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Circulation: 3 million
Special issues: None
Background: Via has significant reach, but you're not alone if you've never heard of the publication. It's the magazine of 4.2 million AAA members in Northern California, Nevada, Utah, Oregon, southern Idaho, Montana, Wyoming and Alaska.
Because Via is published on AAA's dollar, you might expect a stiff safety manual, filled with lots of finger-waggings about seatbelts and dry automotive tips. And, yes, at its inception, that's what it was. Founded in 1917 as The California Motorist, it was originally a lobbying piece to build support for good roads. The magazine went through several incarnations before it was rechristened Via in 1997, and has become a niche travel pub that mixes how-to travel advice with lush features highlighting both international and local destinations.