Since 2000, we have delivered Atlantic Canada like no other! media & promotional planner 2016 The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877 High yield dual income happy homeowners engaged with... • Seven integrated home delivered print and digital issues/year. • Great contests... driving consumers to our website and yours. • The largest Halifax consumer show east of Montreal
Transcript
January/February – Wedding bells and winter fun. Read about tying the knot, Atlantic Canadian style and get ready to embrace the season and get outside, snowshoeing, skiing, skating, sledding and, as always, stunning scenery. And check out our comfort food recipe contest winners for great ideas to try out indoors. March/April – Start planning for spring…boating advice and planning tips. Think green inside and out… tips for retrofitting your home and cottage for better efficiency. Plus, get ready to garden with tips on planting seeds and planning your outdoor space. And check out our photo contest winners for shots that “wow”!
May/June – Get outdoors! Shake off winter at one of our region’s many farmers markets. Make us your go-to for great gardening tips, landscaping, deck design and accessory ideas, outdoor fire pits and more.
July/ August – Family fun…at the cottage and on the road. Home and cottage maintenance tips and ideas and trends in siding, paint, lighting and more.
September/October – Home and hearth…cosy up to fabulous fireplaces and delicious harvest flavours. Plus, fall gardening tips and more.
November/December – Celebrate the season with entertaining tips, home décor ideas and features to enjoy through the holidays.
Plus: Find the perfect patio
Fun & avour for hungry travellers• Culinary travels in Acadian NB• Marvellous PEI mussels• Dine along NL’s Great Northern Peninsula• Lobster à la beach
GREAT FINDS • Rant and row in Old St. John’s• Explore PEI’s North Cape drive• RVing the Cabot Trail
2015 ISSUE
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Groomed for successnew brunswick’s extensive snowmobile trails powering a lucrative second tourism season
f it’s a weekend in the winter, you’ll likely find Karen and Barry Publicover on a snow-covered trail in the woods, each bundled in a thick snowsuit and riding atop a roaring high-tech snowmobile.In a typical winter, the Halifax area couple log 5,000 to 8,000 kilometres on their snow machines.“It’s beautiful,” Karen explains. “We see things you could never see from a car.”
The Publicovers snowmobile most often in the area around their East Dalhousie, NS, cabin; but they also sled on trails throughout the region—in Prince Edward Island, Cape Breton, Newfoundland, Quebec and northern Maine.
“We can leave Nova Scotia and go right through to Quebec and into the States.
Iby Quentin Casey
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Groomed for success
J A n u A ry | F E b r u A ry 2 0 1 5 SA LT S C A P E S 31
It’s amazing how far you can go,” Karen says. “We considered going across the country at one point.”Much has changed in the sport in the 30 years they have been snowmobiling, particularly in the technology. “There was not much (back then). A pull-cord and handlebars and a pair of skis and that was it. There were no creature comforts whatsoever,” Barry says.
Karen concurs.“The machines are very comfortable these days. They’re not
like the old machines, where you felt like you’d been beat up after a day on the trails. We can do 250 or 300 miles a day and
Snowmobile trails cross historic covered bridges in several parts of New Brunswick.
Made for shade
No direct sunlight? No problem
story and photos by Jodi DeLong
The nATure of writing for a
bimonthly magazine means I write
my gardening stories well in advance
of publication. It was a stormy day in
midwinter when I decided to write
about shade gardening. I was glowering
out the window at the sideways
blowing snow and daydreaming about
the hottest days of summer, when
I realized I was also thinking about
sitting in the shade of a tree and reading
a book while plants flourished and
bloomed all around me.
Finding the right plants for a shady
spot in your yard doesn’t have to be a
challenge, even if you’re plagued by
deer. Hostas, those darlings of a shady
bed, have actually dropped out of
most popular lists of top ten perennials
because they are also the darlings of
marauding deer, but there are many
other plants that deer will not bother.
As with any successful planting,
you do need to match your plants to
the conditions. “Shade” is actually a
vague term, because you can have areas
that receive dappled sunlight, spots
that receive no direct sunlight, areas
with dry shade such as under trees, or
damp shade thanks to clay soil or poor
drainage. Once you determine how
much sunlight you receive, and what
other growing conditions plants might
have to face in a shady spot, you can
make your planting plan.
The information labels that come
with many shrubs, trees, perennials and
annuals tend to be light on information,
but generally, unless a plant is clearly
labeled as being for full sun, it will do
well in a light to moderately shaded
spot. Even roses, those sun-loving divas,
will accept a few hours of shade each
day, although they won’t usually flower
as profusely as they do when basking in
full sun.
Helpful hints for shade
gardening success
You can plant many early-blooming
species under deciduous trees and
shrubs—they’ll get the sunlight they need
in the early spring before the leaves come
out, and then be protected from the hot
sun by the foliage the rest of the growing
year. I do this with hellebores and they
thrive without getting sunburnt.
If you garden in containers, you may
find yourself frustrated by a limited
number of shade-preferring annuals,
such as begonia, impatiens, and
coleus—the latter grown more for its
colourful foliage than its insignificant
flowers. However, because you are
doing container plantings, you can
always move a colourful pot of flowers
54 SA LT S C A P E S M AY | J U N E 2 0 1 5
home & cottage: shade gardening
to your shade garden for a few days
then move it into more light and replace
it with another container. I have done
this for many years with great success.
For those with limited sunny sites in
their yards, if you’re a food gardener,
use the sunny spots for your veggies,
herb and fruit crops. Those plants really
do need sun in order to produce well.
Plants with white or pastel yellow,
cream or pink flowers really brighten up
a shady area, as do plants with variegated
or golden foliage. Many of the newer
plants with gold foliage will actually be
labeled as preferring shaded locations,
because they will often burn in full sun.
While many plants are very shade
tolerant, they also want soil that is moist,
so may not do well under trees where
they have to compete for moisture. Be
prepared to mulch those plants well
and provide supplemental watering,
especially if it’s a hot, dry summer.
Some shady characters
One of the great things about shade
gardening is that it may introduce you
to plants you may not be acquainted
with. Check out the suggestions and
try a few for yourself! Botanical names
are in brackets unless they are also the
common names.
Spring perennials: Hellebore or
Lenten rose (Helleborus); Bethlehem sage
or lungwort (Pulmonaria); Brunnera ‘Jack
Frost’; primroses (Primula); anemone;
foamflower (Tiarella); bunchberry
(Cornus canadensis); Trillium; Jack in
the Pulpit (Arisaema); bleeding-heart
(Dicentra); columbine; barrenwort
(Epimedium), shooting star (Dodecatheon)
and forget-me-not (Myosotis) are some
great choices.
Summer/fall perennials: Astilbe;
Goatsbeard (Aruncus); Korean waxy-
bells (Kirengoshoma); bugbane or
snakeroot (Actaea or Cimicifuga); blue
oat grass (Helictotrichon); some Carex
reed grasses; Japanese forest grass
(Hakonechloa); fall anemone and many
ferns are all excellent selections.
Shrubs: Fothergilla, Hydrangea,
Pieris, Kerria, flowering dogwood
(Cornus), Daphne, witch hazel
(Hamamelis) and snowberry
(Symphoricarpos) do well in light to
medium shade.
Annuals: alyssum, begonia, coleus,
fuchsia, New Guinea impatiens,
flowering tobacco (Nicotiana), trailing
lobelia, nasturtium, monkey-flower
(Mimulus), and love-in-a-mist (Nigella)
do well in containers or planted in
shady beds.
Above, top to bottom: other shady characters
include primula; roses will take some light shade
but may not bloom as profusely as in more
sunlight; bleeding hearts brighten a shaded
garden; hellebores are ideal for a woodland
planting.
Opposite page: Many hydrangeas, such as this lacecap ‘Twist n Shout,’ do very well in light to
moderately shady sites. Above: Hostas are a natural choice for a shady garden.
M AY | J U N E 2 0 1 5 SA LT S C A P E S 55
Since 2000, we have delivered Atlantic Canada like no other!
media & promotional planner2016
(Please note: all special-interest publications are available in their entirety online and in print, providing an additional bonus to our valued clients. Your account representative will be pleased to provide specific publication details.)
full page
TasteSpring/Summer 2015
G R A C I O U S L I V I N G O N T H E E A S T C O A S T
TasteG R A C I O U S L I V I N G O N T H E E A S T C O A S T
G� dAre coconut products all they’re cracked up to be?
On the riseCraft breweries
tapping a thirsty market
Wild culinary rideFine food on Fogo Island
Savvy summer sippingMocktails big on fl avour
Compliments of
The annual checkupDo you really need it?
Smile!A primer on
teeth whitening
In Atlantic Canada
Fall/Winter 2015 • Vol. 8 No. 2
BREATHING EASYHelping kids with asthmaLiving Healthy in Atlantic Canada
twice annually: March and September –This is an online and print magazine with a focus on disease prevention and sound health promotion, (now including oral health). This highly credible publication of record is vetted by health care professionals and offers exclusive direct distribution to Saltscapes subscribers and pharmacy retail, dental waiting rooms and health care partners throughout Atlantic Canada.
Good Taste (in partnership with Sobeys) twice annually: May and November –
Research verifies that more than 82% of Saltscapes’ readership consists of dual-income professional households, requiring quick and delicious menu solutions with readily available ingredients. Good Taste is included in two issues of Saltscapes magazine, in addition to exclusive stand-alone FREE distribution at Sobeys stores across Atlantic Canada.
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
Saltscapes’ 2016 special-interest opportunities
S E P T E M B E R | O C T O B E R 2 0 1 5 SA LT S C A P E S 71
home & cottage: fireplace trends
With their energies and resources directed toward closing a successful restaurant in Edmonton and returning to Nova Scotia to start a vineyard, Peter and Sara Jackson had no plans to renovate the century farmhouse they purchased in Aylesford, NS. Their plans changed after the first winter—starting with the dated, brick fireplace in the living room.“Nothing about it was right,” recalls Peter. “Previous owners had added a huge, wood-burning insert that stuck into the room. The hearth was too small, the mantle was too shallow and the venting wasn’t to code. We could never have used it safely.”The first step in transforming the old fireplace was a cosmetic intervention that involved little more than painting the tired, red brick a rich, sage green and replacing the insert with an electric log set. “We knew it was only a temporary solution,” says Sara, “but it warmed the living room enough that we could sit there comfortably on a cool evening.”Unfortunately, the electric heat didn’t do much to take the chill from the home’s
Hot ideasFrom ultra traditional to uber modern, there’s a fireplace to suit your style
by Suzanne Robicheau
second storey, and the rooms above and beyond the living room remained exceptionally cold. After enduring frigid floorboards for two years, the Jacksons purchased a high efficiency wood-burning insert, extended the hearth to meet the building code, repainted the brick, replaced the tile surround, and added a new mantle. “Wood made sense because we had
an existing masonry chimney,” says Peter, “and living in the country we have a ready source of good firewood. Our only regret is selecting a model based on the size of our living room. In retrospect, we should have chosen a larger unit with a system capable of either containing heat in the living room or dispersing it to other parts of the house.”
Home and Hearth
Penny, the Jacksons’ three-year-old springer spaniel, soaks up the warmth from the refurbished
fireplace in the family’s century-old farmhouse in Aylesford, NS.
JAC
KS
ON
PR
OD
UC
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NS
IN
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S E P T E M B E R | O C T O B E R 2 0 1 5 SA LT S C A P E S 73
home & cottage: fi replace trends
A range of choicesWith fi replace choices ranging from wood, pellet and electric to propane and natural gas, deciding on an appropriate type comes down to the need for heat, the source preferred, and a style that goes well with the house. “The strongest market in Atlantic Canada is for wood and propane,” says Donnie Hill, a fi replace specialist in Halifax, NS. “The costs are comparable, but they meet very different needs.”According to Hill, wood provides the most heat as well as the farthest-reaching heat. “A gas fi replace is more convenient,” he says, “but it’s basically a space heater that you turn on for a few hours to take the chill off a single room. It’s not something you’d use to heat an entire house.”For home heating rather than ambiance, Pat Bourque, a fi replace retailer in Moncton, NB, recommends wood and pellet stoves and inserts, noting the ability of pellet stoves to give varying degrees of heat. “New models have a thermometer so it makes it easy to regulate the temperature,” he says, “and like modern wood-burning units, they can be ducted to other parts of the house.”
This year, Bourque anticipates a rise in the sale of propane fi replaces and inserts once homeowners become aware of the dramatic decrease in the cost of propane. “In New Brunswick the price is down by about half,” he says, “to about 40 cents a litre from 90 cents last year at this time.”
Electricity prices haven’t dropped, but Bourque still sees a strong market for electric fi replaces. “They’ve come a long way in the past decade,” he says, “and they’re very versatile.”Not only are electric units as easy to install as a fl oor lamp, but they also add a focal point to a room without the mess and cost of construction. Earlier models often failed to simulate actual fl ames, but newer ones are capable of anything from traditional fi re play to pulsing blue crystals and multi-hued vapour that rises from beach rocks.Anyone who has ever lived in a drafty, old farmhouse during an Atlantic Canada winter will recognize that the Jacksons’ fi replace required major surgery. In newer houses with better insulation and more reliable heating systems, it’s sometimes possible to rehabilitate a fi replace with nothing more than a facelift. When rejuvenating the component parts of a fi replace—the mantle, hearth and facing—it’s important to consider scale and aesthetics. If the mantle is disproportionately small, the options for replacing it include everything from a new mantle crafted specifi cally for your home to a vintage model from an architectural salvage shop. Although still renowned as the heart of the home, the modern fi replace has seen some stiff competition lately from large screen TVs and open-concept kitchens with attention-seeking range hoods. The trend today is modern and minimal, with traditional mantle and
Add impact by: • Flanking the fireplace with built-in shelves and cabinets
• Painting the brick a contemporary colour• Recovering the face of the fireplace with a non-combustible material such as brick, stone and tile
• Replacing tired andirons (metal or ceramic devices that hold up the firewood so that air can circulate around it) with contemporary, non-combustible decorations • Embellishing an existing mantle by adding decorative moulding, brackets, and a new stone top or solid surface
• Dividing the living room and dining room or the master bedroom and ensuite bathroom with a see-through, two-sided fireplace Safety first
Prior to any renovations that include changes to fireplaces, check for fire safety issues, including clearances required from combustibles, and appropriate materials for mantles, hearths, and fireplace faces (the area beside and above the fireplace opening).
Anyone who has ever lived in a drafty, old farmhouse during an Atlantic Canada winter will recognize that the Jacksons’ fireplace required major surgery. In newer houses…it’s sometimes possible to rehabilitate a fireplace with nothing more than a facelift
hearth designs less in demand than contemporary slots for log storage, concrete hearths with built-in benches, and televisions stacked above the fi replace to create an area of focus. With winter in the wings, and memories of last year’s formidable snowfall, there’s no better time than now to revitalize a dated fi replace. And with looks ranging from ultra traditional to uber modern, there’s a cost-effective heat source to complement any home decor. The only proviso is to consider safety before appearance, and if disinclined to read the National Building Code yourself, to make it a point to consult someone who has.
72 SA LT S C A P E S S E P T E M B E R | O C T O B E R 2 0 1 5
Reach our unduplicated readership in 2016… … with these exciting in-book editorial features:
Saltscapes annual Halifax Expo (now in its 11th year!) embraces a standard that eclipses all other
competitors in Atlantic Canada. We offer the best of Atlantic Canada, all in one place, for one spectacular weekend!
Independent Consumer Exit Surveys reveal the following:• 98% of those surveyed rank Expo as “excellent” or “very good”• More than 87.2% indicated they were planning an Atlantic Canada vacation• 46.4% spent between 3 and 4 hours at the show: 53.6% remained more than 5 hours• 87.4% of visitors made at least one purchase at Expo• 96.8% indicated they plan on attending the next year’s Expo
What to expect at Expo:More than 450 exhibitors selling products in the following categories:• Savour the Flavour (food and beverage)• Home/Cottage/Garden• Unique Retail• Culture/Music/Travel• Living Healthy • Saltscapes’ Pet Place
Daily demonstrations and presentations featuring:• The Region’s BEST Chefs• Home, Cottage and Garden Tips and Pet Trends• Learn about Fine Travel Destinations• Exciting Things to See and Do• How to Live Healthy in Atlantic Canada
More than 35,000 engaged, focused consumers with a propensity to purchase products at the show.
Don’t miss it ....April 22-24, 2016
In 2016, the Saltscapes brand celebrates the 16th anniversary of the magazine and the 11th anniversary of the Saltscapes East Coast EXPO. As home grown, small business folks we are proud that our rural and urban audience has grown into the hundreds of thousands, all celebrating Canada’s EastCoast together!
We look forward to providing you and your team with even more performance-driven opportunities in the coming year. Heartfelt thanks for taking a closer look.
High yield dual income happy homeowners engaged with... • Seven integrated home delivered print and digital issues/year. • Great contests... driving consumers to our website and yours. • The largest Halifax consumer show east of Montreal
Saltscapes Food and Travel guide – This is the ONLY TRULY REGIONAL travel guide on Atlantic Canada in
existence. The 2016 combined online and print publication (more than one million readers) will maximize your opportunity with both regional and visiting vacationers looking for distinctive culinary delights, exciting adventures, romance, rejuvenation and tons of family fun – all presented in the authentic context of the people and unique culture of Atlantic Canada.
Saltscapes is fun to readUnique home, cottage and garden• Renovations• Décor• Furniture• Floors• Patios/decks/BBQs• Kitchens/basements/bedrooms/bathrooms• Appliances/entertainment centres• Gardening and landscaping• And much more…
Region specific getaways• Off the beaten path weekend and vacation opportunities• Recreational travel options• Cultural & community events• Lesser-known sightseeing opportunities• Driving/touring ideas• And much more…
Outdoor lovers unite• Boating/fishing• Winter sports• Hiking/camping/paddling• Wildlife• Beaches• And much more…
East Coast kitchen parties• Saltscapes treasured recipes• Cooking ideas and trends• Chef interviews• Healthy eating for families• Fresh food options – all local• Wine, beer and spirits – all local• And much more…
1. Magazines and magazine ads capture focused attention: The focused process of magazine reading leads to less media multi-tasking, ensuring single-minded attention to advertising.2. Magazine advertising is targeted: Magazines engage readers in very personal ways. There’s a magazine for every passion and a passion for every magazine. Use magazines to reach your target audience in a meaningful way — a way in which Specialty TV just can’t compare. Plus magazine readers reach the affluent, those with disposable income to buy advertised brands.3. Magazine advertising is relevant and welcomed: Consumers value magazine advertising, reading it almost as much as the editorial itself. The ads are accepted as an essential part of the magazine mix.4. Magazines are credible: Consumers trust magazines so much that they are the leading sources of information that readers recommend by word-of-mouth to others.5. Magazines offer a lasting message: Ads keep working 24/7. They provide a lasting, durable message with time to study a brand’s benefits. Consumers clip and save magazine ads for future reference.
6. Magazines deliver brand relevant imagery: Magazine editorial imbues ads with brand relevant imagery, associations and a frame of reference that delivers greater reader receptivity to brand ads.7. Magazine advertising drives web searches and visits: Magazines are where consumers go for ideas and inspiration. That’s why magazine ads are leading influencers, driving readers to advertiser websites and to start a search.8. Magazines drive the purchase funnel: Magazines are effective across all stages of the purchase funnel, especially brand favourability and purchase consideration, the most sought after metrics that are hardest to sway.9. Magazine advertising enhances ROI: Allocating more ad dollars to magazines in the media mix improves marketing and advertising ROI.10. Magazines sell: Study after study prove that magazines help drive sales objectives, as a stand alone medium or in combination with others. Over half of readers act on exposure to magazine ads.
Home ValueMedian: $203,902 Cottage ownership: 61%Home ownership 97% with 72% planning renovations within 2 years
Age
40% 21-45 years
60% 46-65 years
52% with school-aged children in the household
Median: 44 years
Nova Scotia: 218,009New Brunswick: 128,876Newfoundland & Labrador: 44,307Prince Edward Island: 33,111
Distribution by Region
NB
NS
PEI
NFLD
LABRADOR
More than a magazine…2016 Saltscapes Readership (online & print)
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
Canada’s East Coast iconic lifestyle magazine, Saltscapes, along with its specialty publications, celebrates
Atlantic Canada’s abundant attributes and enviable quality
of life, much to the delight of online and print readers. With
combined annual impressions of more than six million, we
deliver Atlantic Canada like no other.
Saltscapes magazine produces 6 issues annually with the award-winning lifestyle content/issue breakdown, on
average, as follows:
Travel, culture and music 20%
Nature, the environment and green living 11%Region-specific home and cottage living 22%
Food, beverage and at-home entertaining 23%
Interesting people, unique retail and family traditions 24%
Readers pay for the privilege of reading Saltscapes...Saltscapes exclusive digital advertising program, features a limited monthly inventory...
• saltscapes.com is the place where our magazine comes to life
digitally. Digital-only features, integrated social media,
exclusive digital content, thousands of recipes and a library of
award-winning articles keep loyal readers coming back again
and again.
• Saltscapes Viewsletter—our digital newsletter that delivers
need-to-read content right into subscribers’ inboxes
and access to the most educated, affluent and loyal readers in
Atlantic Canada.
10 reasons to use consumer magazines!
Saltscapes digital
March/April 2015 Vol. 16 No. 2 $5.95
Growing plants from seed · The art of charcuterie · Roofi ng tips to take to the top
The ‘Danube’ of Eastern CanadaBoating on the St. John River
Adventures in nature• Little learners fl ourish at NB forest school• NS mariner Joshua Slocum• The amazing striped bass recovery story
Snap! Our annual photo contest winners
May/June 2015 Vol. 16 No. 3 $5.95
Young Nature Clubs · Refacing your kitchen · Insights on building a log home
Celebrate spring• Get ready to garden
• Fire up the grill
• Raise a glass to our
craft breweries
Honouring
our heritage• Quiet, steady oxen
• Cape Breton’s Gaelic College
• Sir Samuel Cunard
PLUS: Your Good Taste guideInformation courtesy of Magazines Canada.
Saltscapes is fun to readUnique home, cottage and garden• Renovations• Décor• Furniture• Floors• Patios/decks/BBQs• Kitchens/basements/bedrooms/bathrooms• Appliances/entertainment centres• Gardening and landscaping• And much more…
Region specific getaways• Off the beaten path weekend and vacation opportunities• Recreational travel options• Cultural & community events• Lesser-known sightseeing opportunities• Driving/touring ideas• And much more…
Outdoor lovers unite• Boating/fishing• Winter sports• Hiking/camping/paddling• Wildlife• Beaches• And much more…
East Coast kitchen parties• Saltscapes treasured recipes• Cooking ideas and trends• Chef interviews• Healthy eating for families• Fresh food options – all local• Wine, beer and spirits – all local• And much more…
1. Magazines and magazine ads capture focused attention: The focused process of magazine reading leads to less media multi-tasking, ensuring single-minded attention to advertising.2. Magazine advertising is targeted: Magazines engage readers in very personal ways. There’s a magazine for every passion and a passion for every magazine. Use magazines to reach your target audience in a meaningful way — a way in which Specialty TV just can’t compare. Plus magazine readers reach the affluent, those with disposable income to buy advertised brands.3. Magazine advertising is relevant and welcomed: Consumers value magazine advertising, reading it almost as much as the editorial itself. The ads are accepted as an essential part of the magazine mix.4. Magazines are credible: Consumers trust magazines so much that they are the leading sources of information that readers recommend by word-of-mouth to others.5. Magazines offer a lasting message: Ads keep working 24/7. They provide a lasting, durable message with time to study a brand’s benefits. Consumers clip and save magazine ads for future reference.
6. Magazines deliver brand relevant imagery: Magazine editorial imbues ads with brand relevant imagery, associations and a frame of reference that delivers greater reader receptivity to brand ads.7. Magazine advertising drives web searches and visits: Magazines are where consumers go for ideas and inspiration. That’s why magazine ads are leading influencers, driving readers to advertiser websites and to start a search.8. Magazines drive the purchase funnel: Magazines are effective across all stages of the purchase funnel, especially brand favourability and purchase consideration, the most sought after metrics that are hardest to sway.9. Magazine advertising enhances ROI: Allocating more ad dollars to magazines in the media mix improves marketing and advertising ROI.10. Magazines sell: Study after study prove that magazines help drive sales objectives, as a stand alone medium or in combination with others. Over half of readers act on exposure to magazine ads.
Home ValueMedian: $203,902 Cottage ownership: 61%Home ownership 97% with 72% planning renovations within 2 years
Age
40% 21-45 years
60% 46-65 years
52% with school-aged children in the household
Median: 44 years
Nova Scotia: 218,009New Brunswick: 128,876Newfoundland & Labrador: 44,307Prince Edward Island: 33,111
Distribution by Region
NB
NS
PEI
NFLD
LABRADOR
More than a magazine…2016 Saltcapes Readership (online and print)
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
Canada’s East Coast iconic lifestyle magazine, Saltscapes, along with its specialty publications, celebrates
Atlantic Canada’s abundant attributes and enviable quality
of life, much to the delight of online and print readers. With
combined annual impressions of more than six million, we
deliver Atlantic Canada like no other.
Saltscapes magazine produces 6 issues annually with the award-winning lifestyle content/issue breakdown, on
average, as follows:
Travel, culture and music 20%
Nature, the environment and green living 11%Region-specific home and cottage living 22%
Food, beverage and at-home entertaining 23%
Interesting people, unique retail and family traditions 24%
Readers pay for the privilege of reading Saltscapes...Saltscapes exclusive digital advertising program, features a limited monthly inventory...
• saltscapes.com is the place where our magazine comes to life
digitally. Digital-only features, integrated social media,
exclusive digital content, thousands of recipes and a library of
award-winning articles keep loyal readers coming back again
and again.
• Saltscapes Viewsletter—our digital newsletter that delivers
need-to-read content right into subscribers’ inboxes
and access to the most educated, affluent and loyal readers in
Atlantic Canada.
10 reasons to use consumer magazines!
Saltscapes digital
March/April 2015 Vol. 16 No. 2 $5.95
Growing plants from seed · The art of charcuterie · Roofi ng tips to take to the top
The ‘Danube’ of Eastern CanadaBoating on the St. John River
Adventures in nature• Little learners fl ourish at NB forest school• NS mariner Joshua Slocum• The amazing striped bass recovery story
Snap! Our annual photo contest winners
May/June 2015 Vol. 16 No. 3 $5.95
Young Nature Clubs · Refacing your kitchen · Insights on building a log home
Celebrate spring• Get ready to garden
• Fire up the grill
• Raise a glass to our
craft breweries
Honouring
our heritage• Quiet, steady oxen
• Cape Breton’s Gaelic College
• Sir Samuel Cunard
PLUS: Your Good Taste guideInformation courtesy of Magazines Canada.
Saltscapes is fun to readUnique home, cottage and garden• Renovations• Décor• Furniture• Floors• Patios/decks/BBQs• Kitchens/basements/bedrooms/bathrooms• Appliances/entertainment centres• Gardening and landscaping• And much more…
Region specific getaways• Off the beaten path weekend and vacation opportunities• Recreational travel options• Cultural & community events• Lesser-known sightseeing opportunities• Driving/touring ideas• And much more…
Outdoor lovers unite• Boating/fishing• Winter sports• Hiking/camping/paddling• Wildlife• Beaches• And much more…
East Coast kitchen parties• Saltscapes treasured recipes• Cooking ideas and trends• Chef interviews• Healthy eating for families• Fresh food options – all local• Wine, beer and spirits – all local• And much more…
1. Magazines and magazine ads capture focused attention: The focused process of magazine reading leads to less media multi-tasking, ensuring single-minded attention to advertising.2. Magazine advertising is targeted: Magazines engage readers in very personal ways. There’s a magazine for every passion and a passion for every magazine. Use magazines to reach your target audience in a meaningful way — a way in which Specialty TV just can’t compare. Plus magazine readers reach the affluent, those with disposable income to buy advertised brands.3. Magazine advertising is relevant and welcomed: Consumers value magazine advertising, reading it almost as much as the editorial itself. The ads are accepted as an essential part of the magazine mix.4. Magazines are credible: Consumers trust magazines so much that they are the leading sources of information that readers recommend by word-of-mouth to others.5. Magazines offer a lasting message: Ads keep working 24/7. They provide a lasting, durable message with time to study a brand’s benefits. Consumers clip and save magazine ads for future reference.
6. Magazines deliver brand relevant imagery: Magazine editorial imbues ads with brand relevant imagery, associations and a frame of reference that delivers greater reader receptivity to brand ads.7. Magazine advertising drives web searches and visits: Magazines are where consumers go for ideas and inspiration. That’s why magazine ads are leading influencers, driving readers to advertiser websites and to start a search.8. Magazines drive the purchase funnel: Magazines are effective across all stages of the purchase funnel, especially brand favourability and purchase consideration, the most sought after metrics that are hardest to sway.9. Magazine advertising enhances ROI: Allocating more ad dollars to magazines in the media mix improves marketing and advertising ROI.10. Magazines sell: Study after study prove that magazines help drive sales objectives, as a stand alone medium or in combination with others. Over half of readers act on exposure to magazine ads.
Home ValueMedian: $203,902 Cottage ownership: 61%Home ownership 97% with 72% planning renovations within 2 years
Age
40% 21-45 years
60% 46-65 years
52% with school-aged children in the household
Median: 44 years
Nova Scotia: 218,009New Brunswick: 128,876Newfoundland & Labrador: 44,307Prince Edward Island: 33,111
Distribution by Region
NB
NS
PEI
NFLD
LABRADOR
More than a magazine…2016 Saltcapes Readership (online and print)
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
Canada’s East Coast iconic lifestyle magazine, Saltscapes, along with its specialty publications, celebrates
Atlantic Canada’s abundant attributes and enviable quality
of life, much to the delight of online and print readers. With
combined annual impressions of more than six million, we
deliver Atlantic Canada like no other.
Saltscapes magazine produces 6 issues annually with the award-winning lifestyle content/issue breakdown, on
average, as follows:
Travel, culture and music 20%
Nature, the environment and green living 11%Region-specific home and cottage living 22%
Food, beverage and at-home entertaining 23%
Interesting people, unique retail and family traditions 24%
Readers pay for the privilege of reading Saltscapes...Saltscapes exclusive digital advertising program, features a limited monthly inventory...
• saltscapes.com is the place where our magazine comes to life
digitally. Digital-only features, integrated social media,
exclusive digital content, thousands of recipes and a library of
award-winning articles keep loyal readers coming back again
and again.
• Saltscapes Viewsletter—our digital newsletter that delivers
need-to-read content right into subscribers’ inboxes
and access to the most educated, affluent and loyal readers in
Atlantic Canada.
10 reasons to use consumer magazines!
Saltscapes digital
March/April 2015 Vol. 16 No. 2 $5.95
Growing plants from seed · The art of charcuterie · Roofi ng tips to take to the top
The ‘Danube’ of Eastern CanadaBoating on the St. John River
Adventures in nature• Little learners fl ourish at NB forest school• NS mariner Joshua Slocum• The amazing striped bass recovery story
Snap! Our annual photo contest winners
May/June 2015 Vol. 16 No. 3 $5.95
Young Nature Clubs · Refacing your kitchen · Insights on building a log home
Celebrate spring• Get ready to garden
• Fire up the grill
• Raise a glass to our
craft breweries
Honouring
our heritage• Quiet, steady oxen
• Cape Breton’s Gaelic College
• Sir Samuel Cunard
PLUS: Your Good Taste guideInformation courtesy of Magazines Canada.
January/February – Wedding bells and winter fun. Read about tying the knot, Atlantic Canadian style and get ready to embrace the season and get outside, snowshoeing, skiing, skating, sledding and, as always, stunning scenery. And check out our comfort food recipe contest winners for great ideas to try out indoors. March/April – Start planning for spring…boating advice and planning tips. Think green inside and out… tips for retrofitting your home and cottage for better efficiency. Plus, get ready to garden with tips on planting seeds and planning your outdoor space. And check out our photo contest winners for shots that “wow”!
May/June – Get outdoors! Shake off winter at one of our region’s many farmers markets. Make us your go-to for great gardening tips, landscaping, deck design and accessory ideas, outdoor fire pits and more.
July/ August – Family fun…at the cottage and on the road. Home and cottage maintenance tips and ideas and trends in siding, paint, lighting and more.
September/October – Home and hearth…cosy up to fabulous fireplaces and delicious harvest flavours. Plus, fall gardening tips and more.
November/December – Celebrate the season with entertaining tips, home décor ideas and features to enjoy through the holidays.
Plus: Find the perfect patio
Fun & avour for hungry travellers• Culinary travels in Acadian NB• Marvellous PEI mussels• Dine along NL’s Great Northern Peninsula• Lobster à la beach
GREAT FINDS • Rant and row in Old St. John’s• Explore PEI’s North Cape drive• RVing the Cabot Trail
2015 ISSUE
Do you love
Atlantic Canada?
Why not try a FREE issue
of SALTSCAPES?
Trust us; you'll be glad you did!
Saltscapes.com/BONUS
Saltscapes.com/BONUS
Groomed for successnew brunswick’s extensive snowmobile trails powering a lucrative second tourism season
f it’s a weekend in the winter, you’ll likely find Karen and Barry Publicover on a snow-covered trail in the woods, each bundled in a thick snowsuit and riding atop a roaring high-tech snowmobile.In a typical winter, the Halifax area couple log 5,000 to 8,000 kilometres on their snow machines.“It’s beautiful,” Karen explains. “We see things you could never see from a car.”
The Publicovers snowmobile most often in the area around their East Dalhousie, NS, cabin; but they also sled on trails throughout the region—in Prince Edward Island, Cape Breton, Newfoundland, Quebec and northern Maine.
“We can leave Nova Scotia and go right through to Quebec and into the States.
Iby Quentin Casey
Cr
Aig
niC
ho
LSo
n,
Th
E i
nT
rE
Pid
Sn
oW
Mo
biL
Er
Groomed for success
J A n u A ry | F E b r u A ry 2 0 1 5 SA LT S C A P E S 31
It’s amazing how far you can go,” Karen says. “We considered going across the country at one point.”Much has changed in the sport in the 30 years they have been snowmobiling, particularly in the technology. “There was not much (back then). A pull-cord and handlebars and a pair of skis and that was it. There were no creature comforts whatsoever,” Barry says.
Karen concurs.“The machines are very comfortable these days. They’re not
like the old machines, where you felt like you’d been beat up after a day on the trails. We can do 250 or 300 miles a day and
Snowmobile trails cross historic covered bridges in several parts of New Brunswick.
Made for shade
No direct sunlight? No problem
story and photos by Jodi DeLong
The nATure of writing for a
bimonthly magazine means I write
my gardening stories well in advance
of publication. It was a stormy day in
midwinter when I decided to write
about shade gardening. I was glowering
out the window at the sideways
blowing snow and daydreaming about
the hottest days of summer, when
I realized I was also thinking about
sitting in the shade of a tree and reading
a book while plants flourished and
bloomed all around me.
Finding the right plants for a shady
spot in your yard doesn’t have to be a
challenge, even if you’re plagued by
deer. Hostas, those darlings of a shady
bed, have actually dropped out of
most popular lists of top ten perennials
because they are also the darlings of
marauding deer, but there are many
other plants that deer will not bother.
As with any successful planting,
you do need to match your plants to
the conditions. “Shade” is actually a
vague term, because you can have areas
that receive dappled sunlight, spots
that receive no direct sunlight, areas
with dry shade such as under trees, or
damp shade thanks to clay soil or poor
drainage. Once you determine how
much sunlight you receive, and what
other growing conditions plants might
have to face in a shady spot, you can
make your planting plan.
The information labels that come
with many shrubs, trees, perennials and
annuals tend to be light on information,
but generally, unless a plant is clearly
labeled as being for full sun, it will do
well in a light to moderately shaded
spot. Even roses, those sun-loving divas,
will accept a few hours of shade each
day, although they won’t usually flower
as profusely as they do when basking in
full sun.
Helpful hints for shade
gardening success
You can plant many early-blooming
species under deciduous trees and
shrubs—they’ll get the sunlight they need
in the early spring before the leaves come
out, and then be protected from the hot
sun by the foliage the rest of the growing
year. I do this with hellebores and they
thrive without getting sunburnt.
If you garden in containers, you may
find yourself frustrated by a limited
number of shade-preferring annuals,
such as begonia, impatiens, and
coleus—the latter grown more for its
colourful foliage than its insignificant
flowers. However, because you are
doing container plantings, you can
always move a colourful pot of flowers
54 SA LT S C A P E S M AY | J U N E 2 0 1 5
home & cottage: shade gardening
to your shade garden for a few days
then move it into more light and replace
it with another container. I have done
this for many years with great success.
For those with limited sunny sites in
their yards, if you’re a food gardener,
use the sunny spots for your veggies,
herb and fruit crops. Those plants really
do need sun in order to produce well.
Plants with white or pastel yellow,
cream or pink flowers really brighten up
a shady area, as do plants with variegated
or golden foliage. Many of the newer
plants with gold foliage will actually be
labeled as preferring shaded locations,
because they will often burn in full sun.
While many plants are very shade
tolerant, they also want soil that is moist,
so may not do well under trees where
they have to compete for moisture. Be
prepared to mulch those plants well
and provide supplemental watering,
especially if it’s a hot, dry summer.
Some shady characters
One of the great things about shade
gardening is that it may introduce you
to plants you may not be acquainted
with. Check out the suggestions and
try a few for yourself! Botanical names
are in brackets unless they are also the
common names.
Spring perennials: Hellebore or
Lenten rose (Helleborus); Bethlehem sage
or lungwort (Pulmonaria); Brunnera ‘Jack
Frost’; primroses (Primula); anemone;
foamflower (Tiarella); bunchberry
(Cornus canadensis); Trillium; Jack in
the Pulpit (Arisaema); bleeding-heart
(Dicentra); columbine; barrenwort
(Epimedium), shooting star (Dodecatheon)
and forget-me-not (Myosotis) are some
great choices.
Summer/fall perennials: Astilbe;
Goatsbeard (Aruncus); Korean waxy-
bells (Kirengoshoma); bugbane or
snakeroot (Actaea or Cimicifuga); blue
oat grass (Helictotrichon); some Carex
reed grasses; Japanese forest grass
(Hakonechloa); fall anemone and many
ferns are all excellent selections.
Shrubs: Fothergilla, Hydrangea,
Pieris, Kerria, flowering dogwood
(Cornus), Daphne, witch hazel
(Hamamelis) and snowberry
(Symphoricarpos) do well in light to
medium shade.
Annuals: alyssum, begonia, coleus,
fuchsia, New Guinea impatiens,
flowering tobacco (Nicotiana), trailing
lobelia, nasturtium, monkey-flower
(Mimulus), and love-in-a-mist (Nigella)
do well in containers or planted in
shady beds.
Above, top to bottom: other shady characters
include primula; roses will take some light shade
but may not bloom as profusely as in more
sunlight; bleeding hearts brighten a shaded
garden; hellebores are ideal for a woodland
planting.
Opposite page: Many hydrangeas, such as this lacecap ‘Twist n Shout,’ do very well in light to
moderately shady sites. Above: Hostas are a natural choice for a shady garden.
M AY | J U N E 2 0 1 5 SA LT S C A P E S 55
Since 2000, we have delivered Atlantic Canada like no other!
media & promotional planner2016
(Please note: all special-interest publications are available in their entirety online and in print, providing an additional bonus to our valued clients. Your account representative will be pleased to provide specific publication details.)
full page
TasteSpring/Summer 2015
G R A C I O U S L I V I N G O N T H E E A S T C O A S T
TasteG R A C I O U S L I V I N G O N T H E E A S T C O A S T
G� dAre coconut products all they’re cracked up to be?
On the riseCraft breweries
tapping a thirsty market
Wild culinary rideFine food on Fogo Island
Savvy summer sippingMocktails big on fl avour
Compliments of
The annual checkupDo you really need it?
Smile!A primer on
teeth whitening
In Atlantic Canada
Fall/Winter 2015 • Vol. 8 No. 2
BREATHING EASYHelping kids with asthmaLiving Healthy in Atlantic Canada
twice annually: March and September –This is an online and print magazine with a focus on disease prevention and sound health promotion, (now including oral health). This highly credible publication of record is vetted by health care professionals and offers exclusive direct distribution to Saltscapes subscribers and pharmacy retail, dental waiting rooms and health care partners throughout Atlantic Canada.
Good Taste (in partnership with Sobeys) twice annually: May and November –
Research verifies that more than 82% of Saltscapes’ readership consists of dual-income professional households, requiring quick and delicious menu solutions with readily available ingredients. Good Taste is included in two issues of Saltscapes magazine, in addition to exclusive stand-alone FREE distribution at Sobeys stores across Atlantic Canada.
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
Saltscapes’ 2016 special-interest opportunities
S E P T E M B E R | O C T O B E R 2 0 1 5 SA LT S C A P E S 71
home & cottage: fireplace trends
With their energies and resources directed toward closing a successful restaurant in Edmonton and returning to Nova Scotia to start a vineyard, Peter and Sara Jackson had no plans to renovate the century farmhouse they purchased in Aylesford, NS. Their plans changed after the first winter—starting with the dated, brick fireplace in the living room.“Nothing about it was right,” recalls Peter. “Previous owners had added a huge, wood-burning insert that stuck into the room. The hearth was too small, the mantle was too shallow and the venting wasn’t to code. We could never have used it safely.”The first step in transforming the old fireplace was a cosmetic intervention that involved little more than painting the tired, red brick a rich, sage green and replacing the insert with an electric log set. “We knew it was only a temporary solution,” says Sara, “but it warmed the living room enough that we could sit there comfortably on a cool evening.”Unfortunately, the electric heat didn’t do much to take the chill from the home’s
Hot ideasFrom ultra traditional to uber modern, there’s a fireplace to suit your style
by Suzanne Robicheau
second storey, and the rooms above and beyond the living room remained exceptionally cold. After enduring frigid floorboards for two years, the Jacksons purchased a high efficiency wood-burning insert, extended the hearth to meet the building code, repainted the brick, replaced the tile surround, and added a new mantle. “Wood made sense because we had
an existing masonry chimney,” says Peter, “and living in the country we have a ready source of good firewood. Our only regret is selecting a model based on the size of our living room. In retrospect, we should have chosen a larger unit with a system capable of either containing heat in the living room or dispersing it to other parts of the house.”
Home and Hearth
Penny, the Jacksons’ three-year-old springer spaniel, soaks up the warmth from the refurbished
fireplace in the family’s century-old farmhouse in Aylesford, NS.
JAC
KS
ON
PR
OD
UC
TIO
NS
IN
C
S E P T E M B E R | O C T O B E R 2 0 1 5 SA LT S C A P E S 73
home & cottage: fi replace trends
A range of choicesWith fi replace choices ranging from wood, pellet and electric to propane and natural gas, deciding on an appropriate type comes down to the need for heat, the source preferred, and a style that goes well with the house. “The strongest market in Atlantic Canada is for wood and propane,” says Donnie Hill, a fi replace specialist in Halifax, NS. “The costs are comparable, but they meet very different needs.”According to Hill, wood provides the most heat as well as the farthest-reaching heat. “A gas fi replace is more convenient,” he says, “but it’s basically a space heater that you turn on for a few hours to take the chill off a single room. It’s not something you’d use to heat an entire house.”For home heating rather than ambiance, Pat Bourque, a fi replace retailer in Moncton, NB, recommends wood and pellet stoves and inserts, noting the ability of pellet stoves to give varying degrees of heat. “New models have a thermometer so it makes it easy to regulate the temperature,” he says, “and like modern wood-burning units, they can be ducted to other parts of the house.”
This year, Bourque anticipates a rise in the sale of propane fi replaces and inserts once homeowners become aware of the dramatic decrease in the cost of propane. “In New Brunswick the price is down by about half,” he says, “to about 40 cents a litre from 90 cents last year at this time.”
Electricity prices haven’t dropped, but Bourque still sees a strong market for electric fi replaces. “They’ve come a long way in the past decade,” he says, “and they’re very versatile.”Not only are electric units as easy to install as a fl oor lamp, but they also add a focal point to a room without the mess and cost of construction. Earlier models often failed to simulate actual fl ames, but newer ones are capable of anything from traditional fi re play to pulsing blue crystals and multi-hued vapour that rises from beach rocks.Anyone who has ever lived in a drafty, old farmhouse during an Atlantic Canada winter will recognize that the Jacksons’ fi replace required major surgery. In newer houses with better insulation and more reliable heating systems, it’s sometimes possible to rehabilitate a fi replace with nothing more than a facelift. When rejuvenating the component parts of a fi replace—the mantle, hearth and facing—it’s important to consider scale and aesthetics. If the mantle is disproportionately small, the options for replacing it include everything from a new mantle crafted specifi cally for your home to a vintage model from an architectural salvage shop. Although still renowned as the heart of the home, the modern fi replace has seen some stiff competition lately from large screen TVs and open-concept kitchens with attention-seeking range hoods. The trend today is modern and minimal, with traditional mantle and
Add impact by: • Flanking the fireplace with built-in shelves and cabinets
• Painting the brick a contemporary colour• Recovering the face of the fireplace with a non-combustible material such as brick, stone and tile
• Replacing tired andirons (metal or ceramic devices that hold up the firewood so that air can circulate around it) with contemporary, non-combustible decorations • Embellishing an existing mantle by adding decorative moulding, brackets, and a new stone top or solid surface
• Dividing the living room and dining room or the master bedroom and ensuite bathroom with a see-through, two-sided fireplace Safety first
Prior to any renovations that include changes to fireplaces, check for fire safety issues, including clearances required from combustibles, and appropriate materials for mantles, hearths, and fireplace faces (the area beside and above the fireplace opening).
Anyone who has ever lived in a drafty, old farmhouse during an Atlantic Canada winter will recognize that the Jacksons’ fireplace required major surgery. In newer houses…it’s sometimes possible to rehabilitate a fireplace with nothing more than a facelift
hearth designs less in demand than contemporary slots for log storage, concrete hearths with built-in benches, and televisions stacked above the fi replace to create an area of focus. With winter in the wings, and memories of last year’s formidable snowfall, there’s no better time than now to revitalize a dated fi replace. And with looks ranging from ultra traditional to uber modern, there’s a cost-effective heat source to complement any home decor. The only proviso is to consider safety before appearance, and if disinclined to read the National Building Code yourself, to make it a point to consult someone who has.
72 SA LT S C A P E S S E P T E M B E R | O C T O B E R 2 0 1 5
Reach our unduplicated readership in 2016… … with these exciting in-book editorial features:
Saltscapes annual Halifax Expo (now in its 11th year!) embraces a standard that eclipses all other
competitors in Atlantic Canada. We offer the best of Atlantic Canada, all in one place, for one spectacular weekend!
Independent Consumer Exit Surveys reveal the following:• 98% of those surveyed rank Expo as “excellent” or “very good”• More than 87.2% indicated they were planning an Atlantic Canada vacation• 46.4% spent between 3 and 4 hours at the show: 53.6% remained more than 5 hours• 87.4% of visitors made at least one purchase at Expo• 96.8% indicated they plan on attending the next year’s Expo
What to expect at Expo:More than 450 exhibitors selling products in the following categories:• Savour the Flavour (food and beverage)• Home/Cottage/Garden• Unique Retail• Culture/Music/Travel• Living Healthy • Saltscapes’ Pet Place
Daily demonstrations and presentations featuring:• The Region’s BEST Chefs• Home, Cottage and Garden Tips and Pet Trends• Learn about Fine Travel Destinations• Exciting Things to See and Do• How to Live Healthy in Atlantic Canada
More than 35,000 engaged, focused consumers with a propensity to purchase products at the show.
Don’t miss it ....April 22-24, 2016
In 2016, the Saltscapes brand celebrates the 16th anniversary of the magazine and the 11th anniversary of the Saltscapes East Coast EXPO. As home grown, small business folks we are proud that our rural and urban audience has grown into the hundreds of thousands, all celebrating Canada’s EastCoast together!
We look forward to providing you and your team with even more performance-driven opportunities in the coming year. Heartfelt thanks for taking a closer look.
High yield dual income happy homeowners engaged with... • Seven integrated home delivered print and digital issues/year. • Great contests... driving consumers to our website and yours. • The largest Halifax consumer show east of Montreal
Saltscapes Food and Travel guide – This is the ONLY TRULY REGIONAL travel guide on Atlantic Canada in
existence. The 2016 combined online and print publication (more than one million readers) will maximize your opportunity with both regional and visiting vacationers looking for distinctive culinary delights, exciting adventures, romance, rejuvenation and tons of family fun – all presented in the authentic context of the people and unique culture of Atlantic Canada.
January/February – Wedding bells and winter fun. Read about tying the knot, Atlantic Canadian style and get ready to embrace the season and get outside, snowshoeing, skiing, skating, sledding and, as always, stunning scenery. And check out our comfort food recipe contest winners for great ideas to try out indoors. March/April – Start planning for spring…boating advice and planning tips. Think green inside and out… tips for retrofitting your home and cottage for better efficiency. Plus, get ready to garden with tips on planting seeds and planning your outdoor space. And check out our photo contest winners for shots that “wow”!
May/June – Get outdoors! Shake off winter at one of our region’s many farmers markets. Make us your go-to for great gardening tips, landscaping, deck design and accessory ideas, outdoor fire pits and more.
July/ August – Family fun…at the cottage and on the road. Home and cottage maintenance tips and ideas and trends in siding, paint, lighting and more.
September/October – Home and hearth…cosy up to fabulous fireplaces and delicious harvest flavours. Plus, fall gardening tips and more.
November/December – Celebrate the season with entertaining tips, home décor ideas and features to enjoy through the holidays.
Plus: Find the perfect patio
Fun & avour for hungry travellers• Culinary travels in Acadian NB• Marvellous PEI mussels• Dine along NL’s Great Northern Peninsula• Lobster à la beach
GREAT FINDS • Rant and row in Old St. John’s• Explore PEI’s North Cape drive• RVing the Cabot Trail
2015 ISSUE
Do you love
Atlantic Canada?
Why not try a FREE issue
of SALTSCAPES?
Trust us; you'll be glad you did!
Saltscapes.com/BONUS
Saltscapes.com/BONUS
Groomed for successnew brunswick’s extensive snowmobile trails powering a lucrative second tourism season
f it’s a weekend in the winter, you’ll likely find Karen and Barry Publicover on a snow-covered trail in the woods, each bundled in a thick snowsuit and riding atop a roaring high-tech snowmobile.In a typical winter, the Halifax area couple log 5,000 to 8,000 kilometres on their snow machines.“It’s beautiful,” Karen explains. “We see things you could never see from a car.”
The Publicovers snowmobile most often in the area around their East Dalhousie, NS, cabin; but they also sled on trails throughout the region—in Prince Edward Island, Cape Breton, Newfoundland, Quebec and northern Maine.
“We can leave Nova Scotia and go right through to Quebec and into the States.
Iby Quentin Casey
Cr
Aig
niC
ho
LSo
n,
Th
E i
nT
rE
Pid
Sn
oW
Mo
biL
Er
Groomed for success
J A n u A ry | F E b r u A ry 2 0 1 5 SA LT S C A P E S 31
It’s amazing how far you can go,” Karen says. “We considered going across the country at one point.”Much has changed in the sport in the 30 years they have been snowmobiling, particularly in the technology. “There was not much (back then). A pull-cord and handlebars and a pair of skis and that was it. There were no creature comforts whatsoever,” Barry says.
Karen concurs.“The machines are very comfortable these days. They’re not
like the old machines, where you felt like you’d been beat up after a day on the trails. We can do 250 or 300 miles a day and
Snowmobile trails cross historic covered bridges in several parts of New Brunswick.
Made for shade
No direct sunlight? No problem
story and photos by Jodi DeLong
The nATure of writing for a
bimonthly magazine means I write
my gardening stories well in advance
of publication. It was a stormy day in
midwinter when I decided to write
about shade gardening. I was glowering
out the window at the sideways
blowing snow and daydreaming about
the hottest days of summer, when
I realized I was also thinking about
sitting in the shade of a tree and reading
a book while plants flourished and
bloomed all around me.
Finding the right plants for a shady
spot in your yard doesn’t have to be a
challenge, even if you’re plagued by
deer. Hostas, those darlings of a shady
bed, have actually dropped out of
most popular lists of top ten perennials
because they are also the darlings of
marauding deer, but there are many
other plants that deer will not bother.
As with any successful planting,
you do need to match your plants to
the conditions. “Shade” is actually a
vague term, because you can have areas
that receive dappled sunlight, spots
that receive no direct sunlight, areas
with dry shade such as under trees, or
damp shade thanks to clay soil or poor
drainage. Once you determine how
much sunlight you receive, and what
other growing conditions plants might
have to face in a shady spot, you can
make your planting plan.
The information labels that come
with many shrubs, trees, perennials and
annuals tend to be light on information,
but generally, unless a plant is clearly
labeled as being for full sun, it will do
well in a light to moderately shaded
spot. Even roses, those sun-loving divas,
will accept a few hours of shade each
day, although they won’t usually flower
as profusely as they do when basking in
full sun.
Helpful hints for shade
gardening success
You can plant many early-blooming
species under deciduous trees and
shrubs—they’ll get the sunlight they need
in the early spring before the leaves come
out, and then be protected from the hot
sun by the foliage the rest of the growing
year. I do this with hellebores and they
thrive without getting sunburnt.
If you garden in containers, you may
find yourself frustrated by a limited
number of shade-preferring annuals,
such as begonia, impatiens, and
coleus—the latter grown more for its
colourful foliage than its insignificant
flowers. However, because you are
doing container plantings, you can
always move a colourful pot of flowers
54 SA LT S C A P E S M AY | J U N E 2 0 1 5
home & cottage: shade gardening
to your shade garden for a few days
then move it into more light and replace
it with another container. I have done
this for many years with great success.
For those with limited sunny sites in
their yards, if you’re a food gardener,
use the sunny spots for your veggies,
herb and fruit crops. Those plants really
do need sun in order to produce well.
Plants with white or pastel yellow,
cream or pink flowers really brighten up
a shady area, as do plants with variegated
or golden foliage. Many of the newer
plants with gold foliage will actually be
labeled as preferring shaded locations,
because they will often burn in full sun.
While many plants are very shade
tolerant, they also want soil that is moist,
so may not do well under trees where
they have to compete for moisture. Be
prepared to mulch those plants well
and provide supplemental watering,
especially if it’s a hot, dry summer.
Some shady characters
One of the great things about shade
gardening is that it may introduce you
to plants you may not be acquainted
with. Check out the suggestions and
try a few for yourself! Botanical names
are in brackets unless they are also the
common names.
Spring perennials: Hellebore or
Lenten rose (Helleborus); Bethlehem sage
or lungwort (Pulmonaria); Brunnera ‘Jack
Frost’; primroses (Primula); anemone;
foamflower (Tiarella); bunchberry
(Cornus canadensis); Trillium; Jack in
the Pulpit (Arisaema); bleeding-heart
(Dicentra); columbine; barrenwort
(Epimedium), shooting star (Dodecatheon)
and forget-me-not (Myosotis) are some
great choices.
Summer/fall perennials: Astilbe;
Goatsbeard (Aruncus); Korean waxy-
bells (Kirengoshoma); bugbane or
snakeroot (Actaea or Cimicifuga); blue
oat grass (Helictotrichon); some Carex
reed grasses; Japanese forest grass
(Hakonechloa); fall anemone and many
ferns are all excellent selections.
Shrubs: Fothergilla, Hydrangea,
Pieris, Kerria, flowering dogwood
(Cornus), Daphne, witch hazel
(Hamamelis) and snowberry
(Symphoricarpos) do well in light to
medium shade.
Annuals: alyssum, begonia, coleus,
fuchsia, New Guinea impatiens,
flowering tobacco (Nicotiana), trailing
lobelia, nasturtium, monkey-flower
(Mimulus), and love-in-a-mist (Nigella)
do well in containers or planted in
shady beds.
Above, top to bottom: other shady characters
include primula; roses will take some light shade
but may not bloom as profusely as in more
sunlight; bleeding hearts brighten a shaded
garden; hellebores are ideal for a woodland
planting.
Opposite page: Many hydrangeas, such as this lacecap ‘Twist n Shout,’ do very well in light to
moderately shady sites. Above: Hostas are a natural choice for a shady garden.
M AY | J U N E 2 0 1 5 SA LT S C A P E S 55
Since 2000, we have delivered Atlantic Canada like no other!
media & promotional planner2016
(Please note: all special-interest publications are available in their entirety online and in print, providing an additional bonus to our valued clients. Your account representative will be pleased to provide specific publication details.)
full page
TasteSpring/Summer 2015
G R A C I O U S L I V I N G O N T H E E A S T C O A S T
TasteG R A C I O U S L I V I N G O N T H E E A S T C O A S T
G� dAre coconut products all they’re cracked up to be?
On the riseCraft breweries
tapping a thirsty market
Wild culinary rideFine food on Fogo Island
Savvy summer sippingMocktails big on fl avour
Compliments of
The annual checkupDo you really need it?
Smile!A primer on
teeth whitening
In Atlantic Canada
Fall/Winter 2015 • Vol. 8 No. 2
BREATHING EASYHelping kids with asthmaLiving Healthy in Atlantic Canada
twice annually: March and September –This is an online and print magazine with a focus on disease prevention and sound health promotion, (now including oral health). This highly credible publication of record is vetted by health care professionals and offers exclusive direct distribution to Saltscapes subscribers and pharmacy retail, dental waiting rooms and health care partners throughout Atlantic Canada.
Good Taste (in partnership with Sobeys) twice annually: May and November –
Research verifies that more than 82% of Saltscapes’ readership consists of dual-income professional households, requiring quick and delicious menu solutions with readily available ingredients. Good Taste is included in two issues of Saltscapes magazine, in addition to exclusive stand-alone FREE distribution at Sobeys stores across Atlantic Canada.
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
The integrated Saltscapes brand offers advertisers performance driven media solutions in print, digital and through consumer shows... saltscapes.com · 1-877-311-5877
Saltscapes’ 2016 special-interest opportunities
S E P T E M B E R | O C T O B E R 2 0 1 5 SA LT S C A P E S 71
home & cottage: fireplace trends
With their energies and resources directed toward closing a successful restaurant in Edmonton and returning to Nova Scotia to start a vineyard, Peter and Sara Jackson had no plans to renovate the century farmhouse they purchased in Aylesford, NS. Their plans changed after the first winter—starting with the dated, brick fireplace in the living room.“Nothing about it was right,” recalls Peter. “Previous owners had added a huge, wood-burning insert that stuck into the room. The hearth was too small, the mantle was too shallow and the venting wasn’t to code. We could never have used it safely.”The first step in transforming the old fireplace was a cosmetic intervention that involved little more than painting the tired, red brick a rich, sage green and replacing the insert with an electric log set. “We knew it was only a temporary solution,” says Sara, “but it warmed the living room enough that we could sit there comfortably on a cool evening.”Unfortunately, the electric heat didn’t do much to take the chill from the home’s
Hot ideasFrom ultra traditional to uber modern, there’s a fireplace to suit your style
by Suzanne Robicheau
second storey, and the rooms above and beyond the living room remained exceptionally cold. After enduring frigid floorboards for two years, the Jacksons purchased a high efficiency wood-burning insert, extended the hearth to meet the building code, repainted the brick, replaced the tile surround, and added a new mantle. “Wood made sense because we had
an existing masonry chimney,” says Peter, “and living in the country we have a ready source of good firewood. Our only regret is selecting a model based on the size of our living room. In retrospect, we should have chosen a larger unit with a system capable of either containing heat in the living room or dispersing it to other parts of the house.”
Home and Hearth
Penny, the Jacksons’ three-year-old springer spaniel, soaks up the warmth from the refurbished
fireplace in the family’s century-old farmhouse in Aylesford, NS.
JAC
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S E P T E M B E R | O C T O B E R 2 0 1 5 SA LT S C A P E S 73
home & cottage: fi replace trends
A range of choicesWith fi replace choices ranging from wood, pellet and electric to propane and natural gas, deciding on an appropriate type comes down to the need for heat, the source preferred, and a style that goes well with the house. “The strongest market in Atlantic Canada is for wood and propane,” says Donnie Hill, a fi replace specialist in Halifax, NS. “The costs are comparable, but they meet very different needs.”According to Hill, wood provides the most heat as well as the farthest-reaching heat. “A gas fi replace is more convenient,” he says, “but it’s basically a space heater that you turn on for a few hours to take the chill off a single room. It’s not something you’d use to heat an entire house.”For home heating rather than ambiance, Pat Bourque, a fi replace retailer in Moncton, NB, recommends wood and pellet stoves and inserts, noting the ability of pellet stoves to give varying degrees of heat. “New models have a thermometer so it makes it easy to regulate the temperature,” he says, “and like modern wood-burning units, they can be ducted to other parts of the house.”
This year, Bourque anticipates a rise in the sale of propane fi replaces and inserts once homeowners become aware of the dramatic decrease in the cost of propane. “In New Brunswick the price is down by about half,” he says, “to about 40 cents a litre from 90 cents last year at this time.”
Electricity prices haven’t dropped, but Bourque still sees a strong market for electric fi replaces. “They’ve come a long way in the past decade,” he says, “and they’re very versatile.”Not only are electric units as easy to install as a fl oor lamp, but they also add a focal point to a room without the mess and cost of construction. Earlier models often failed to simulate actual fl ames, but newer ones are capable of anything from traditional fi re play to pulsing blue crystals and multi-hued vapour that rises from beach rocks.Anyone who has ever lived in a drafty, old farmhouse during an Atlantic Canada winter will recognize that the Jacksons’ fi replace required major surgery. In newer houses with better insulation and more reliable heating systems, it’s sometimes possible to rehabilitate a fi replace with nothing more than a facelift. When rejuvenating the component parts of a fi replace—the mantle, hearth and facing—it’s important to consider scale and aesthetics. If the mantle is disproportionately small, the options for replacing it include everything from a new mantle crafted specifi cally for your home to a vintage model from an architectural salvage shop. Although still renowned as the heart of the home, the modern fi replace has seen some stiff competition lately from large screen TVs and open-concept kitchens with attention-seeking range hoods. The trend today is modern and minimal, with traditional mantle and
Add impact by: • Flanking the fireplace with built-in shelves and cabinets
• Painting the brick a contemporary colour• Recovering the face of the fireplace with a non-combustible material such as brick, stone and tile
• Replacing tired andirons (metal or ceramic devices that hold up the firewood so that air can circulate around it) with contemporary, non-combustible decorations • Embellishing an existing mantle by adding decorative moulding, brackets, and a new stone top or solid surface
• Dividing the living room and dining room or the master bedroom and ensuite bathroom with a see-through, two-sided fireplace Safety first
Prior to any renovations that include changes to fireplaces, check for fire safety issues, including clearances required from combustibles, and appropriate materials for mantles, hearths, and fireplace faces (the area beside and above the fireplace opening).
Anyone who has ever lived in a drafty, old farmhouse during an Atlantic Canada winter will recognize that the Jacksons’ fireplace required major surgery. In newer houses…it’s sometimes possible to rehabilitate a fireplace with nothing more than a facelift
hearth designs less in demand than contemporary slots for log storage, concrete hearths with built-in benches, and televisions stacked above the fi replace to create an area of focus. With winter in the wings, and memories of last year’s formidable snowfall, there’s no better time than now to revitalize a dated fi replace. And with looks ranging from ultra traditional to uber modern, there’s a cost-effective heat source to complement any home decor. The only proviso is to consider safety before appearance, and if disinclined to read the National Building Code yourself, to make it a point to consult someone who has.
72 SA LT S C A P E S S E P T E M B E R | O C T O B E R 2 0 1 5
Reach our unduplicated readership in 2016… … with these exciting in-book editorial features:
Saltscapes annual Halifax Expo (now in its 11th year!) embraces a standard that eclipses all other
competitors in Atlantic Canada. We offer the best of Atlantic Canada, all in one place, for one spectacular weekend!
Independent Consumer Exit Surveys reveal the following:• 98% of those surveyed rank Expo as “excellent” or “very good”• More than 87.2% indicated they were planning an Atlantic Canada vacation• 46.4% spent between 3 and 4 hours at the show: 53.6% remained more than 5 hours• 87.4% of visitors made at least one purchase at Expo• 96.8% indicated they plan on attending the next year’s Expo
What to expect at Expo:More than 450 exhibitors selling products in the following categories:• Savour the Flavour (food and beverage)• Home/Cottage/Garden• Unique Retail• Culture/Music/Travel• Living Healthy • Saltscapes’ Pet Place
Daily demonstrations and presentations featuring:• The Region’s BEST Chefs• Home, Cottage and Garden Tips and Pet Trends• Learn about Fine Travel Destinations• Exciting Things to See and Do• How to Live Healthy in Atlantic Canada
More than 35,000 engaged, focused consumers with a propensity to purchase products at the show.
Don’t miss it ....April 22-24, 2016
In 2016, the Saltscapes brand celebrates the 16th anniversary of the magazine and the 11th anniversary of the Saltscapes East Coast EXPO. As home grown, small business folks we are proud that our rural and urban audience has grown into the hundreds of thousands, all celebrating Canada’s EastCoast together!
We look forward to providing you and your team with even more performance-driven opportunities in the coming year. Heartfelt thanks for taking a closer look.
High yield dual income happy homeowners engaged with... • Seven integrated home delivered print and digital issues/year. • Great contests... driving consumers to our website and yours. • The largest Halifax consumer show east of Montreal
Saltscapes Food and Travel guide – This is the ONLY TRULY REGIONAL travel guide on Atlantic Canada in
existence. The 2016 combined online and print publication (more than one million readers) will maximize your opportunity with both regional and visiting vacationers looking for distinctive culinary delights, exciting adventures, romance, rejuvenation and tons of family fun – all presented in the authentic context of the people and unique culture of Atlantic Canada.
