Yakima magazine launches today

YAKIMA, Wash. -- Local features, glossy photographs and full-color content all add up to quality, and it's coming your way.

The premier issue of Yakima magazine, a new bimonthly publication, officially launches today.

Published by the Yakima Herald-Republic, the magazine will be distributed inside home delivery editions of the Herald-Republic in selected households throughout Yakima, Selah and Terrace Heights. It will also be distributed free, at grocery stores, the Yakima Valley Visitors and Convention Bureau and several dozen other locations around Yakima.

The inaugural issue of 72 pages focuses on entertaining.

"The level of enthusiasm for the magazine has been fantastic," said Michael Shepard, publisher of the Herald-Republic. "Clearly, there's a sense that this product is wanted in the community."

Each edition will center around a topic of local interest, such as home and garden, art, entertaining, food and wine, regional travel and other subjects accenting the Valley's lifestyle.

The initial printing is 16,500 copies.

Shepard believes it's the first time a magazine specific to the Yakima community has been published here, noting that all the magazine's content will be written locally, complemented by professional, full-color photography.

Yakima magazine will also reflect trends in the area, such as the growth of the wine industry, rising tourism and a growing retirement community.

Robin Salts Beckett, the Herald-Republic's strategic product development manager, will oversee the magazine's content. Heather Caro is lead writer, with several local freelance writers contributing other community features.

Because it's a city magazine, it will appeal to residents as well as tourists, Shepard said. "It has an insider's feel to it," he explained.

The magazine will also be available online at www.yakimamagazine.com. Exact locations of distribution sites can be found on the Web site.

Because the number of businesses who wanted to advertise in Yakima magazine exceeded expectations, the size of the first issue grew from an estimated 48 pages to the current 72.

"It's thrilling when a concept not only comes together as successfully as this one has, but then it exceeded our revenue expectations in a down economy," Shepard said. "That tells us this is a really good idea.

"We don't see any reason this won't continue to grow."

* Jane Gargas can be reached at 509-577-7690 or jgargas@yakimaherald.com.