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Venture Publishing has helped many of its clients reposition existing publications into highly successful magazines that better achieve their communication and marketing objectives. Here are two examples of titles that have received the 'VP' treatment. case study
Client: Finning (Canada)
Magazine: Tracks&Treads
Frequency: Four issues per year
Circulation: 30,000
Target audience: Finning Canada Customers  Incorporated in 1933, Finning is a world-leading Caterpillar dealership with divisions in Canada, South America and the UK. In 2002, it approached Venture Publishing to publish its North American custom magazine, Tracks&Treads, which it previously published in-house. The magazine is read by almost 30,000 Finning (Canada) customers who work in the agriculture, construction, forestry, mining and paving industry sectors. Rapidly building its knowledge of Finning (Canada) and the sectors it serves, Venture Publishing was able to seamlessly edit and publish the magazine while significantly reducing the workload on Finning (Canada)'s communication team. Working with Finning (Canada) to identify article leads, our professional writers and photographers turn its ideas into compelling stories that embody Finning's brand values. Tracks&Treads consistently receives positive feedback from readers who hold the magazine in high esteem. While the title keeps them abreast of the latest Cat product developments, the magazine's customer-focused content is a powerful way to engender brand loyalty and advocacy. The best testimonial for our relationship is the magazine itself; it regularly receives an enthusiastic reception from readers and from Finning management. With help from Venture Publishing, the magazine has evolved into a very readable and interesting publication that supports our sales objectives. Venture's editorial, advertising, production and circulation crew is friendly, flexible, responsive and easy to work with. I particularly appreciate the insights they have provided on how to develop editorial content, the speed with which they have been able to understand the needs of our business, and the sensitivity they demonstrate in dealing with our sales team and customers. Jeff Howard, Publications Manager, Finning (Canada)
case study
Client: Growing Alberta
Magazine: Food for Thought
Frequency: Four issues per year
Circulation: 150,000
Target audience: Alberta consumers  Alberta has a reputation for high quality, locally grown produce and reared livestock. How then do you consolidate this into positively affecting consumers' food shopping and eating habits? In 2004, Growing Alberta, an industry-driven association supported by the province's food producers and government, approached Venture Publishing to publish its magazine, Food For Thought, which aims to encourage Albertans to buy, cook and eat local produce. Venture Publishing analysed the magazine and was able to turn a three times per year publication into a four times frequency at no extra cost to Growing Alberta. It expanded the advertiser base significantly, increasing revenue by more than 80%. The result is an editorially strong title that regularly helps consumers understand the connection between Alberta's agriculture, their everyday lives and food buying decisions. With an almost 100% pick-up rate, Food for Thought is distributed free of charge at major grocery retailers throughout the province and, with a total readership of more than 555,000, Food for Thought is the largest circulation magazine in Alberta. Reader research shows the effectiveness of the magazine in engaging Albertans on and around the subject of locally sourced food; a 2006 survey revealed that 79% spend more than 30 minutes reading, with 41% of them spending an hour or more with the publication. In the same study, 98% of respondents described Food for Thought as 'a trustworthy source of information', with 54% saying the magazine 'helped me make a purchasing decision in the last year'; 88% reported that they have identified food suppliers from articles and advertising in Food for Thought.
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