New regional magazine geared toward Canadian visitors

Posted by DAVE GALLAGHER on November 8, 2013 

A new magazine will soon let Canadians know that there is more to Northwest Washington than big box stores.

Marisa Papetti is starting The Crossing Guide, a free quarterly magazine that will cover the goings-on in Whatcom, Skagit, Island and Snohomish counties. It’ll also have a variety of other features, including advice columnists, food and music reviews as well as entertainment listings.

Papetti plans to have 30,000 copies of the first edition printed in early January. The magazine will be distributed throughout the lower mainland of British Columbia, as well as in Victoria, Sidney and at the border crossings.

One of the reasons Papetti decided to start the publication is so local businesses can have a publication to advertise to Canadians who visit this area. Papetti, who owns the Bellingham marketing firm fifthonsixth Inc., found through her research that it can be difficult for local companies to advertise in the Canadian market.

Papetti said she also wanted to do this so Canadians could learn more about this area “beyond Costco.”

The magazine will only be distributed in Canada; however the writers and photographers will be mostly from this area. Readers in Whatcom County will be able to access the magazine through an app. The magazine will also have a website (thecrossingguide.com) and a social media presence.

Papetti believes a mix of print and a strong online presence is the key to success; the tourism market continues to look at print products, even as it is doing more research of an area online.

 

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