a new consumer travel magazine for the greater Toronto area that focusses on the shorter, less expensive stay is due to start publishing Feb. 1.

The backers of the monthly, newsprint tabloid called Away, feel they can compete against the travel sections of The Toronto Sun, The Globe and Mail and its Destinations travel magazine and The Toronto Star.

Don Nusbaum, publisher of Away, says the only ‘credible’ travel section in the city is in The Saturday Star.

Steve Veale, Away’s editor, says 30% to 40% of each issue will be Canadian content, suggesting such likely articles as crossing Canada by Via Rail, short trips to Quebec City or Cobourg, Ont.

Veale says what Away wants to do is present vacations that are accessible, rather than those glossy, dream holidays that are beyond the financial reach of most people.

Nusbaum, Veale and a third silent partner have bankrolled Away, which is free to readers.

Veale says the editorial for the first three issues will be a mix of information to see what readers like and want, adding editorial from that point will strive to match their desires.

Harder news

Also, he says Away will contain harder travel news on such topics as what a travel agent can do for vacationers, and after the first three months of publication the tabloid will start carrying supplements.

In a 12-page preview of Away, Nusbaum says, in a publisher’s note, the monthly will provide regular columns on dining, accommodation, photography, travelling with children, hiking, walking and adventure.

And although it is Canada first in each issue, Nusbaum says Away will take a regular look at the u.s. and provide travel book excerpts, maps and cartoons, and monthly contests and travel giveaways.

Articles

Articles in the preview include cockfighting in Quito, Ecuador, the ‘world’s greatest little train ride’ in India, a visit to Washington, d.c., a look at Quebec City, and a piece on the mysterious stone monoliths on Chile’s Easter Island in the Pacific.

Nusbaum says most of the 100,000 monthly copies of Away will be distributed from more than 1,000 locations in Metro Toronto including racks outside travel agents, coffee shops and hairdressing salons.

He says he expects all 100,000 copies to be read because Away’s editorial content will have a ‘longer shelf-life’ than the competition.

He says the target reader of Away, is ‘anyone who travels, at this point.’

Nusbaum admits Away will not deliver the same numbers as The Saturday Star, for example, but points out his publication will not charge a Star-like $18,000 a page either.

He says cheaper ad rates at Away means the smaller advertiser can afford to pay what his magazine charges.

A one-time, full-page, black-and-white ad costs $2,975, and a one-time, one-eighth-page, black-and-white ad costs $785. The four-color rate is $1,100 extra.