About Routes
Mission Statement
Routes magazine strives to be a superior quality publication that celebrates the vast and varied aspects of living in small towns and communities in southern Alberta. Routes consistently delivers interesting and well-written articles, extraordinary photography and design and valuable community information. Routes works closely with advertisers to present their companies in the best light possible and to grow our businesses together. Ultimately Routes aspires to be an indispensable rural resource and a publication that locals are proud to call their own.
With the page of Routes, readers can expect:
- timely information about the communities they live in;
- interesting articles for readers of all ages;
- promotion of local business, arts and entertainment, and
- a clear message of passion and creativity
Launched: November 2008
Published 6 times per year: January/February, March/April, May/June, July/Aug, September/October, November/December
Print run: 13,000
- According to a recent study by the Print Measurement Bureau, each copy of a magazine is read 4.9 times.
- The average magazine page is viewed 1.7 times, providing more impressions per ad than newspaper or TV.
Magazine Concept
A combination of a rural and urban approach to living has created distinctive communities that remain uniquely separate from city life. These communities are places where history is honoured as much as growth. Values include sustainability of resources and culture, as well as working, living, shopping, eating and playing locally.
Name
This magazine is – this route we’re on. It is also about growing up and having established roots in these small towns; or moving here later and unearthing all the gifts small communities have to offer. Routes magazine showcases why we come here and why we stay and raise our families here. It is about newcomers, visitors and locals alike, exploring and celebrating a rural and hip lifestyle, in southern Alberta.
Editorial Mandate
Routes strives to bring its readers timely, insightful and entertaining editorial that is journalistically well written. Our features are beautifully photographed and illustrated with the intent to be proudly displayed, saved and shared with friends.
Routes magazine is researched, written, photographed and created by local journalists, writers, photographers and graphic designers. See our website for the experts working behind the scenes.
Distribution Methods
Routes is a complimentary magazine with a 95 per cent pick-up rate from a multitude of locations in the foothills, such as coffee shops, Town Offices, recreation centers, libraries, local businesses, farmer’s markets, and local events such as the High River Homecoming, Gospel Music Jamboree, and various golf tournaments. Other distribution methods include Canada Post unaddressed admail, and a rapidly growing subscription base, and work with Cohesion Media and Design.
Demographics
Reaching the populations in and around the foothills region of southern Alberta.
Regional populations:
10, 715 – High River
21, 690 – Okotoks
4,500 – Black Diamond/Turner Valley/ Longview
4,200 – Priddis/Millarville/Bragg Creek
2,124 – Nanton
Approximately 30% of this population is between the ages of 45-64 years. This is reflective of the baby boomer generation, a mature and affluent consumer.
Memberships
Alberta Magazine Publishers Association
Diamond Valley Chamber of Commerce
Okotoks Chamber of Commerce
