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 indispensible 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

Quarterly publication: September – December – March – June

Print run: 10,000

• 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 subscription methods include Canada Post unaddressed admail, and a rapidly growing subscription base.

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Demographics

Reaching the populations in and around the foothills region of southern Alberta.

Regional populations:

10, 715 – High River

21, 690 – Okotoks

4500 – Black Diamond/Turner Valley/ Longview

4200 – Priddis/Millarville/Bragg Creek

2124 – 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.

Marketing

Working closely with marketing consultant: Brenda Mahoney, Critical Edge Marketing.

For past two years, Routes has been a proud supporter of the Rowan House Emergency Shelter, the Foothills Highland Games, the Guy Weadick Rodeo, Cayley School (Walk the Bus walk-a-thon), and various sports teams.

Memberships

Community Builder (a locally-organized program that leverages consumer purchases to benefit participating community association or organization)

Diamond Valley Chamber of Commerce

Okotoks Chamber of Commerce

Building Ties (a women’s entrepreneurial group to support and grow local businesses)

Alberta Magazine Publishers Association

First Birthday Contest: In celebration of the magazine’s first year (Winter 2009) the community participated by entering a birthday giveaway contest. Business owners in the area contributed over $1,100 in prizes to a lucky winner.