Tuesday October 07, 2008

History

Blue's was initiated as a 'Mail Bag' in September 1986, but was transformed to magazine format by the then publisher, Mr Paul Townsend, in October 1987. The next publisher, MB Johnson Holdings Pty Ltd, purchased the magazine in June 1991. Over the ensuing period it has developed advertiser confidence and enjoyed expansion to its present leading position in the market place. TBM took over publishing in 2000 and is currently expanding circulation into northern NSW based on the popular editorial and advertising format. TBM is also expanding the internet services with daily news, used equipment, auctions and free classys online. Blue's Country Magazine has a continuity of thirteen (13) years of publishing history.

BCM is the largest circulating rural publication per issue in Queensland and the third largest in Australia. Initially circulation was 10,000 copies per issue and restricted to distribution in north Queensland. This was increased with the Aug/Sept '93 issue to 19,000 copies per issue (CAB audit 18,438 copies per issue) and expanded to cover central Queensland and the Northern Territory. Commencing with the Apr/May '96 issue, distribution was extended to cover all of Queensland and the Northern Territory with a print run of 39,200 copies per issue (CAB audit 38,750 copies per issue).

Blue's Country Magazine is a monthly publication with pages of good yarns, humour and rural product information. Advertising and editorial content is approximately sixty (60) / forty (40) percent respectively. BCM is delivered free to all primary producers in Queensland, Northern NSW and the Northern Territory and is distributed through Australia Post. The broad editorial base appeals to all members of the family and because its quality is equal to that available at newsagents, its 'reading life' is assured; and as such, has considerable impact for advertisers. It is retained as much for its entertainment value as for its wealth of product information. BCM's web site was launched with the Feb/Mar '99 issue as a 'value-added' incentive for advertisers. This promotion has been extremely successful.

• Blue's is about celebrating the values of the Australian bush - mateship, hard work and a fair go for all - through the valuable contributions of readers.
• Blue's is about understanding why the people of rural Australia get up at 4am to milk a herd or check the irrigation and endure season after season of challenging weather.
• Blue's is about encouraging the young people of Australia to understand the value in choosing careers in the rural sector.
• Blue's is about recognising rural Australia is always changing and featuring the new strategies and technologies available for the sector and the ways they are being used.
• Blue's is about recognising that not all people in rural Australia are the same and the interests and stories they have are valuable.
• Blue's is about giving ordinary rural people a forum to have their say and tell their stories, as well as hearing the stories and opinions of others.
• Blue's is about challenging the common conception of the rural Australia, held by the sector itself and other parts of the country, as well as celebrating the history of people and the knowledge gathered.
• Blue's is about giving the rural sector up-to-date, accurate information and a place to have their own say, to express their opinions and be entertained.
• Blue's is about being entertaining, a bit cheeky and not being afraid to challenge government and industry.
• But most of all, Blue's is about being a good read and being a well-rounded package for the rural family.
• Blue's is proud to be different because it accurately reflects its readers.
• Blue's is owned by independent publishers, Trader Business Media.