Yankee has thrived for so long because it has responded to readers' changing needs. The face of New England is strikingly different than it was even ten years ago: Today's readers are more active, better educated, and more affluent than ever before.

For two years prior to making changes, Yankee conducted extensive market research, polling both readers and nonreaders. �Overwhelmingly, both groups told us they wanted more New England-specific home and garden features, stories about entertaining, recommendations for travel in the region, recipes and cooking tips, and intelligent reporting on controversial people and issues,� says Trowbridge. New Englanders consider their part of the country a vibrant, modern place to live and work and visit. The changes in Yankee reflect this shift.

What's New:
Logo and tagline: The bold new Yankee logo now bears the tagline �The Magazine of New England Living.�

A complete redesign: Art director Leonard Loria introduces attractive, easy-to-navigate pages.

15 new columns: The redesigned Yankee features 15 new columns, ranging from monthly �House Plans� and timely tips from �The New England Gardener� to �Dining Out� restaurant reviews and �3 Questions, 3 Answers� � thought-provoking interviews with famous New Englanders.

All-new Web site, YankeeMagazine.com: Yankee has always had a powerful presence on the Web at NewEngland.com, a comprehensive resource for New England travel. Now, YankeeMagazine.com is the Internet portal to the magazine.

Home, food, garden & travel: With new and expanded coverage in these areas, Yankee Magazine positions itself as the essential resource for those who wish to enjoy and experience New England style.

Even with these substantial changes, much about Yankee remains the same, including its signature digest size. The magazine has always been committed to featuring the best writers in America, and this hasn't changed either: In May Yankee was named a National Magazine Award finalist for its recent 7,000-word story on medical ethics.

Yankee continues to introduce readers to people who make a difference in New England today, as in its profile of Pulitzer Prize-winning writer David Moats of Vermont, whose newspaper editorials on the state's same-sex marriage struggle illuminated a tough issue (December 2001). As always, the photography in Yankee Magazine illustrates the beauty and resonance of the New England landscape; in June the publication was awarded a gold medal for its black-and-white photo feature on Circus Smirkus (June 2001).

The Yankee audience sees the magazine as a trusted guide to the best of what New England has to offer, a valuable resource that enables them to get the most out of their lives here in New England. Many readers are weighing in in favor of the shift. A recent letter stated, �The fact that you are engaging in some changes shows there is an active thinking process going on and that you are trying not only to entertain but to impart knowledge.�

Still, some readers wonder if Yankee: The Magazine of New England Living is going to be just another lifestyle magazine. Although other publishers address similar subjects (home and garden, cooking and food), theirs is a generic versus a regional approach. Yankee speaks to its audience where it really lives. �Yankee knows New England � its people, traditions, and lifestyles � better than anyone else, and we write about these things from a uniquely New England perspective,� says Michael Carlton, Yankee Magazine's new editor. �This has been the magazine's hallmark for nearly 70 years, and it's one thing about Yankee that will never change.�

About Yankee Magazine
Yankee Magazine is a division of Yankee Publishing Incoporated, based in Dublin, New Hampshire. With a subscriber base of 500,000 and over 2 million readers nationally, the magazine is the essential resource for people who want to know and enjoy the New England way of life today.

Contact: 
Carol Connare
Yankee Publishing Inc.
yankeemagazine.com
800-729-9265, ext. 174