Yankee Magazine Gets Makeover

Yankee Magazine, looking to expand its advertising base and boost its flat circulation, is contemporizing its look and editorial content. The goal: attract a younger, more affluent readership and the advertisers that covet that audience.

“Many younger people think of Yankee as their parents’ magazine, but now we’re making it more applicable to them,” said Carol Connare, editor-at-large and communications manager of the 67-year-old journal, produced by Yankee Publishing in Dublin, N.H.

Published 10 times a year, Yankee has a paid circulation of some 500,000, about half of which is in the six-state New England region.