The Canada Magazine Fund
The Canada Magazine Fund (CMF) was established in 1999 to contribute towards the production of high-quality magazines showcasing the diverse work of a wide cross-section of Canadian creators. The CMF also helps build industry capacity to help ensure the continued growth and vitality of the Canadian magazine publishing industry.
In 2005-2006, the CMF had the mandate to:
- support Canadian magazine publishers in the creation of Canadian content for Canadian readers;
- assist small publishers with business development;
- support arts and literary magazines; and,
- provide broader support for industry development projects through research, marketing and promotional initiatives and through professional development and training activities that help Canadian magazine creators prosper in a competitive market.
This mandate was delivered through four program components: Support for Editorial Content (SEC), Support for Arts and Literary Magazines (SALM), Support for Business Development for Small Magazine Publishers (SBDSMP), and Support for Industry Development (SID). Highlights of each of these components are outlined in later sections.
General 2005-2006 Program Highlights
A summative evaluation of the Canada Magazine Fund was carried out in 2005-2006. The evaluation found that the Program aligns well with federal priorities and departmental objectives. Although it was found that the threat of advertising revenue losses from heightened competition from foreign publishers has not materialized, other major longstanding competitive disadvantages continue to justify the need for continued support to publishers through this program. The evaluation did identify several areas where adjustments could be made to improve program effectiveness. Implementation of changes resulting from this evaluation is planned for 2006-2007.
For more information on the evaluation findings, please consult:
http://pch-dev-clf2/developers/tanb/clf2/pgm/em-cr/evaltn/2006/index-eng.cfm
Support for Editorial Content (SEC)
2005–2006 budget: $10 million
Number of titles funded: 187
The SEC component supports paid circulation Canadian magazines in producing Canadian content. Funds are distributed to eligible magazines based on investments associated with producing Canadian editorial content.
2005–2006 Highlights
The application guide was made available on CD-ROM and hard copies of application guides were not produced – a first for the Program. This approach is more cost-effective and the CD-ROM is easier to distribute; it has met with a positive reaction from applicants.
Success Story
The Walrus, a Canadian general interest magazine with an international outlook, won 13 gold awards, 3 silver awards, and numerous honourable mentions at the 2005 National Magazine Awards.
Support for Arts and Literary Magazines (SALM)
2005–2006 budget: $1 million
Number of titles funded: 57
The SALM component supports the ongoing operations and growth of magazines that foster awareness of the arts and literature in Canada, providing Canadian readers with a high-quality selection of these publications in the domestic magazine market. Financial assistance is allocated to magazines recognized for their excellence by the Canada Council for the Arts (CCA) using a formula based on the investments made in magazine production and in the creation of Canadian editorial content.
2005–2006 Highlights
This component is in its second year of operation. The CMF and the (CCA) continued to work closely together to facilitate the application process for applicants. The recipients of this component include magazines about literature, visual arts, media arts, and performing arts from across the country.
Success Story
Maisonneuve took home the renowned National Magazine Award President's Medal in 2005. The judges commented that, “Maisonneuve has done something special in today's complicated Canadian magazine world. With limited means and a lot of youthful brio — if not entrepreneurial foolhardiness — it has managed to sustain a magazine ethos of stylish intelligence and provocative curiosity. It has also done this in English and out of Montreal, thereby establishing a beachhead for all young journalists and editors who refuse to accept the givens of contemporary publishing orthodoxy. The judges admired the product, loved the chutzpah, and salute the effort.”
Support for Business Development for Small Magazine Publishers (SBDSMP)
2005-2006 budget: $2.5 million
Number of projects approved: 75
The SBDSMP component supports the business development of small Canadian publishing firms. Funding is provided for projects that improve financial viability, that promote Canadian magazines to readers in Canada and abroad, and that increase circulation and advertising revenues, thereby ensuring Canadian readers continue to have access to Canadian magazines.
2005-2006 Highlights
Funding in 2005-2006 helped small publishers improve operational efficiencies through a broad range of activities including: marketing (media kits, Internet promotion, market research, special events, newsstand promotion), circulation (fulfillment systems, subscription and distribution projects), and business planning.
Canadian magazine publishers recognize that the SBDSMP plays an important role in increasing access to Canadian magazines for Canadian readers and in enhancing the viability of their publishing firms. SBDSMP funding allows publishers to improve business practices, to increase their circulation and advertising revenues, and to employ Canadian creators.
Success Story
Support from the SBDSMP enabled the publisher to raise the profile of l’Oriflamme, increase subscription sales and improve profitability. This was accomplished through a promotional campaign targeting nearly 3,000 schools and libraries as well as the general public. The magazine was also promoted in specialized medieval stores and in waiting rooms.
The project was remarkably successful. In 2005, magazine sales in Presse Commerce newsstands increased by 31% from the previous year, and subscription sales rose by 30%. Mail order sales of back issues grew by 95%. Sales at trade shows and other events rose nearly 600%. In addition, the number of subscribers from schools and libraries virtually doubled.
Support for Industry Development (SID)
2005-2006 budget: $2.5 million
Number of projects approved: 31
The objective of the SID component is to encourage the growth and efficiency of both individual Canadian magazines and the larger periodical publishing industry by investing in industry-wide or association-based projects that will:
- encourage collective efficiencies in the creation, publication, and distribution of Canadian magazines and periodicals;
- provide services, training, and professional development opportunities to the industry;
- increase the effective use of evolving e-business technology, and practices by Canadian magazine and periodical publishers;
- increase the information base available to the Canadian magazine and periodical industry and policy-makers; and
- raise the profile of Canadian magazines and periodicals among advertisers, readers, creators, and as a career opportunity for young Canadians.
As well, an exciting new trend has emerged over the past year, namely the forging of partnerships between a number of the eligible provincial, territorial, and national associations. This year, projects were approved for large-scale research, strategic planning, market research, development of fulfillment software, and training and professional development, as well as for an exhibition of the most successful and award winning advertising in magazines. Both the number and variety of projects is expanding year after year.
Success Stories
Alberta Magazine Publishers Association (AMPA) The AMPA’s internship program has steadily evolved into one of the Association’s most popular and successful initiatives. It has proven to be a key resource for Alberta magazines, interns, and the Association itself. The program provides AMPA members the opportunity to hire skilled interns, and, in exchange, students receive experience in the field of magazine publishing.
The program’s effectiveness is reflected by increasing demand and participation by magazines year after year. Benefiting from work experience and networking opportunities, program interns are better able to find jobs in editorial positions, and the AMPA has gained new membership from publishers eager to benefit from this popular program.
Association de la presse francophone (APF) The APF represents 26 weekly and semimonthly French-language Canadian publications outside of Quebec. Although they all serve French-speaking minority communities, their individual situations can be very different. In order to bring these disparate publications together, the Association engaged in a participatory study and strategic planning process. This project enabled members to set aside their differences in order to work on identifying common aims and key issues for the Francophone press.
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