On April 9, 2007, Sway Magazine launched its Spring 2007 issue with a new look, a new feel and a new publisher, Cheryl Phillips. The initial response has been overwhelmingly positive, with newsstands across the GTA needing to be restocked within two days of Sway’s release.

“We knew we had a good product, but I never anticipated the response we’ve received,” said Phillips. “People can’t believe a magazine of this caliber is free! It goes to show how much Sway was needed in Canada.”

Sway’s mandate is to fill the void in Canadian magazine publishing for a smart, stylish magazine directed at Canada’s black community. While publications aimed at the community are so often about struggle, Sway is about success. The magazine is a celebration of all that African and Caribbean Canadians have achieved, and continue to achieve.

“Sway resonates with the community because everyone involved is so passionate about this project,” added Alan A. Vernon, the magazine’s editorial director. “Before now, the only magazines like this were American publications like Essence and Ebony. Sway is a Canadian magazine telling Canadian stories.”

“African and Caribbean Canadians have arrived,” added Phillips. “They’re professionals. They work in finance and fashion, media and medicine. Sway is the first Canadian magazine that truly reflects this.”

Sway features regular sections on fashion, food, careers and community. The magazine focuses on stories both national and international, with a strong emphasis on Canadian achievements. The Spring 2007 issue features interviews with two Canadian music sensations: rapper k-os and R&B singer Tamia – who also graces the cover – as well as interviews with fitness guru Billy Blanks and Public Enemy rapper Chuck D. Other features include stories on the inspirational Harry Jerome Awards and ReelWorld Film Festival, and what the nominations would look like if Sway ran the Juno Awards.

There is also a strong focus on social consciousness, and issues facing Canada’s African and Caribbean communities. The new issue features a story on the challenges facing fatherless children, as well as a back-page commentary from Giller Prize-winning author Austin Clarke, part of a rotating series of commentaries from great Canadian thinkers.

With an anticipated pick-up rate of 100%, Phillips and Vernon are hoping to increase circulation, distribution and advertising support with coming issues. Currently, the magazine has a circulation of 50,000, with distribution concentrated in the GTA.

“This is only the beginning,” said Vernon. “Wait until you see what we have coming up next.”

About Sway
Sway is the premier lifestyle magazine for African and Caribbean Canadians. Its mission is to entertain, empower and educate, with a voice that reflects the successes, accomplishments, and pride of Canada’s Black communities. Previous covers of Sway have featured Governor General Michaëlle Jean, businessman and philanthropist Michael Lee Chin, and supermodel Iman.

Sway, published quarterly, was launched in the winter of 2005 with an editorial lineup that is thought provoking, uplifting, inspirational, and motivational. Sway has a circulation of 50,000 with an exclusive distribution through the Gateway Newstand locations in the TTC, 2500 Dreamboxes and strategic retail outlets. The magazine is endorsed by the Black Business and Professional Association.