Fort Collins-based Flagship Publishing Inc., which produces Colorado Life magazine, added another publication to its stable with the purchase of Maui No Ka Oi magazine in Hawaii.
The Maui publication is the fourth in the group of lifestyle magazines which, in addition to Colorado Life, includes Nebraska Life and Utah Life.
The deal was completed on October 1. Terms were not disclosed.
Christopher and Angela Amundson started their business in 2005 in their home state with the purchase of Nebraska Life. They moved to Colorado and launched Colorado Life in 2012 and added another startup, Utah Life, in 2018. All are subscription publications.
They don’t plan to change the name to Maui No Ka Oi.
“The magazine is highly respected on Maui,” said Christopher Amundson.
Maui No Ka Oi means “Maui is the best,” he said, a reference to what can be heard all over Maui as residents rate their island against other Hawaiian islands.
“We Nebraskans don’t brag unless it’s football, but people here think Maui is the best,” he said.
Amundson told BizWest that he and Angela first met Diane Haynes Woodburn, director of Haynes Publishing, the former owner of Maui magazine, about 10 years ago when they encouraged her to join an association. of magazines. “We found that our operations were quite similar. Over the years we built a friendship and as she prepared to retire she thought of us,” he said.
Maui Magazine has approximately 5,000 paying subscribers and 20,000 in-room distributions to hotels on the island and mainland. Flagship has approximately 60,000 paid subscribers combined across its other three publications.
“Everything has a subscription model these days, even including razors,” Amundson said. “Newspapers and magazines founded the subscription model. Subscribers are loyal, they pay for content and provide core revenue for operations,” he said. Flagship also sells advertising in its magazines.
“Magazine and newspaper publishers have gone astray. We have to remember why we do what we do – it’s for subscribers who are willing to pay for what they get,” he said.
Maui No Ka Oi publishes approximately 100-120 pages per issue. Colorado Life is smaller, averaging about 76 pages per issue.
Amundson said Flagship will retain some and hire additional staff in Maui, both on the sales side and on the news side of the operation. He said the Colorado operation at 5131 S. College Ave. in Fort Collins is also hiring staff. Flagship will retain the Colorado office as its headquarters.
Editor’s note: Christopher and Angela Amundson are not related to the author of this report.
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