Venture Publishing of Alberta to launch Unlimited to serve Generation Y

Venture Publishing of Edmonton is to launch a new magazine aimed at the so-called "millenials", the children of boomers. It's called Unlimited and focuses on work and business issues for the highly prized 20- to 35-year-old demographic.

The magazine will have a slightly oversized format (9" x 10.75) and publish 6 times a year, with a circulation of 20,000 copies through a combination of paid subscriptions, newsstand sales and controlled distribution. Issue 1 is on the stands September 1.

The publishing team will be Joyce Byrne, associate publisher, Dan Rubinstein, editor, and Malcolm Brown, art director. Byrne was the publisher of This Magazine before moving west to work at Venture. Rubinstein was features editor at Venture magazine and had been at Alberta Views and the alternative paper Vue Weekly. Brown has worked at many well-known titles, including Saturday Night, Outpost, enRoute and shift.“Brown’s great eye, particularly with text and photography, means exciting things will be happening on the page and beyond the page at unlimitedmagazine.com," said Byrne. "We’re sensitive to the fact that this audience demands interactive, high-quality content online and we have some terrific things up our sleeve.”

The publisher and editor-in-chief of Venture Publishing is Ruth Kelly. the company produces business magazine Alberta Venture, The Money Book, Fore! The Ultimate Guide to Golf in Alberta and B.C., Alberta Market Facts Directory, Meeting and Convention Planner, Open Mind, Tracks & Treads, BioZine, Your Health and Food for Thought.

Kelly is bullish about Unlimited's prospects, extending to a national audience:

“With Alberta’s economy as red-hot as it is, and the youngest population in Canada, it’s time our next generation of business leaders had a publication that reflected their issues in the workplace and beyond. Moreover, we’re confident that Unlimited will have appeal beyond our borders, so the idea of an Albertan magazine with a national audience is thrilling.”

In a letter from the editor on the magazine's website (no sneak peek at the look, yet), Dan Rubinstein outlines what the first issues will contain for its readers:

In our September 2007 debut issue and the first of two issues this year, we’ll bring you stories about an industrial designer who’s doing it his way in Edmonton and a banker/lawyer couple who turned their backs on Calgary’s oil and gas sector to buy a drive-in burger joint. We’ll tell you how to land that dream job abroad (hint: it is who you know), how interdisciplinary teamwork has created a solar car that’s firing on all cylinders, and how to get “Rich by Thirty” (the title of our financial advice columnist’s new book). You’ll learn how to swim with neo-con sharks, how shark-like companies market their image at you, how young working parents are redefining success, and why you need to move out of your parents’ basement.