P&G To Launch Rouge Magazine in U.S.

Who says old media is dead? Not Procter & Gamble! The world’s biggest advertiser plans to roll out Rouge, its Canadian custommagazine in the U.S. this fall.

P&G first launched Rouge in Canada in 2005, then tested the magazine with 2 million U.S. households last September. The full rollout with the fall 2009 edition will reach 6 million to 7 million homes. In all, the spokesman said 11 million North American consumers will have received the magazine by next year.

“Rouge is launching in the U.S. because we saw it as a strong, highly effective tool in Canada that helps us at P&G Beauty to develop an informative, valuable, long-term relationship with our beauty-involved consumers,” a P&G spokesman told Ad Age.