Redesign and repositioning works, just look at The Beaver

The Beaver— Canada’s History Magazine, was re-designed and re-focused entirely, starting with last October's (October/November) issue as it headed into its 85th year of publishing. The magazine had been holding its own in circulation at about 47,000 for a few years, but had essentially stayed flat; there was concern about an aging readership and the failure to grow.

A new art director was brought aboard, Michel Groleau from Montreal, charged with bringing a fresh look to the sometime serious subject of exploring Canada’s stories, heroes, wars, inventions, politicians, artists, and rascals. He took the previously tentative and somewhat fusty conventions of the magazine and put 10,000 volts through it; everything from a full-bleed cover format and employed more aggressive graphic imagery, bolder typefaces, strong sky bar treatments, and occasional starburst devices into his cover treatments.

The results are in, at least from the newsstand (where The Beaver had a history of doing poorly) and it is clear that Canadian magazine readers love the new look. Even calculating on the previously small base, the redesign and repositioning has paid off.

• October/November 2005 (85th anniversary issue), up 86%
• Dec/Jan 2006 (Silk Train) up 172% (the best seller in all the magazine's 85 years)
• Feb/Mar (Rivals Under Sail) up 164% (the best Feb/March ever)
• April/May (Explorer Roses) up 173% (the best April/May ever)

In a release, Deborah Morrison, the president of Canada's National History Society and publisher of The Beaver said: “Our editorial team have done a fabulous job of bringing energy and excitement to the magazine, and Michel’s art direction is magnificent. Clearly, Canadian magazine lovers are voting with their wallets. We’d also like to thank our retail and distribution partners for their enthusiastic support in merchandising our magazine prominently, it really reinforces the orchestral nature of the magazine business!”

Among the members of the orchestra is Scott Bullock, who was advising The Beaver on newsstand strategy.