Arizona Highways Magazine

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Description

Arizonans take it for granted that we live in one of the most beautiful places on Earth. For more than 80 years, the whole world has come to know Arizona's spectacular, diverse landscapes, history and cultures by reading Arizona Highways Magazine.

Transcript

Narrator:
Arizonans take it for granted that we live in one of the most beautiful places on Earth. The whole world has come to know just how spectacular and diverse Arizona 's history and landscapes are. It was a simple publication that helped bring Arizona to the world, and has for more than 80 years: Arizona Highways magazine.

Peter Ensenberger:
Arizona Highways was published originally on April 15, 19 25. It was a very humble beginning for the magazine that we see today. It was basically a 26-page black-and-white magazine that was published mainly for highway engineers. It was sponsored by the Arizona Highway Department, and the magazine's responsibility was to inform people about new construction so that they could drive on it and travel.

Narrator:
People across the country had fallen in love with their automobiles and the freedom driving gave them to journey where they wanted when they wanted. Arizona Highways enticed travelers by highlighting all that the state offers:
landscapes and lariats...history and humor...canyons and kivas. From a modest 1,400 miles of paved roads in 1925 to over 60,000 now, the state's come a long way. The number of miles of paved roads changed over time, but the magazine's mission hasn't.

Peter Ensenberger:
It is indeed a showcase for the state. About 75% of the circulation of Arizona Highways is outside of Arizona . There are subscriptions sent to 120 foreign countries around the world, so there are "Arizonaphiles" all over the place. We try to provide them the beautiful scenes they're familiar with but try to also show them some places they've never seen before.

Narrator:
The magazine itself became a tourist destination, allowing readers to experience Arizona from the comfort of their living rooms. Without even realizing it, readers held a small piece of history in their hands in December, 1946. Arizona Highways holds the distinction of being the first consumer magazine in the world to have full color on every page. Many credit the late visionary editor Raymond Carlson with transforming the publication. Many of his ideas inspire the magazine's editorial mission to this day.

Peter Ensenberger:
Raymond always was interested in having really good-quality magazines published. He wanted the best paper, the best printers, the best photography, and 4x5 view cameras were producing the best photographs of the landscape, so that's what he tapped into, and turned the magazine into a showcase for these top-notch photographers.

Jack Dykinga:
Well, the sheer scale of the magazine -- its size and dimensions -- is just wonderful for large format. It's almost like you can kind of walk into the magazines. So Arizona Highways magazine has sort of been an absolute prime display showcase for fine-art, large-format photography.

Narrator:
The magazine's influence on the art world emerged in other unexpected ways. Reacting to a national gas shortage in 1974, the editor experimented with slightly different content.

Peter Ensenberger:
Joe Stacey felt bad about showing people the beautiful state of Arizona knowing that they couldn't drive there because of the gas shortages and high gas prices, so he decided to make that issue all about Native American art, Indian art:
jewelry, rugs, baskets, pottery. And it became the best-selling issue in the history of Arizona Highways . It basically jump-started the Indian art movement, the Indian Art industry in the state and in the country.

Narrator:
Today, the Arizona Highways brand includes travel publications, books, calendars, and countless other products that promote and celebrate Arizona . And the magazine is using another highway of sorts. Travelers from around the corner and around the world can discover the state at the Arizona Highways website. From promoting the use of newly constructed highways early in the 20th century to distributing content on the information superhighway in the 21 st Century, Arizona Highways magazine has grown up with and chronicled a remarkable time of change in Arizona .

Peter Ensenberger:
The legacy of Arizona Highways is the history that it has compiled in the issues over the years. If you go back through back issues of the magazine, you can see the development of this state.

Jack Dykinga:
Arizona Highways is a way to proudly display not only the state but the fine art that's been created that illustrates the state.

Peter Ensenberger:
Arizona Highways might have lived a short life if they hadn't carved out that niche of beautiful art and photography and beautiful images of the landscape.

Narrator:
Arizona Highways magazine:
capturing that perfect light...visiting remarkable vistas...delivering Arizona to the world.