AIR MILES(R) Inspired Living(TM) is a custom-published, 84-page perfect bound
magazine that is mailed directly to the homes of 800,000 AIR MILES(R) Reward
Program Collectors. AIR MILES(R) Inspired Living(TM) also features content
developed for readers within 4 different Canadian geographic regions. This
10-version magazine is a highly targeted and customized marketing vehicle.
    "The segmentation strategy that went into AIR MILES(R) Inspired
Living(TM) stems from our knowledge of consumer demographics and Collector
insights gathered through the AIR MILES(R) Program," said Neil Everett, Senior
Vice-President and Chief Marketing Officer, AIR MILES(R) Reward Program. "The
differentiated versions will inspire Collectors with relevant offers and
useful information based on their life stages."
    "This partnership is an excellent example of our ability to offer our
clients a complete suite of marketing solutions to meet their particular
needs," said Jacqueline Loch, Vice-President of Strategic Creative,
Rogers Publishing, and Publisher of AIR MILES(R) Inspired Living(TM) magazine.
"In this particular case, we were able to marry AIR MILES'(R) expertise in the
areas of database marketing and loyalty with Rogers Publishing's extensive
track record in connecting with diverse audience segments. It allowed us to
create a unique and high-quality experience for the AIR MILES(R) Collector."
    "Working with an industry leader like Rogers Publishing has resulted in a
new approach and a breadth of new ideas for us to leverage-today and
tomorrow," said Everett.
    Featuring breathtaking photography, inspiring pages and valuable
information, the content of the magazine will include features on domestic and
international travel, entertaining, decorating and the best of AIR MILES(R)
Reward Program merchandise and redemption offers. Editorial highlights from
the SPRING/SUMMER 2008 issue include:

    -   Amalfi: an adventure along Italy's beautiful coast
    -   48 Hours in Vancouver: an insider's guide
    -   Outdoor Living: from fly fishing to rock climbing
    -   Jamie Oliver: an exclusive interview with the superstar chef
    -   Shopping advice from an e-pro: shop online at exclusive retailers at
    -   Entertaining: 6-must-have kitchen finds; summer blender drinks;
        outdoor garden rooms and 70's inspired home décor
    -   Electronics: the great debate: Plasma vs LCD; the latest camcorders
        and cameras

    Advertising sales for the 84-page magazine is currently managed by the
AIR MILES(R) Reward Program featuring their extensive roster of brand name
Sponsors, more than 800 Reward suppliers and 100+

    About the AIR MILES(R) Reward Program

    Founded in 1992, the AIR MILES(R) Reward Program is Canada's premier
coalition loyalty program. More than 9-million Collector accounts,
representing approximately two-thirds of all Canadian households, actively
participate in the Program. The AIR MILES(R) Reward Program allows Collectors
to indulge in leisure, entertainment, merchandise, travel and other lifestyle
rewards quickly, simply by doing their everyday shopping for products and
services at AIR MILES(R) Sponsors. AIR MILES(R) reward miles can be redeemed
for more than 800 different rewards, such as movie passes, family attractions,
electronic merchandise, sports and recreation, travel and more.
    Collectors can shop and collect AIR MILES(R) reward miles at more than
100 brand-name Sponsors across the country, representing thousands of retail
and service locations nationally, including RONA, Shell, SportChek (Sports
Experts), The Shoe Company, BMO, American Express, A&P, Sobeys, Safeway and
IGA, and The AIR MILES(R) Reward Program's website is

    About Rogers Publishing Limited

    Rogers Publishing Limited (RPL) (TSX: RCI; NYSE:   RG), a division of
Rogers Media Inc., produces many well-known consumer magazines such as
Maclean's, Chatelaine, Flare, L'actualité and Canadian Business, and is the
leading publisher of a number of industry, medical and financial publications.
Rogers Publishing also offers a complete suite of marketing solutions for its
advertising clients, including BzzAgents word-of-mouth marketing campaigns and
custom publishing solutions. All media properties are integrated with their
own popular websites. For further information about the Rogers group of
companies, please visit

For further information:

For further information: Suneel Khanna, Rogers Publishing Limited, (416)
764-1219,; Corporate Affairs Media Desk, AIR
MILES Reward Program, (416) 552-2346,

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