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Background: Midwest Living began in 1987 as a regional magazine covering travel, food, home, garden and the general lifestyle of living in the 12 Midwest states. Since its launch more than 25 years ago, the publication remains the only magazine focused exclusively on this region. Midwest Living has had only two editors-in-chief in its history: Founding editor Dan Kaercher directed the publication from 1987 to 2007 and Greg Philby took over the EIC position in 2007, after serving as the magazine's executive editor for five years. Said Philby, "The states we focus on, and the content categories of the magazine have remained the same, but we've been having more fun with the way we tell stories, being more exploratory and first-person in our adventure narratives, and being proud of the great discoveries we find in our region."
The magazine's M.O. is to provide readers with "the richest reflection of what matters most to them," said Philby. Coverage includes home and garden, family, travel, food and other lifestyle areas. "We present it all with a distinctly Midwestern focus and flavor. As you can imagine, there is an intensity of pride about where one lives, and our readers are no different. We inspire them about the cool things in our region, and we compel them to take action to get out and experience them."