Of the various publications that come into our homes, our own magazine, The Rotarian, is special. From its always spectacular cover to the information and inspiration inside, it offers Rotarians up-to-date information and enticing reading. Each fresh and colorful edition is ours to use, strengthening our clubs and our own Rotary lives.

     All magazines address a typically narrow niche of society, with content dedicated to automobiles, astronomy, animals, architecture, antiques, and astrology; to family, football, fashion, food, finance, and fitness; and to a long list of other subjects under every letter of the alphabet. Earliest magazines were an alternative to newspapers, featuring pictures from sketch artists, then from early box cameras, and now from digital photography. We find it hard to ignore today's bright, glossy covers, offering to transport us into a world of fantasy within their pages. 

     Into this evolving format The Rotarian was born. First called The National Rotarian, its first year, 1911, produced only two editions. Paul Harris envisioned it as "a means for the exchange of ideas between Rotarians throughout the world." With its name changed in 1912 to The Rotarian, it grew steadily in both content and circulation. Today it is printed in about 500,000 copies each month, and distributed to readers in 120 countries.

     In addition, 31 regional Rotary magazines are published in 24 languages and have a combined additional circulation of 750,000 in 127 countries. Each magazine is unique, with its own local editorial slant. At the same time, the regional magazines include articles and photographs of international Rotary interest that are provided by The Rotarian.

     Readers of The Rotarian are a select group. About 80 percent are college graduates, half of those with advanced degrees; nearly 70 percent have a current passport and most of those have traveled internationally in recent years. And nearly 95 percent are computer users. These demographics attract select advertisers desiring to reach this select audience. Observation of ads in any issue will illustrate the upscale products and services offered to readers.

     Editorial content also targets these demonstrably upscale readers. Each edition offers thoughtful articles, some written by staff and editors, some by articulate Rotarians with multiple specialties. Well-known writers have contributed, including Pearl Buck, Winston Churchill, Mahatma Gandhi, Helen Keller, Norman Vincent Peale, Lowell Thomas, and Frank Lloyd Wright.

     If we persuaded that The Rotarian is an excellent vehicle of communication, then how can individual Rotary Clubs maximize its benefits? The possibilities fall conveniently into two categories.

     In the club: Fulfill the role of Rotary Information by calling attention to content of a current edition. Fulfill the role of Rotary Fellowship with a monthly quiz on content, perhaps with prizes. Target the Family of Rotary by providing RI with home addresses, so a Rotarian's family may also see the magazine.

     In the community: Order complimentary copies for libraries, schools, Interact and Rotaract Clubs. Collect recent past issues from club members and place them in waiting rooms of lawyers, doctors, dentists, and hospitals. External circulation is good public relations, and can result in new members.

     Our magazine, The Rotarian, is indeed a valuable tool, and it can be even more so as we use it to the maximum, to further the causes of Rotary!