The publishers of The Edge magazine — Cathy Jacobsen and Tim Miejan — announced today that the 28-year-old publication serving the spiritual, healing and holistic communities of the Twin Cities and Upper Midwest is for sale.
In addition, The Edge announced that its planned Edge Expo 2020, slated for this fall, has been canceled.
Like publications worldwide, The Edge was devastated by the coronavirus pandemic because it caused the lockdown of all of its distribution sites this spring and severely affected the advertisers who make the publication possible, almost all of which are small businesses.
The Edge has not been in print since the April edition this year but has remained online with website articles and a digital flipbook of the publication.
In considering their options, The Edge publishers announced that the recent downturn has been a sign that The Edge needs to continue with new leadership that better understands the digital market and social media opportunities.
“We know how to produce a magazine and sell ads for a publication that is a physical paper copy that is printed and distributed, but we are not as tuned into the 21st century reality of digital distribution and marketing,” Miejan said. “The Edge needs a new team in place that is committed to continuing to serve the holistic community and has greater insight on how to get it seen in this new digital age going forward.”
Miejan announced that he will be retire from The Edge after the December 2020 edition, the end of his 25th year with the publication. He was named managing editor in January 1996. He came to The Edge as a spiritual explorer with journalistic roots, having worked a dozen years as a reporter and editor for a daily newspaper near Kansas City.
“It was a dream job,” he said, “and to this day I am grateful for the synchronicity that led me to the Twin Cities at the exact time The Edge needed an editor. This has been an incredible and rewarding experience, and I truly hope someone comes forward to carry on The Edge’s legacy. It was founded at a time when the holistic community was in its infancy in the Cities and served as an umbrella for all of the businesses and voices to grow and blossom.
“I cannot express how grateful I am for the staff who assisted us throughout all these years, and all the people throughout the community — and around the world — who have contributed articles, artwork and insight to support us as we move forward in our personal and collective evolution of consciousness.”
Jacobsen, who joined The Edge in March 2001 as a member of the sales team, also said she is retiring from the publication at the end of the year.
“The greatest experience I have had while working with The Edge over the years,” she said, “were the relationships I formed with advertisers and exhibitors whom I respect and admire for their knowledge and all of their unique gifts that they offer and have come to know as friends.
“I am grateful for all of the support that all of these small businesses and practitioners gave to The Edge each month so we were able to produce a magazine.
“The Edge has been an invaluable learning experience for me throughout the years, with all of the great resources such as classes, articles and just the great conversations with my customers. I am thankful to have gotten to know so many special people.”
She said it is important that The Edge continues to exist to support the community.
“2020 has been an uncertain year so far, to say the least,” Jacobsen said. “I think The Edge has a very important place in this new world that can help people like never before. I do believe that The Edge could reach many more people than the print issue could by someone who is adept at online platforms and social media. The Edge has much more to say and do in this world — in 2021 and beyond.”
The Edge survived the 2008 economic downturn when founding partner Gary Beckman sold the publication to the current owners. The Edge fought hard to survive during the past dozen years — a time in which print advertising sales globally have sharply declined due to the growing time people spend online.
The publication’s goal to produce a comprehensive holistic expo this fall, to help support the magazine, also was a victim of the pandemic. All vendors who reserved exhibition booths are receiving refunds.
The Edge currently boasts a website featuring more than 6,100 articles dating back to the 1990s, a flipbook of the current magazine and extensive archive of past issues, an event calendar, a network of Blogtalkradio podcasts, an online directory and an email list that connects to Facebook and Twitter accounts.
Anyone interested in discussing the purchase of The Edge can do so at 763.433.9291 or 651.578.8969.