MY MOVE FROM the CTV network to Maclean’s prompted a flurry of questions. Mostly they divided into two categories: what directions do you contemplate for the magazine and why move from television to print when most of the traffic has been going the other way?
What directions for Maclean’s? The answer is determined in large part by what the magazine is. The masthead bears the legend, Canada’s National Magazine, and every reader survey affirms the claim. Today with its circulation higher than at any time in its 63-year history, Maclean’s is read by one of every four adult Canadians — almost 3,000,000 men, women and young people who are by and large above the national average in education and income. Maclean’s offers a unique opportunity to speak to their wide range of interests and concerns.
Since Maclean’s is Canada’s National Magazine, its first responsibility is to mirror Canada to Canadians in all its aspects; not just the problems, but the achievements, the growing pains, the excitement and, of course, the fun. A magazine can dig deeply into events and present them comprehensively and in broad perspective. And coming fresh to the challenge there are a host of subjects on which I have strong feelings and concerning which I want to stimulate, inform, persuade, perhaps sometimes to enrage.
What’s coming up in Maclean’s?
Continuing the magazine’s reputation for tough, investigative reporting, Maclean’s writers are at work on a number of important stories of national concern. They will appear over the next few months.
No influence touches our lives more than politics. You will be reading more in Maclean’s about how politics works and how it affects you; not top-of-the-head reportage but the product of persistent, hard-nosed investigation.
PLATFORM is a new monthly feature. Three informed and fiercely partisan political figures — Tory Dalton Camp, Liberal Keith Davey and Socialist Laurier LaPierre — will be regular contributors.
The burgeoning world of entertainment will get increased emphasis with the addition of new features and new writers. We’ll be devoting a full page each to new films, new books, new stage presentations and to the world of television.
There is more that is new and fresh in the works. There will be more use of color on our pages, stronger, more vivid presentations of travel, fashion and the world of the young.
And I shall continue to appear on television. In my view the electronic and print media are not competitors. Each is unique. Each does some things better than the other. I know better than most the power of television; I also know the impact and the lasting influence of print. As Editor of Maclean’s, my commitment is to make it more than ever Canada’s National Magazine.
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