Controlled magazine The Crossing Guide to circulate in lower BC to lure Canadian shoppers to northwest Washington

A Washington State marketing company is launching a quarterly magazine called The Crossing Guide to lure Canadian customers -- particularly those in southern BC -- to shop across the border. 

The controlled circ magazine will distribute 30,000 copies starting Boxing Day in the Lower Mainland, Victoria, Sidney, Vancouver, on most BC Ferries and the Victoria to U.S. ferry, plus having an online presence. The goal is to expose potential customers to Whatcom, Skagit, Island and Snohomish Counties. The magazine will focus on shopping, recreation and entertainment. 

A full page 4-colour ad in the 100-page magazine is $2,500, according to its online rate card and it is offering half pages for $850 through to the end of November. 

Publisher Marisa Papetti  owns the Bellingham, Washington marketing firm fifthonsixth Inc. and she says that she found it was difficult for local companies -- particularly those in downtowns, rather than at big box malls -- to reach the Canadian market. There is more to Northwest Washington than Costco.

According to a story in the Bellingham Herald, shopping trips by Canadians in Whatcom County have quadrupled since 2007, some 310,000 vehicles passed through the five border crossings this summer. 

The percentage of those interviewed that listed shopping as the primary reason for crossing the border was 45 percent, up from 19 percent in 2007.

Among the attractions for Canadians is that, with the dollar at or near par, they are finding how much they can save. And the increasing popularity of the NEXUS card gets travellers through the border more quickly.