Fresh perspective offers new ways to showcase the region

The old cliché is that “you can’t go home again.” While that may be true in some cases, I believe you can look at that home with a new set of eyes, so to speak.

That is exactly what Michiana Life magazine is all about.

Launching this fall, Leader Publications will publish a high-end lifestyle magazine focusing on shopping, dining, the arts, culture, entertainment, homes and the amazing people of northern Indiana and southwest Michigan.

With the four quarterly issues set to coincide with the seasons, the entire publication is about what makes this area so special. Although it has grown out of the success of our Explore Michiana guide, Michiana Life will be different from anything else we do and should be looked at as entirely separate from the newspapers.

Everything from the paper it is printed on to the fonts used inside to the articles themselves will work together to create the total package that will set this magazine apart from the competitors.

We have one goal — to make those who pick up the magazine feel Michiana is the greatest place on Earth. Some people might say the fact I am not from the region is a detriment. I look at it as an advantage. I have a fresh perspective on the area that some who live here may take for granted.

Reaching more than 4,000 upper-income households with another 4,000 copies distributed at over 200 locations across the two states, Michiana Life magazine is designed for those who call the region home, and for those who may want to in the future. Subscriptions will be available for those who may have moved away but whose hearts have never left Michiana and for those who want to ensure they don’t miss an issue.

From young transplants to fifth-generation residents, we believe our readers are unified by an active interest in the world around them. Whether they are looking to shop local businesses or attend cultural events, our readers are plugged into the scenes around them. We think out target demographic values creativity and innovation but also enjoys the distinctive elements of traditional life.

Michiana Life magazine strives to replicate the true spirit of the region that boasts a diverse economy of businesses from almost any sector, as well as entrepreneurs of every stripe.

Michiana Life will be presented in beautiful photography, with in-depth and thoughtful articles on a range of topics, and use of the charm of this special place in an intelligent manner.

But, why a magazine, you might ask? The answer is simple: Magazines offer the ability to impact lives and tell stories on a platform different than anything else we produce.

More than 150 print magazines have thrived for over 50 years. (It is relevant to note that only nine TV programs can say the same). Nationally, 47 magazines have published for more than 100 years.

According to MPA – The Association of Magazine Media’s 2013-2014 Factbook, 91 percent of Americans read a magazine in either print or digital format in the past six months. Magazines rank number one in reader engagement as the average person spends 40 minutes browsing each print issue.

What does this product mean for our advertisers and businesses in the region seeking to connect with consumers?

First, magazines grab the attention of affluent customers with 71 percent of adults saying they have some interest in magazine advertising they have seen in the past 30 days, according to the MPA.

Perhaps even more powerfully, 59 percent of readers took action or plan to take action as a result of exposure to specific print magazine ads.

More information will be coming soon. Ask a member of our team if you see them out. Talk to your sales representative. Give me a call. You can also stay tuned to www.michianalife.com for more information.

The region collectively known as Michiana creates one community, one home, one life. It possesses a diverse history and a future that’s one of the brightest.

Now is time to start sharing that with those who live here and those who may want to someday.

 

Michael Caldwell is the publisher of Leader Publications LLC. He can be reached at (269) 687-7700 or by email at mike.caldwell@leaderpub.com.

 

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