by Nathaniel G. Moore

"This is an extremely exciting time for magazines in Canada. In the past few years, several new periodicals—The Walrus, Toro, Maisonneuve—have turned up on local newsstands." -- Poppy Wilkinson, Maisonneuve Magazine

"Magazines are a stepping stone to books; they allow writers to test their work on a readership and also provide them with confidence. Sadly, a lot of writers stop publishing in magazines once they feel that their ability to publish books is more secure." -- John Barton, The Malahat Review

"I have seen a great increase in the number of LPG publishers advertising in Matrix. And what is very encouraging to me is that the LPG publishers I have come to know have been promoting their titles in innovative and effective ways despite the pressures of the marketplace. Literary publishers are very tenacious and resourceful." -- Jon Paul Fiorentino, Matrix Magazine.

John Barton, editor The Malahat Review.

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It seems like a very cooperative group. A lot of this is fostered by the B.C. Association of Magazine Publishers, which brings us together for professional development, joint marketing initiatives, etc. I feel that I am pretty aware of the various B.C. journals; we exchange advertising and complimentary subscriptions.

Magazines are a stepping stone to books; they allow writers to test their work on a readership and also provide them with confidence. Sadly, a lot of writers stop publishing in magazines once they feel that their ability to publish books is more secure.

We have a novella contest and a long-poem contest, which are run in alternate years. Both provide writers to publish lengthier works and perhaps in a small way help foster the writing of both genres. We currently have a circulation of around 1000 copies. 

JB: Circulation goes up and down, but I think the challenge to stabilize or or even grow circulation has increased steadily over the years.

Jon Paul Fiorentino, managing editor, Matrix.

TDR: Has the strain between Chapters-Indigo and the Literary Press Group (LPG) affected the advertising department at Matrix in the last couple of years?

I have seen a great increase in the number of LPG publishers advertising in Matrix. And what is very encouraging to me is that the LPG publishers I have come to know have been promoting their titles in innovative and effective ways despite the pressures of the marketplace. Literary publishers are very tenacious and resourceful. Many of the best presses in Canada have gone through tough times so frequently. I am always in awe but never surprised to see them come out of a financial ordeal even stronger and more vibrant.

TDR: Regardless of whose shelves they end up on, how important are literary magazines and journals in the Can-Lit canon?

Literary magazines are extremely important in the context of CanLit. Flip through any back issue of Matrix and you will likely find early work from your favourite CanLit star.

TDR: Do these magazines, in general, help foster future writer who hope to have solo works? What is the purpose of these magazines in the grand scheme of things?

JPF: I can't speak on this subject beyond Matrix's mandate. We are trying to publish thought-provoking literature and experimental work, with a healthy dose of irreverence and attitude. If people find themselves in need of an Indie Culture fix, we want them to think of Matrix.

TDR: There have been many casualties in the Canadian lit-mag world -- Pagitica,  the Gaspareau Review, Zygote, Blood & Aphorisms, Ink --that have shut down in recent years, what does your magazine do to stay alive, beyond funding?

JPF: We have actively sought out an alternate audience. The growth we have experienced in the last two years is mostly due to our ability to find lit-friendly people outside of the realm of the traditional literary consumer.

Poppy Wilkinson, managing editor, Maisonneuve Magazine.

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TDR: Tell us the grand history of Maisonneuve’s quick rise in Canadian magazine publishing?

PW: In March 2002, Issue 1 of Maisonneuve was conceptualized and co-coordinated from the basement of founding editor, Derek Webster. We printed 2500 copies of it and will be printing 14,250 of Issue 12 (due out November 15, 2004). That's more than a fivefold increase in less than three years. One of the major boosts to our profile happened last spring, when we re-launched Maisonneuve.org. Now, alongside selections from the print version, we publish new web-exclusive material every day. The site attracted nearly 70,000 unique visitors in September. Since 2002, we have also been lucky to move from the borough of Notre-Dame-de-Grace to an office in the downtown core—on the aptly named de Maisonneuve Boulevard.

TDR: What is your take on the Canadian Magazine market in 2004?

PW: This is an extremely exciting time for magazines in Canada. In the past few years, several new periodicals—The Walrus, Toro, Maisonneuve—have turned up on local newsstands. Each of these publications showcase distinct and commendable material. Though it may seem daunting, launching Maisonneuve into such a vibrant scene has turned out to be a huge blessing: it allows us to get a clear sense of what Maisonneuve is and what it is not, and also why it is unique to its readers. In mid-November Maisonneuve will be launching its 2004 box-sets: a hinged hardwood package that includes a free issue of another Canadian magazine, Geist, as well as six issues of Maisonneuve, a year’s subscription, a best-of CD from Montreal’s Pop Montreal music festival.

TDR: In terms of the sprawl and eclectic range of topics covered, is Maisonneuve unfocused or just big-minded?

PW: When someone says, "Only Maisonneuve could publish a piece like this," we take it as a compliment. We think of Maisonneuve as a brave magazine, and so we take risks on some of the authors, images and articles we will publish. Our eclecticism is a reflection of our drive to surprise and delight readers—there’s a lot of undiscovered excellence out there. That being said, each issue does have a particular focus and theme. Our November installment, for example, is our "Money & Power" issue.

TDR: How many people work for Maisonneuve?

PW: We have about a dozen direct employees, plus a small army of contributing editors, writers, volunteers, interns, suppliers and partners.

TDR: How are you funded?

PW: Maisonneuve is funded by a combination of newsstand sales, subscription returns, advertising income and product revenues, combined with government grants and private investment.