Feeling dentists in Toronto needed a magazine with information about both work and lifestyle, Dr. Ed Philips of the Toronto Academy of Dentistry approached Dolce Publishing Inc., a Vaughan, Ont.-based company with 13 years of experience publishing luxury magazines. The result of this collaboration, Toronto Dental Life, was mailed to the 8,000 or so members of the Academy  in December.

“Our readers are professional dentists and don’t have a lot of time,” says editor-in-chief, publisher and Dolce co-founder Michelle Zerillo. “So to find something that has practice info and lifestyle info in one place makes this magazine more appealing for them.”

The magazine’s editorial mix leans towards the lifestyle part of the equation: Sections are dedicated to travel, arts and entertainment, cars, fashion, food, and shopping. As for content related directly to dentistry, a section called “Shop Talk” carries stories about inserting crowns and avoiding lawsuits. There’s also a spread called “Tools of the Trade” covering new products and a front section with notes about upcoming and past events, and messages from the Dentistry Academy's chapter presidents.

First-issue advertising was also lifestyle heavy (clothing, real estate, jewelery, furniture, art), with a smattering of professional ads (labs, practice management) also spread throughout the 34-page book. A one-time, full-page ad in the magazine costs $3,360.

Toronto Dental Life is the fourth magazine Dolce Publishing’s stable; Vaughan Living, Dolce Vita and City Life are its siblings.