Apple - Region Launches New Health and Wellness Magazine

The Calgary Health Region, in partnership with RedPoint Media Group Inc. and the Calgary Cooperative Association Limited, has unveiled a new magazine - Apple - that promotes healthy living and illness prevention.

"We are excited about what this innovative magazine can do to help the people in the Region," said Dr. Richard Musto, Executive Medical Director, responsible for public health and wellness and a member of the Apple editorial team. "It is our hope that Apple will give individuals the information they need to make the right choices and keep themselves healthy." The concept of helping people stay healthy is the number one recommendation outlined in the Mazankowski Report.

"What Mr. Mazankowski said is that the best long-term strategy for sustaining the health system is to encourage people to stay healthy," said Dr. Musto. "We agree that if we rely on simply treating people when they get sick, the increasing costs of new treatments and technology could bankrupt the system. This is why Apple is a vital tool in educating people about getting healthy."

A key partner in this venture is Calgary Co-op, whose members will benefit from receiving 30,000 copies of the first edition of Apple at 18 Co-op centres in Calgary, Airdrie and Strathmore. That distribution will grow to 50,000 copies of the second issue in January.

"Calgary Co-op believes Apple's message of healthy living and illness prevention fits well with our family oriented values and goals," said Donna Burn, member and public relations director. "This magazine project builds on our strong relationship with the Region and adds value for Calgary Co-op members by providing important health information. Calgary Co-op, through its pharmacies, has a strong interest in promoting health and wellness in the community and we see Apple as an important vehicle to do this."

The strength of Apple's ability to communicate its informative and compelling stories is strongly supported by its publishing partner RedPoint Media Group Inc.

"There is a clear need for an informative yet engaging publication that covers the spectre of health issues in Canada," said Dan Bowman, president and publisher of RedPoint Media Group Inc. "In terms of design and editorial, Apple will receive the same skillful treatment that RedPoint Media Group is well known for with its quality publications such as Avenue and Calgary Inc." The Region's fiscal approach to Apple is a prudent one for taxpayers. All costs for the publication will be recovered through the sale of advertising and the partnership with Calgary Co-op. The risks have been carefully assessed and addressed.

"Our ongoing strategy is to engage the community in a discussion about health and wellness," said Donald Campbell, Vice PresidentCommunications, Calgary Health Region. "Apple builds on the success of our award-winning website unveiled last spring - a website that receives over 10 million hits a month, with a focus on providing health news and information. The Calgary Health Region has an obligation to communicate with the public - to provide individuals with the tools they need to lead healthier lives."

For more information:

Donald Campbell
Calgary Health Region
Vice President, Communications
943-1232

Donna Burn
Calgary Co-operative Association Limited
Director, Member and Public Relations
219-6025, ext. 6258
Cell: 816-7419

Dan Bowman
President, RedPoint Media Group Inc.
232-7700
dbowman@redpointmedia.ca