Masthead Special Reports
Trends and Analysis
Braving the storm
New magazine starts in the Masthead 2009 Tally are down considerably from previous years, as expected. The 2008 Tally
noted 74 launches, in 2009 there is a total of 17. This also marks the first time in the past 10 years of the Tally with more magazine stops than starts.
The number of magazine closures stayed close to the 2008 totals, with 37 books closing. Of those, at least seven continue to publish online.
Some publishers brought their print titles online rather than pulling the plug entirely in 2009. Brave Words & Bloody Knuckles
are three consumer titles that closed print editions but continued online in 2009.
Trade magazines got in on the trend as well, with CLB Media’s Green Business
, Logging Management
, Mill Product News
and Specialty Wood Journal
all closing print titles and continuing to publish online.
There were a number of online-only starts in 2009 from publishers including Rogers, Fusion Publishing and Spacing – which expanded the number of city blogs it publishes by two last year. Online starts are not listed in the print tally count but are detailed below. The Masthead Tally will now officially track starts and stops in the online magazine field.
Making it personal
Custom publishing is the only category that grew rather than shrank in 2009, with two new titles and zero closures. New in the category are Mercedes
magazines, both published by Spafax.
Experts say during a recession consumers tend to stay close to home. Following the money, there were three launches in 2009 of magazines that focus on building or decorating the home (Holmes magazine
, Montréal Home
, Sustainable Architecture & Building Magazine
What’s in a name?
Not included in the 2009 Tally, but making headlines across North America last year was Canada’s History Magazine
, which changed its name from The Beaver
after 90 years with the name.
Entering the field
New magazines continue to enter the market in 2010. There have been a number of launches this year, including Friday Night
, Payments Business
and Canadian Cycling Magazine
2009 Tally by the numbers:
# of French-language launches
# of launches a luxury focus
# of launches with a frequency of 10x/year of more
# of launches with a quarterly frequency:
# of launches with primarily paid circulation models:
# of launches that did not survive their first year:
# of closures that survived ten years or longer:
# of closures that survived less than five years:
Past Tally Round-up
Year Total Launches Total Closures
2009 17 37
2008 74 29
2007 75 28
2006 82 24
2005 93 33
2004 139 34
2003 101 47
2002 83 50
2001 69 43
2000 81 60
1999 122 64
• Canadian Poker Player
/teenage girls/Girlworks Media Inc.
• H Magazine
• Holmes magazine
/home improvement/Dauphin Media Group
• Island Times
/Vancouver Island/ Jolene Aarbo
• Men’s Fashion
/mens fashion/St. Joseph Media
• Montréal Home
/interior design/ Montréal Home Magazine Inc.
• Pitou Mag
/Québec dog owners/Family Communications Inc.
• Quilter’s Connection
/quilting/ Ray and Fran Helgeson
• Sustainable Architecture & Building Magazine
/sustainable architecture and building/Janam Publications
Total consumer starts
• Front Shop
/pharmaceuticals/Fulcrum Publications Inc.
• Mingle Magazine
/Halifax business/Apeeling Orange Design Communications
Total trade starts
• Mercedes Magazine
• Bombardier magazine
Total custom starts
/ Canada’s green technology industry/Perry Hoffman
/logging, bioenergy, paper, lumber/CLB Media
• Nursing B.C.
/nursing in B.C./ College of Registered Nurses of BC
/clean technology/ Fusion Publishing
/oil and gas industry/Fusion Publishing
• Spacing Atlantic
/Atlantic urban spaces/Matthew Blackett
• Spacing Ottawa
/Ottawa urban spaces/Matthew Blackett
• Yonge Street
/Toronto/Issue Media Group
Total online starts
*Number does not include online starts
• Brave Words & Bloody Knuckles
/heavy metal/Tim Henderson (continuing online)
• Calgary Inc
• Canadian Home & Country
/home and country/Transcontinental
• Cannabis Culture
• Centre of the City
/music/Chart Communications (continuing online)
• Desi Life
• Guelph Life
• Legacy Magazine
/Alberta arts & heritage/Barbara Dacks
• Live It!
• Locus Suspectus
/contemporary arts/Jolene Pozniak
• Rex Magazine
• Suburban Life
• Today’s Vancouver Woman
/Vancouver women/ Rebecca Ephraim
/business and work culture/Venture (continuing online)
• Wedding Essentials for Same-Sex Couples
/wedding tips for same-sex couples/ Brandon and Christine Jones
Total consumer stops
• Advanced Manufacturing
/preventative medicine/Brian Cole
• Architectural Openings
/Canadian architecture/Bob Rodkin
• Bois & Cie
/woodworking/Éditions C. R. Inc.
• Canadian Lawyer Associates
• Energy Management
/energy efficient products and technologies/CLB Media
• Edge Forest Business Magazine
/forest products/David Holehouse
(combined with Infopresse
)/marketing/Editions Infopresse Inc.
• Green Business
/environmental business/CLB Media (continuing online)
• Le Quebec Industriel
/Quebec Industrial/Rogers Media
• Les Papetières du Québec
/pulp and Paper/Business Information Group
• Logging Management
• Mill Product News
• Mining.com Magazine
• Newpharmacist/Pharmacien Le Jour
• Network Cabling
/networking and cabling/CLB Media
• Orbit Magazine: OISE’s Magazine for Schools
/schools/Ontario Institute for Studies in Education
• Specialty Wood Journal
/human resources/CLB Media
Total trade stops
What follows are the criteria we use to identify launches and closures.
• Launches and closures are listed alphabetically by name; subject, unless self expanatory; owner/publisher; and city.
• Only standalone magazines with bonafide editorial content are counted as launches.
• Not included are annuals; magazines bound into other titles; newspaper sections, inserts/unbound supplements touted as magazines; and magazines that have relaunched under a new name, unless the magazine had ceased publishing for over a year.
• Magazines produced for corporations to promote their products or services—custom publications—are listed in the Tally but are not added to the total numbers of launches and closures.
• English and French editions of the same launch count as one, except in cases where the editorial content is significantly different.
• Unless found, magazines listed as M.I.A. will be counted as closures next year.