Maclean's magazine
Maclean's is a Toronto-based Canadian national magazine (founded 1905) publishing print and digital current-affairs journalism, an annual university rankings franchise, and sponsored content for major Canadian brands, monetized through subscriptions, advertising, and merchandise.
- Company typePrivate
- Founded1905
- HeadquartersToronto, Canada
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Maclean's magazine does
Maclean's is a Canadian national magazine published by Maclean's, Inc., a privately held corporation headquartered in Toronto. Founded in 1905, it operates as a general-interest current-affairs publication covering Canadian politics, economy, society, culture, education, and technology through longform journalism, investigative reporting, opinion columns, photo essays, and annual university and college ranking guides.
The company monetizes through three primary streams: recurring print and digital magazine subscriptions (standard, student, and gift tiers) sold direct-to-consumer via secure.macleans.ca; advertising across display, programmatic (1,725 partner companies), and sponsored content ("Created for" features) for brands including TD Canada, RBC, Rogers, Yorkville University, and Starlight Investments; and ancillary revenue from annual university and college guidebooks and branded merchandise sold through canadianmags.ca. Distribution is domestic to Canada, primarily direct-to-consumer with supporting newsstand and mail delivery. Marketing channels include the website, a 60,000+-subscriber newsletter, multi-platform social media (Facebook, X, LinkedIn, WhatsApp, Reddit, Bluesky, Threads), and co-branded live events such as the "AI, Robotics and The Future of Work" event with Amazon Canada and Toronto Life.
The underlying technology is a standard web content management system and digital publishing platform with no proprietary technical differentiation; competitive advantage derives from brand recognition built over more than a century, the category-defining annual university rankings franchise, and a diversified monetization stack spanning subscriptions, advertising, sponsored content, guidebooks, merchandise, and events.
Maclean's magazine firmographics
Firmographics- Name
- Maclean's magazine
- Legal name
- Maclean's, Inc.
- Website
- https://macleans.ca
- Company type
- Private
- Founded year
- 1905
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Maclean's is a Toronto-based Canadian national magazine (founded 1905) publishing print and digital current-affairs journalism, an annual university rankings franchise, and sponsored content for major Canadian brands, monetized through subscriptions, advertising, and merchandise.
- Ownership category
- akta.pro rank
Maclean's magazine industry classification
Industry- Product category
- News and Magazine Publishing
- NAICS
- Periodical Publishers (513120)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- News, Politics & Current Affairs Magazines (MPAJAEAO)
- akta.pro secondary industries
- Business, Financial & Trade News Publishers (MPAJADAC), Digital Newsstand & Aggregation Platforms (Magazine/News Apps, Bundles) (MPAJAKAE)
Keywords
Where Maclean's magazine is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Maclean's magazine business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Subscription Revenue: Maclean's generates revenue through print and digital magazine subscriptions sold directly to consumers via its website. Subscription links include standard subscriptions, student offers, and gift subscriptions. The publication also sells university and college guidebooks through canadianmags.ca.
- Advertising: The magazine and website generate advertising revenue through display advertisements. The website uses cookie-based advertising technology with 1,725 partner companies for personalized advertising and content delivery.
- Sponsored Content: Maclean's produces sponsored content and advertising features for brand partners including TD Canada (banking patents), RBC (student finances), Yorkville University (education), Rogers (connectivity), and Starlight Investments (apartment living content). These are marked as 'Created for' or 'Special Advertising Feature' content.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard magazine subscription |
| Subscription | Annual | Student subscription offer |
| Subscription | Annual | Gift subscription |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Maclean's magazine product offering
Product offeringCore offering
Maclean's is a Canadian national magazine publishing print and digital journalism covering Canadian politics, economy, culture, society, and education through investigative reporting, longform features, and opinion columns. The publication also produces annual university and college ranking guidebooks and sells branded merchandise through an e-commerce store. Revenue is generated through consumer subscriptions, display advertising, and sponsored content partnerships with major Canadian brands.
Product overview
Maclean's is a Canadian national magazine offering a portfolio of print and digital content products. The core offering is the monthly magazine covering Canadian politics, economy, society, culture, and education. Supplementary products include email newsletters, annual university and college ranking guides available in print and digital formats, and a merchandise store. The portfolio is unified under the Maclean's editorial brand, with the magazine as the flagship product supplemented by educational guides and direct-to-consumer digital offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Maclean's Magazine (Print) Canada's national magazine featuring journalism on politics, economy, society, culture, education, and current affairs through investigative reporting and analysis, delivered to subscribers' doors.
- Maclean's Newsletter (Best of Maclean's) Email newsletter delivering essential stories, commentary and analysis to 60,000+ Canadian readers straight to their inbox.
- Maclean's University Rankings Guide Annual print and digital guidebook ranking Canadian universities across Medical Doctoral, Comprehensive, and Primarily Undergraduate categories, serving as a leading resource for prospective students and families.
- Maclean's College Guide Annual guidebook providing rankings and profiles for Canadian colleges and trade schools, helping students evaluate post-secondary options.
- Maclean's Store (Merchandise and Single Issues) Online storefront selling Maclean's branded merchandise including the 'Made in Canada' tote bag and single magazine issues.
Quantifiable outcome
- 60,000+ newsletter subscribers
Companies that use Maclean's magazine
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Maclean's magazine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Maclean's magazine partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor.
- Amazon CanadaminorAmazon Canada co-presented the 'AI, Robotics, and The Future of Work' event with Maclean's and Toronto Life. The event brought together leaders from technology, media, and business to explore the future outlook of business and technology in Canada.
- Toronto LifeminorToronto Life co-presented the 'AI, Robotics, and The Future of Work' event with Maclean's and Amazon Canada. The event featured leaders from technology, media, and business discussing AI and workplace future.
- TD CanadaminorTD Canada creates sponsored content on Maclean's website about banking innovation and patents. The content titled 'The Proof Is in the Patent: How TD Is Turning Big Ideas into Better Banking' highlights TD's 1,000+ granted patents.
- RBCminorRBC sponsors post-secondary education content guides on Maclean's including 'How to Pay for School: A Parent–Student Guide to the Money Conversation' covering student financing options.
- Yorkville UniversityminorYorkville University creates sponsored content on Maclean's about education and nation-building themes. The content titled 'Nation-Building Through Education' discusses reimagining education in Canada.
- RogersminorRogers creates sponsored content about Canadian connectivity preferences and home internet upgrades. Multiple sponsored articles cover topics like Canadians wanting digital connectivity in outdoor settings and home WiFi upgrades.
- Starlight InvestmentsminorStarlight Investments sponsored content featuring the Floor Friends children's book series celebrating Canadians living in apartment communities, written by Jackie Burns and supported by Starlight Investments.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Maclean's magazine competitors and assessment
Company assessmentBroad incumbents
- Chatelaine: Iconic Canadian magazine (under St. Joseph Communications/Rogers) covering Canadian life, with a broader lifestyle focus but operating in the same Canadian consumer magazine market as Maclean's.
- CBC News: Canada's public broadcaster and one of the country's largest news platforms, offering free coverage of national news, politics, and culture that competes directly with Maclean's for audience attention and advertiser share.
- Reader's Digest Canada: Long-standing Canadian general interest magazine with subscription and advertising revenue, comparable to Maclean's in distribution model and advertiser base.
- The Economist: Subscription-driven weekly magazine covering politics, business, and culture globally, with a similar premium subscription and sponsored content model that Maclean's emulates in Canada.
Direct peers
- Toronto Star: Major Canadian newspaper competing with Maclean's for national news coverage and advertising dollars, with a similar mix of subscription, advertising, and digital content.
- National Post: Canadian national newspaper with a focus on news, politics, business, and opinion, directly overlapping with Maclean's coverage and audience.
- The Globe and Mail: Canada's largest national newspaper and a direct competitor to Maclean's, covering national news, politics, business, and culture with both subscription and advertising revenue models.
- The Walrus: Canadian magazine focused on long-form journalism, essays, and ideas, competing with Maclean's for readers of Canadian current affairs and culture coverage.
- TIME Magazine: Iconic news and current affairs magazine with a subscription and advertising model and a focus on national politics, economy, and culture, comparable to Maclean's content and monetization approach.
Regional players
- L'Actualité: Quebec-based French-language magazine covering Canadian news, politics, and culture, serving a comparable editorial role for Francophone readers that Maclean's serves for English Canada.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Maclean's magazine social profiles
Digital presenceMaclean's magazine financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maclean's magazine leadership team
Management profileNumber of profiles
Maclean's magazine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maclean's magazine M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Maclean's magazine
What does Maclean's magazine do?
Maclean's is a Canadian national magazine publishing print and digital journalism covering Canadian politics, economy, culture, society, and education through investigative reporting, longform features, and opinion columns. The publication also produces annual university and college ranking guidebooks and sells branded merchandise through an e-commerce store. Revenue is generated through consumer subscriptions, display advertising, and sponsored content partnerships with major Canadian brands.
Is Maclean's magazine a public or private company?
Maclean's magazine is a private company. It is classified as unknown and is currently operating.
When was Maclean's magazine founded?
Maclean's magazine was founded in 1905. It employs 51 to 100 people.
Where is Maclean's magazine based?
Maclean's magazine is headquartered in Toronto, Canada, in the North America region.
How does Maclean's magazine make money?
Three revenue lines are on record. Subscription Revenue is the primary driver. The others are advertising and sponsored Content.
Who are Maclean's magazine's main competitors?
Broad incumbents on record are Chatelaine, CBC News, Reader's Digest Canada and The Economist. Direct peers are Toronto Star, National Post, The Globe and Mail, The Walrus and TIME Magazine. L'Actualité is listed as a regional player.
Does Maclean's magazine have an API?
No public API is recorded for Maclean's magazine.
What industry is Maclean's magazine in?
Maclean's magazine's product category is News and Magazine Publishing. Its primary akta.pro industry code is MPAJAEAO, News, Politics & Current Affairs Magazines, with a secondary code of MPAJADAC, Business, Financial & Trade News Publishers. Its NAICS code is 513120 and its SIC code is 2721.