Magazines Canada
Founded in 1973, Magazines Canada is an incorporated nonprofit Canadian national magazine trade association. It was formerly known as the Canadian Magazine Publishers Association. A small group of publishers launched the organization to encourage growth in the sector and to act as a resource for independent publishers. The organization represents a variety of magazines, including business, consumer, cultural, professional, and specialty titles.
Magazines Canada advocates on behalf of the Canadian magazine industry in matters of public policy and offers advertising, circulation marketing, and professional development to its members. Membership is open to all Canadian-owned and Canadian-content magazines that feature a wide range of content in English, French, or a foreign language. Its mission is to foster a national environment conducive to magazine publishing, encourage new magazine start-ups, support existing publications, and allow magazine staff members to develop the necessary skills to succeed in the Canadian magazine publishing industry. Short- and long-term association goals are determined through its diverse membership under the leadership of an elected board of directors.
Membership and Governance
Based in Toronto, Magazines Canada represents hundreds of Canadian magazine titles. Members are granted admission through an application process. Once approved, members can engage the association for a number of services. These services include advertising and circulation assistance, sustainable publishing practices, professional development and training, governmental advocacy and lobbying, and industry networking.
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To be considered for membership, applicants must meet Magazines Canada’s eligibility requirements. These requirements include the publication of at least two issues, a verifiable circulation of 100 copies or more, a clear policy on the editorial-advertising relationship with no more than 70 percent of the magazine being advertisement, Canadian ownership of at least 51 percent, and Canadian-authored content of at least 80 percent. Titles aimed at exclusive readership, advertising and promotional titles, and newspapers are ineligible.
Magazines Canada is supervised by an all-volunteer board of directors who serve two-year terms. The board is elected at the annual general meeting and oversees several special advisory groups, committees, and association staff (including a chief executive officer) guided by association bylaws, an annual business plan, and a Strategic Planning Framework. Committees include the Arts, Literary, and Culture Committee, the Circulation Marketing Advisory Committee, the Business Media Advisory Committee, and the Digital Media Advisory Committee.
Programs
Magazines Canada operates a number of programs to provide resources to its membership. It offers its members circulation marketing and distribution support through the planning and execution of large-scale marketing campaigns and newsstand distribution. The association also provides fee-based direct-to-retail distribution services, dispersing member titles to retailers and wholesalers across Canada.
Professional development is a focal point for Magazines Canada, and the association distributes educational resources, hosts events, and provides financial assistance to eligible member magazines. Industry-centric educational materials include webinars and a series of single-topic, one-page articles called Hotsheets. Annual professional development events are held throughout the year.
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Magazines Canada is committed to advocacy on behalf of its magazine industry members in the area of public policy. The association works with suppliers, members of Parliament, and other national agencies and departments to address policy issues at the regional and national levels. Some advocacy areas that Magazines Canada has tackled include copyright reform, e-commerce, government funding, postal issues, privacy legislation, recycling-related fees, and taxes.
The original version of this article was published by SAGE Publications in The SAGE International Encyclopedia of Mass Media and Society.