[1] Eventually shortening its name to Weekend, the magazine, printed using the rotogravure process,[1] included features writing, cultural and entertainment reporting, cartoons by Doug Wright, colour advertising and photographs and recipes among other items.
In 1969, Weekend and The Canadian merged their marketing, advertising, and printing departments in order to cut costs but remained editorial competitors.
[1] Frank Lowe, who was the magazine's editor in the early 1970s, had a pet project he called "The Vanishing Canada".
The project consisted of publishing stories and photos about disappearing ways of life, of which two were the cover stories "Fishing the Great Lakes: a dying business" (February 5, 1972) and "Last Winter of a Farming Man" (April 1, 1972); both featured text and photos by journalist Peter H. Martyn.
John Macfarlane became editor in 1976 and eliminated staff writers, using freelance writers and editors instead, allowing him to redirect cost savings to the magazine's travel budget allowing the magazine to adopt an international focus, for example sending Adrienne Clarkson to China to write a feature on the thirtieth anniversary of the Chinese Communist Revolution and author Barry Callaghan to Africa to write a piece on Canadian missionaries.