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Today‘s Seniors/City Parent move to Oakville The Beaver operation, also owned by Metroland, already proâ€" duces three editions of its awardâ€" The Beaver, Today‘s Seniors and City Parent are all owned by Metroland Printing, Publishing and Distributing. a division of the Torstar Corporation. With Today‘s Seniors/City Parent now on site, there will be 16 new publications produced at the Speers Road plant each month â€" 11 regional ediâ€" tions of Today‘s Seniors and five of City Parent. The operation also publishes a number of magazines from its City Magazines division. The move brings 30 jobs to town and represents a substantial expansion of the publishing activiâ€" ties at the Beaver offices at 467 Speers Road. akville has become the new home base of two monthly newspapers with the addition of Today‘s Seniors and City Parent to the Oakville Beaver operations on Speers Road. ssuming the role of Editor for AToday’s Seniors as the publiâ€" cation moves to Oakville is Don Wall (right), until recently Advertising Features Coordinator for the Oakville Beaver. A graduate of the University of Western Ontario with a degree in Economics, Wall previously spent seven years as Editor of the Abbey Oaks News in north Oakville and has also contributed to such publiâ€" "City Parent and its predecessor, Kids Toronto, have played an imporâ€" tant role for parents for many years now," says McKay. "Our expansion into new regions means that we will be able to support and entertain parâ€" haron E. McKay, (right) an awardâ€"winning author, frequent radio and television guest, childâ€" safety advocate and parent, has been named Editorâ€"inâ€"Chief of City Parent. Morrison originally served as National Advertising Manager with Today‘s Seniors in its early days and helped develop the first trade shows even before there was a separate division. Premier Consumer Shows was established in 1990. Morrison notes that the publishing and show divisions are complementary: "You couldn‘t pay for the type of publicity we get through the Metroland publications." "First, you have to offer value," says Morrison." You have to follow through on what‘s promised â€"â€" you can‘t promise one show and deliver another one. You have to deliver quality to the public. We offer free admisâ€" sion to all of our 50â€"plus mature market shows, and there‘s entertainâ€" ment going on all the time. It‘s a phenomenal value without even visâ€" iting a booth." The art of running a successful trade show can be boiled down to a few simple propositions, says Derek Morrison (right), director of Premier Consumer Shows, the show division of Today‘s Seniors. He overâ€" sees the production of 10 trade shows a year across Ontario that attract several milâ€" lion customers. hok gow u t 06 30 t Ne e t e "Today‘s Seniors has develâ€" oped a loyal following during its 10 years in operation and I‘m looking forward to the challenge of helping both publications and the show division develop to meet The production department of Today‘s Seniors/City Parent moved to Oakville two weeks ago and joined forces with the Oakville Beaver composing room on the main floor at 467 Speers. The show division and other departments moved into offices on the second floor of the same buildâ€" ing this week. All divisions will be under the management of Ian Oliver, publisher of the Oakville Beaver and Milton Champion, who has been running the Niagara and Hamilton/ Burlington/ Oakâ€" ville editions of Today‘s Seniors since 1993; he assumed control of the head office of Today‘s Seniors/City Parent in January. Today‘s Seniors also has an active trade show division known as Premier Consumer Shows with a staff of five that produces 12 trade shows a year. winning community newspaper each week and also handles two other weekly inâ€"house publicaâ€" tions, the North News and the Giant Marketplace. Wall says he is eagerly looking forâ€" ward to serving the readership of Today‘s Seniors. "The overâ€"50 crowd has more time to sit down and read a newspaper coverâ€"toâ€"cover than other age groups do. I plan to sincerely lisâ€" ten to their concerns and make this paper more responsive to their needs." cations as the Hamilton Spectator, the Burlington _ Post _ and _ the Halton/Canadian Business Journal. McKay says she will maintain the upbeat, highâ€"energy style that has characterized City Parent in the past. "Over time, we will also take on a more multicultural look to better reflect the community we serve," she commented. "City Parent has the opportunity to do a lot of good, and that is what we intend to do." ents, grandparents and care givers across Ontario." One million readers Today‘s Seniors was founded 10 years ago as a division of the North York Mirror with an initial circulation of 40,000. A steady stream of regional editions was added and in 1989 Today‘s Seniors became a division of its own within the Metroland chain. A major breakthrough came in 1990 when the novel idea of franâ€" chising the publication was put into practice. Today‘s Seniors now has franchises in Durham, Kingston, Belleville/Quinte, their full potential," said Oliver. "We‘re bringing a lot of talented people to Oakville and the markets for all three divisions are really taking off right now. The baby boom generation is just about to reach 50, and that‘s who we are targeting with Today‘s Seniors. City Parent is aimed at the next generation, the children of those baby boomers and their children. Premier Consumer Shows gives us another way to reach those two groups." "I wish City Parent well," says Johnson. "I believe that it‘s an important resource for parents and that the new Editor, Sharon McKay, is the person to lead it Johnson sent her best wishes this week for the new regime and commented on how far the publiâ€" cation has come since she started it in her basement 10 years ago: "I started with $10,000 and looked what happened! City Parent is the successor to the respected Kids Toronto, a monthly newspaper founded 10 years ago by an Oakville resident, Plum Johnson, as a means of keeping parents in touch with events happening in Toronto. Metroland purchased Kids Toronto last fall and it was renamed City Parent for its November edition. Metroland plans to adapt the formula of franâ€" chising used so successfully by Today‘s Seniors to expand City Parent‘s readership across Ontario. Ottawa and Simcoe as well as ediâ€" tions distributed in Toronto, Kitchener/ Waterloo, Hamilton/ Burlington/ Oakville, London, Windsor and the Niagara region that are controlled by the head office. The circulation is now 350,000, with readership estimatâ€" ed at one million, and Oliver proâ€" jects that within the next year Today‘s Seniors could go national. The Leading Newspaper... for People 50â€"Plus The three divisions of the Today‘s Seniors/City Parent group are now in place on Speers Road. Ian Oliver has hired two new editors for the publications: Don Wall, until recently Advertising Features Coordinator with the Oakville Beaver, will serve as Editor of Today‘s Seniors, and author and broadcaster Sharon McKay will assume the Editor‘s position with City Parent. Key members of the Today‘s Seniors/City Parent management team include Neil Oliver, General Manager; _ Derek Morrison, Director of Premier Consumer Shows; and Cathryn Oliver, Advertising Manager. Geoff Hill, currently Director of Circulation for the Oakville Beaver, is now coordinating the distribution of Today‘s Seniors and City Parent as well. The main production of Premier Consumer Shows is the Great Canadian Maturity and Travel Show held in Toronto in the spring and fall and also in four other Ontario centres each year. The largest show is held in the fall at the Metro Toronto Convention Centre and attracts close to 50,000 visitors to 400 booths over two days. The spring version of the Great Canadian Maturity and Travel Show will be held in Toronto on Mar. 30 and 31, and the first City Parent Family Show will be held in June. into the future."