Vertical Magazine

What Vertical Magazine does

Vertical Magazine is the digital-first rotorcraft industry publication of MHM Publishing Inc., a private publishing company headquartered in Vancouver, Canada (with operational references in Mcconnelsville, United States). Founded in 1995, the company describes itself as "the world's premier helicopter magazine" and operates an exclusive-online publishing model built around industry-leading photography, video, podcasts, and feature reporting for pilots, maintenance technicians, aviation managers, military aviation personnel, HEMS / search-and-rescue operators, and the emerging eVTOL / advanced air mobility sector.

The product surface is a multi-brand digital media portfolio rather than a single publication. Core offerings include Vertical Magazine (free online content), Vertical Plus (premium subscription tier), Vertical Valor / Valor Plus (defense and military rotorcraft coverage), Insight Magazine (industry profiling), and dedicated eVTOL editorial coverage. The portfolio is extended by wholly owned ecosystem products: HeliCasts (podcast network with branded shows such as The Vertical Flight Center and Bell Tech Talk), HeliTrader (aircraft marketplace for buying and selling helicopters), Skies Plus (broader aerospace publication), RCAF Today, Blades of Valor (military aviation editorial spotlight program), and Vertical MRO (an annual rotorcraft Maintenance, Repair & Overhaul event held in Kelowna, BC and Irving, TX). The underlying technology is a digital publishing platform with multimedia content delivery (web articles, hosted digital issues at issues.verticalmag.com, video on YouTube, podcasts, email newsletters) rather than a bespoke software product; no public API, SDK, or documented AI/ML capability is disclosed.

The business model combines recurring subscription revenue (free and paid tiers through Vertical Plus, Valor Plus, and related MHM Publishing subscriptions) with display and sponsored-content advertising (explicitly tagged "Sponsored" on partner placements such as PAG) and ancillary income from HeliTrader marketplace participation, job-listing distribution (notably through a partnership with Total Aviation Staffing), VMRO event operations, and special themed issues. Distribution is global via self-serve digital channels into North America, Europe, the Middle East, Africa, and South America, targeting enterprise buyers of helicopter industry media, advertising, and ancillary services.

Name

Vertical Magazine

Legal name

MHM Publishing Inc.

Website

https://verticalmag.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Aviation trade publishing

NAICS

Periodical Publishers (513120), Newspaper, Periodical, Book, and Directory Publishers (5131)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Business, Finance & Industry Trade Magazines (MPAJAEAM)

akta.pro secondary industries

Digital Magazine & Newspaper Subscription Platforms (Paywalls, Membership) (MPAJAMAD), Vertical/Specialty Marketplaces (BPAMAGAB)

Keywords

• Helicopter industry media
• Rotorcraft trade publications
• Aviation digital publishing
• Helicopter marketplace listings
• Vertical flight journalism

Headquarters

HQ city

Mcconnelsville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Subscription Revenue: Free and paid subscription tiers for magazine content through mhmpub.com/subscriptions
2. Advertising: Display advertising and sponsored content placements on the website and in digital issues

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Vertical Magazine is a digital-first rotorcraft industry publication delivering industry-leading photography, video, news, features, and in-depth analysis published exclusively online, with both free and premium (Vertical Plus) subscription access. It operates a multi-brand ecosystem including Vertical Valor for military coverage, HeliCasts for podcasts, HeliTrader for a helicopter marketplace, and Blades of Valor for editorial recognition programs.

Product overview

Vertical Magazine operates as a multi-brand digital media platform for the rotorcraft industry. The core offering is the Vertical Magazine digital publication (free with premium Vertical Plus subscription), supplemented by specialized sub-brands including Vertical Valor for military coverage, Insight Magazine for industry profiling, and eVTOL coverage for emerging technologies. The portfolio includes complementary platforms: HeliTrader marketplace for aircraft sales, HeliCasts podcast network for audio content, and Blades of Valor editorial program. The company produces special themed issues and covers industry events including VMRO and VERTICON.

Differentiator

Problem solved

Functional benefit

Brands

• Vertical Plus: Premium digital magazine publication
• Vertical Valor Plus
• Vertical HeliCasts
• HeliTrader
• Skies Plus
• Insight

Products and services

• Vertical Magazine Digital-first rotorcraft industry publication featuring industry-leading photography, video, up-to-the-minute news, in-depth analysis, and feature articles from top aviation journalists, published exclusively online with both free and subscription access.
• Vertical Valor Specialized publication focused on defense and military rotorcraft coverage, featuring news about military helicopter operations, procurement, and modernization programs.
• HeliTrader Helicopter marketplace platform for buying and selling aircraft, providing listings, valuations, and marketplace services for the rotorcraft industry.
• Vertical HeliCasts Podcast Network Podcast network featuring industry-specific audio content including The Vertical Flight Center podcast, Bell Tech Talk, and episode series covering maintenance, operations, and industry news.
• Insight Magazine In-depth profiling and analysis of industry leaders, companies, and trends in the helicopter sector.
• Blades of Valor Editorial spotlight program featuring military aviation heroes and their rotorcraft operations, including road tours and recognition events.
• eVTOL Coverage Dedicated editorial section covering electric vertical takeoff and landing aircraft, emerging urban air mobility technologies, and eVTOL industry developments.
• VMRO (Vertical Maintenance, Repair & Overhaul) Annual industry event dedicated to rotorcraft maintenance, repair, and overhaul (MRO).

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Total Aviation StaffingminorGTM or Marketing PartnerTotal Aviation Staffing posts job listings for helicopter pilot and maintenance positions on the Vertical Magazine careers section, reaching the publication's professional audience.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Flying Magazine: Long-established general aviation consumer magazine that has transitioned to a digital-first model covering pilot news, aircraft reviews, and aviation safety. Comparable to Vertical as a digital aviation media brand, but focused on fixed-wing general aviation rather than rotorcraft.
• Aviation International News (AIN): Leading B2B aviation publication covering business aviation, commercial aviation, and rotorcraft with news, features, and online media properties. Directly comparable to Vertical as a digital B2B aviation media company, though broader in scope and larger in scale.
• AOPA (Aircraft Owners and Pilots Association): Large membership-driven aviation organization producing AOPA Pilot magazine, digital media, and pilot resources. Comparable to Vertical as a multi-format aviation media and community platform, though general aviation-focused and significantly larger.
• Aviation Week Network: Established B2B aviation and aerospace media company producing magazines, digital content, events, and data services. Comparable to Vertical as a multi-channel aviation media business, though far larger in scale and scope across commercial and defense aerospace.
• FlightGlobal: Global aviation intelligence and media company providing news, data, and analysis across commercial, business, and military aviation. Comparable to Vertical as a digital aviation media business serving industry professionals, with a broader scope and more data-driven offering.

Direct peers

• Rotor & Wing International: B2B publication specifically focused on the global helicopter and rotorcraft industry, covering civil, commercial, and military helicopter operations. The most direct competitor to Vertical Magazine given its overlapping vertical focus and trade journalism model.
• Helicopter Association International (HAI): The primary trade association for the international helicopter industry, producing industry publications, hosting HELI-EXPO, and providing member resources. Comparable to Vertical as a helicopter-industry content and community hub, though structured as a non-profit association.

Emerging players

• Vertical Magazine eVTOL Coverage / eVTOL Insights: Dedicated media platform focused exclusively on the electric vertical takeoff and landing (eVTOL) and advanced air mobility industry. Comparable to Vertical's eVTOL section as a coverage overlap, but with a narrower exclusive focus on the emerging AAM market segment.
• Shephard Media: Specialist B2B media company covering defense, aerospace, and rotorcraft with digital publications, events, and analysis. Comparable to Vertical Valor's defense rotorcraft coverage, though broader across the full defense aerospace sector.

Others

• Trade-A-Plane: Long-running aircraft classifieds and marketplace platform for buying and selling general aviation aircraft. Comparable to HeliTrader as a complementary aviation marketplace, though general aviation-focused and broader in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/verticalmagmedia
• Xx.com/verticalmag
• Facebookfacebook.com/verticalmag

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vertical Magazine