It's one of the highest quality magazines you'll find in Canada, and it's all paid for by industry advertisements. It's a food and wine magazine, a food and beverage magazine. It caters to all the different beverages. It matches food with wines, and provides recipes. It's one of the hottest magazines on the shelf. If you're not there on the day that it's released, you're not going to get a copy of it.
It's a pay-to-play situation. If you want to promote your wines, you have to put the money on the table. Quite often, what you will find in those magazines at the very bottom corner will be a note that it's supported by the European Commission. That is part of the $34 million per year they get to support their industry in third country markets, and Canada is one of the largest.