In a recent survey, we asked magazine executives, “What do you see as your biggest areas of opportunity in 2009?” One of the top answers was “creation of special supplements,” which 44% of respondents selected.

Toronto-based Get Out There Magazine is one of the publications looking to attract extra ad revenue through this model. The January/February 2009 issue of the regional sports and outdoor activity magazine will carry a Race and Event Guide, listing Canada’s sporting events, races and outdoor festivals in a directory-style format.

Publisher Marissa Schroder hopes the guide will lift sales by 40% over the last year’s issue. She’s also created a special rate card for the guide, with space available for about 1/3 of the cost of a regular magazine page. “It allows our existing event advertisers to advertise in more issues throughout the year and creates a viable option for smaller organizations to increase exposure for their events,” Schroder says. Advertisers can also pay to "bulk up" their listing.

A digital version of the Race and Event Guide is also being prepared, allowing for year-round exposure for advertisers.  The controlled-circulation magazine launched a digital edition in March, which now has a subscriber-base of 6,500.

Look for the results of our 2009 Business Outlook Survey in the Nov/December issue of Masthead.