A New England Publishing Icon
Yankee Magazine is one of the oldest and most famous truly regional magazines in the country. It is actually the only magazine that covers the entire New England region. Generations of residents and visitors have depended on Yankee for reliable information about activities, lodging, and dining in New England. Ask us about Yankee Magazine or share comments. To feature your business, contact us.
New England Publishing: Yankee Magazine
Inside the magazine, you will find wonderful recipes, home and garden features, stunning photography, a selective events calendar, and articles about the history and traditions of the region and the people who call it home. The magazine is so well known that the popular quiz show Jeopardy! featured an entire category about the magazine last year. Robert Frost and Stephen King are just two of the famous writers that have been published in Yankee.
Yankee Publishing is a family business headquartered in Dublin, New Hampshire. Yankee is published ten times a year, with combined issues in January/February and July/August. Almost two million people read the magazine, and over 500,000 subscribe to it. Though half of all subscribers live in New England, a quarter lives in the mid-Atlantic states, and the rest are from all around the world. Some readers are New England natives who have moved to other places, and reading the magazine helps them feel connected to their roots. Others have never even visited the region, but have always dreamed about the New England way of life.
The story of Yankee Magazine starts with Robb and Beatrix Sagendorph, who first published the magazine in 1935. From the beginning, the magazine aimed to express New England culture in a way that natives and visitors could appreciate. “Robb Sagendorph realized that New England was not only distinct but marketable,” says Ken Phillips, the communications manager for Yankee. Now Robb’s nephew, Jud Hale is the editor in chief and the chairman of the board of directors. Jud came to the magazine as
a young man in 1958 to get some experience, and never left. Like his uncle, Jud Hale has become a New England legend. It has been said that Jud Hale is to New England what Garrison Keillor is to the Midwest. The staff remains tightly knit and loyal to both the editors and the principles of the magazine.
Considering the magazine is over 70 years old, you might think eventually the staff would run out of material. But it’s just the opposite, says Ken Phillips. They are always struggling to fit all the stories they would like into each issue. That is partly due to the vast diversity of the region. “With one tank of gas you can be in the mountains, by the ocean, in a small town, or in a vibrant city,” says Ken. “The range of experiences that are waiting here is almost unlimited.” The magazine stays fresh by emphasizing both tradition and change. In Yankee, you may find classic New England recipes and evocative photographs of farmland and foliage, but that is not all. You may also find stories about great ethnic cuisine in New England, or feature stories about New England families affected by national issues such as the war in Iraq. This approach is neither new nor
accidental. Since day one, Yankee founder Robb Sagendorph wanted to represent and celebrate New England’s past but also its present and future. In the very first issue in September 1935, Robb was already writing about national chain stores and mass culture. He spoke of the magazine as though it were a man: “Thus, Yankee is born today – for Yankee readers, by Yankee writers, and about Yankeedom. Primarily it is New Hampshire’s child. It has been left on New Hampshire’s doorstep because we know it will find a congenial home there. In that environment, it can not fail to become typical of the great culture and heritage out of which it has been born.”
The magazine has evolved over time to incorporate new technology and to accommodate readers’ changing tastes and habits. The most recent changes were introduced in the summer of 2002, the magazine got a facelift, complete with a fresh logo, layout, and the tagline “the magazine of New England Living.” New columns on food, gardening, and travel were added. One thing that is not likely to change, however, is Yankee’s distinctive digest size. Yankee was once as big as other magazines, but during World War II the cost of paper became prohibitive and the smaller paper size was more economical. Yankee has stayed small ever since. “People say, ‘It’s the perfect size for my nightstand,'” says Ken Phillips. “The small size is definitely something that people form a connection with.”
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