2021-12-01

Advocate is expanding to celebrate more of the East Coast

The owner of LighthouseNOW Progress Bulletin, Advocate Printing and Publishing Company Limited, is expanding into New England.

Renowned throughout Atlantic Canada for storytelling, community building and print communications, Advocate announced today that Advocate Media USA Inc. has entered into an agreement to purchase State 23 Media, one of Maine's largest and most popular magazine groups, including Maine. magazine, Maine Home+Design, and its related media assets.

"The Maine titles share our curiosity, passion and love for the East Coast and will fit perfectly into Advocate's publishing family," said Sean Murray, President and CEO of Advocate Printing. "It is with excitement and optimism for growth that Advocate Media enters the Maine market.

"The past 18 months have been very challenging for advertising supported media. Despite those recent challenges, we are excited by potential synergies and are confident that the titles will flourish in a post-COVID marketplace. We further hope that we can become a pathway to promote Atlantic Canada's wonderful offerings to the New England marketplace."

Crystal Murray, President of Advocate Media, said the arrangement demonstrates "the strength in community and regional based journalism. Our organization firmly believes in what these types of publications mean to our region."

Moreover, she said, "It illustrates how LighthouseNOW belongs to a group that is going to continue to grow and flourish on the East Coast of Canada and now the East Coast of the U.S."

The establishment of Advocate Media USA Inc. and addition of the Maine media assets is key to Advocate's media growth strategy. The company's operations include Metro Guide Publishing Inc., Atlantic Canada's largest magazine publisher, which celebrates the traditions, communities and emerging trends of the region with more than 20 titles, including Saltscapes, East Coast Living and Unravel Halifax.

This will be Advocate's first American-based operation, but the organization has enjoyed many cross-border relationships producing international titles, supporting long standing print partnerships, and operating St. Croix Printing and Publishing, which serves the border communities of St. Stephen, N.B and Calais, Me.

"Maine is very familiar to Atlantic Canadians. There is great connection to places where you share a border. During the pandemic we saw how important that connection was in places like St. Stephen and Calais," said Crystal Murray.

"Beyond the geography, I have always believed that the people of the East Coast of Canada and our neighbours in Maine share similar values in the way we work, create, and innovate." As the economy recovers from COVID-19, she sees many opportunities ahead.

"We love where we live and have a strong sense of place," she added. "There are wonderful synergiesn between our Advocate Media family and our team in Maine. There is a strong sense of culture and celebration of community that is at the heart of all our publications. It has been a rough ride for almost every business during the pandemic, but our team has used this time to look at new opportunities. I am excited about building a relationship with the people behind these remarkable publications and energized about what we can learn from each other. Some of the most exciting journeys are the ones where you can't see what is coming around the bend."

Fred Fiander, Vice President of Media Operations for Advocate Printing, shared the enthusiasm. Commenting from Portland, he said, "We are open for business. This is a big day for Advocate Media. An expansion into the U.S. will bring opportunity for brands on both sides of the border."

Fiander has spent the past couple of weeks with the staff in Portland, and said he's excited about their "passion and commitment" to their magazines. "This raises the bar for our Advocate family, and we are up for the challenge."

Advocate Media USA Inc. offices will be based in Portland, and the majority of the current State 23 employees will become part of the Advocate family.

Advocate Media USA Inc. is an Advocate company associated with Advocate Printing and Publishing Company Limited, which was established in 1891 and is based in Pictou.

It holds Saint Croix Printing and Publishing Company Limited (est. 1865), Advocate Media Inc., and Metro Guide Publishing Inc., serving millions of readers in print and online with its 20-plus titles.

Advocate is also Atlantic Canada's largest commercial printing company, primarily serving northeastern North America with local, regional and national clients. No stranger to quality journalism, it has published magazines and community newspapers for well over 100 years.

The state's most-renowned and longest-running shelter magazine, Maine Home+Design highlights the work of Maine's architects, builders, interior designers, artists and craftspeople. In its award-winning magazine, MH+D uncovers architectural masterpieces, home design inspiration, compelling artwork, profiles, retail shops, upcoming exhibitions, and the latest design trends and industry news. Through its print, digital, social, and live event offerings, the publication has cultivated a community of supporters.

Since 2009, Maine. magazine has focused on what it means to be a Mainer. Reaching hundreds of thousands of people each month through its award-winning print publication, social media, website, and live events, Maine. shares stories about the people who are using their creativity and ingenuity to propel the state forward. Its coverage touches all parts of Maine, from arts, culture and restaurants to the economy and the great outdoors.