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Source: Ogden Publications news release

Capper's magazine will begin a new chapter in its 130-year history with its July-August issue. The tabloid will relaunch as a bimonthly glossy magazine for the rural-lifestyle community, effectively realigning itself as the Midwestern companion to its sister publication Grit.

Capper's has served the Midwest's rural audience for nearly a century and a half, while the rest of the country grew up with Grit.

"Now that news reaches rural markets quickly, we see our role as continuing to provide the practical, hands-on information people who love small towns and rural properties need to get the most out of their lifestyles," says Bryan Welch, publisher and editorial director of Ogden Publications, the publisher of Capper's and Grit.

Grit, which converted from a newsprint tabloid to glossy magazine nearly two years ago, has found success in the new format. Advertising revenues have almost doubled since its relaunch in September 2006, and paid circulation has grown 42 percent. Ogden Publications expects similar results for Capper's.

"Given how well readers and advertisers alike have responded to Grit, we expect to see significant new growth at Capper's," Welch adds.

Advertisers can now reach 223,000 paid Capper's and Grit subscribers with one combination buy. The rural-lifestyle demographic focuses on men and women ages 35-54, who are typically married, college-educated and spend disposable income on their properties. They use their land for hobby farming or as an escape from city life rather than large-scale crop production.

The advertising close date for the July-August issue is May 4.

Capper's will keep its trademark "Heart of the Home" content, filled with reader-submitted nostalgia and stories, as well as recipes, money-saving tips and conversations about faith and spirituality. The remainder of the issue will feature practical rural-lifestyle content similar to that published in Grit, including gardening information, do-it-yourself projects, human-interest stories and country humor.

Subscriptions to Capper's will run $14.95 for six issues; current readers can renew in advance for $9.95. Initially, Capper's will not be sold on newsstands. The magazine plans to use a mix of online and e-mail marketing, insert cards, card decks, cover wraps and direct mail to increase circulation.

About Capper's
Capper's ( has published its Good News from the Heartland since 1879. Each bimonthly issue combines reader-submitted nostalgia and recipes with practical articles, product reviews, do-it-yourself home projects, beautiful photos, humor and down-home attitude to offer a complete guide to life beyond the city limits.

About Ogden Publications Inc.
Ogden Publications Inc. ( is the leading information resource serving the sustainable living, rural lifestyle, farm memorabilia and classic motorcycle communities. Key brands include Mother Earth News, Natural Home, Utne Reader, Capper's and Grit. Ogden Publications also provides insurance and financial services through its Capper's Insurance Service division.

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