Arroyo Monthly is direct mailed targeting affluent San Gabriel Valley residents

Pasadena, CA, Wednesday, April 13, 2005 -Southland Publishing, parent company to four AAN member papers has launched a new monthly magazine in the greater Pasadena area.

Arroyo Monthly’s mission is to chronicle the business of philanthropy while celebrating the lifestyle of a community with a passionate interest in charitable giving. The San Gabriel Valley could be called the giving capital of the world. With over 1,400 registered charities operating locally, this region takes its philanthropy seriously. And Arroyo Monthly is here to showcase the people, culture and caring that provide a longstanding tradition within the community.

A departure from Southland’s alternative weekly core products, Arroyo is a colorful mix of glossy and newsprint paper and is direct-mailed each month to over 22,000 households with incomes over $150,000. In addition, over 3,000 copies are distributed to better quality businesses through controlled circulation.

Hillary Johnson, who edited the Ventura County Reporter for the past two years, has been named
editor-in-chief of Arroyo Monthly. Dale Tiffany, publisher of the Pasadena Weekly, has been named publisher of Arroyo Monthly.

Arroyo is one of six publications now produced by Southland, which include Los Angeles CityBeat and ValleyBeat, Pasadena Weekly, San Diego CityBEAT and the Ventura County Reporter.
Combined, the papers now have a 240,000 circulation throughout Southern California.

“We’re keeping busy,” said David Comden group publisher for Southland. “Since taking over the Reporter in 1998, we’ve been fortunate enough to see opportunities and build a team of people who do great work. Our focus is to make publications that reflect the cities they serve and provide a cost-effective conduit between advertisers and potential customers,” he said.