M IS FOR MAGAZINE: Micro
Profiles of Matrix, the Malahat Review and Maisonneuve
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.
*
TDR: Do the magazines/journals in B.C.
interact with one another in terms of launches, promotions, etc.? How
aware are you of other magazines in the area?
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.
TDR: Do you see magazines as a part of
the natural progression of writers making it into their own solo books.
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.
TDR: What does the Malahat do that no
other magazine in Canada does?
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.
TDR: Does The Malahat Review try
to increase its circulation, or will it remain at 1000 copies per issue?
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.
*
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.
Nathaniel G. Moore is TDR’s features
editor. He is also editor of Desire,
Doom & Vice (Wingate Press)
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