Maclean's magazine

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.

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

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

• National magazine publishing
• Editorial journalism services
• Digital content distribution
• Educational rankings publishing
• Subscription media services

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• Amazon CanadaminorGTM or Marketing Partner · 1 July 2026Amazon 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 LifeminorGTM or Marketing Partner · 1 July 2026Toronto 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 CanadaminorGTM or Marketing PartnerTD 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.
• RBCminorGTM or Marketing PartnerRBC 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 UniversityminorGTM or Marketing PartnerYorkville 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.
• RogersminorGTM or Marketing PartnerRogers 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 InvestmentsminorGTM or Marketing PartnerStarlight 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

Broad 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

• Xx.com/macleansmag
• Facebookfacebook.com/MacleansMagazine
• LinkedInlinkedin.com/company/macleans

Revenue estimate

Valuation estimate

Number of profiles

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 Maclean's magazine