It has an odd name, an odd size and an odd price.
And you won't find this magazine at your supermarket checkout or bookstore.
But for 65 years, the Minnesota Conservation Volunteer has been the little magazine that could -- writing with clarity and purpose about conservation, natural resources and nature.
It has been called the "people's magazine" of Minnesota's woods, waters and wildlife.
"This magazine is as much a Minnesota tradition as ice fishing and summer weekends at the lake," said editor-in-chief Kathleen Weflen. "Some people refer to us as their little National Geographic. People feel it's their magazine."
Said art director Susan Binkley: "It's a mission rather than just a product."
The bi-monthly digest-size publication is produced by the Minnesota Department of Natural Resources and mailed -- free -- to anyone who wants one. It has won national awards.
And it has a passionate, loyal and growing following.
"I've been reading it since it first came out [in 1940]," said Peggy Belz Wolter, 83, of Dakota, Minn. "I've really enjoyed it all those years. It is Minnesota."
As a county extension agent, she said she used to carry the magazine in her 1939 Plymouth to 40 local 4-H clubs and use it to educate the kids.
"People love it," said Roger Holmes, 69, retired director of the DNR's Fish and Wildlife Division and a regular reader for more than 40 years. "A lot of people save every issue."
Topics can range from hunting and fishing to parks, trails, forest management, climate change or, as in the latest issue, owls, lichen and fish parasites. There's also a "young naturalists" section aimed at readers age 10 and up, and often an essay.
It has attracted top writers and photographers, as well. Among those who have written for it: Sinclair Lewis, Sigurd Olson, T.S. Roberts, Grace Lee Nute, Charles Kuralt and Paul Gruchow.
Photographers include Jim Brandenburg, Layne Kennedy, Bill Lindner, Bill Marchel, Richard Hamilton Smith, Walter Breckenridge, Patrick DesJarlait and Les Grunwald.
A humble beginning
The magazine was launched in 1940 by the DNR's predecessor, the Minnesota Department of Conservation. The magazine's name came from its purpose: to help mobilize an army of "conservation volunteers" to support conservation.
Early issues featured a conservation volunteer card to clip and carry.
"It used to print the names of people with game and fish violations," Weflen said. "We don't do that anymore."
Circulation then was about 3,000. The magazine at various times capped circulation to control costs. But it has continued to grow over the years, topping 70,000 in 1980 and 100,000 in 1990.
Today, circulation is about 135,000 -- making it one of the largest of its kind in the nation. Weflen estimates nearly a half-million people read it.
Despite rumors, she said, there is no waiting list to subscribe.
The magazine has always been digest-size. There have been discussions over the years to change to a full-size magazine, but in the end it's still 5 inches by 8 inches.
"Readers really like this size," said Weflen, who has been editor-in-chief since 1989. It has been printed in full color since 1992.
Donations please
The Volunteer used to be funded from the DNR's budget. But back in 1980, during budget cuts, managers considered eliminating an issue to save costs. Instead, editors decided to ask readers for donations.
It worked. Maybe too well. By 1990, contributions paid for production and printing costs, but salaries for the small staff still were paid by the DNR.
But since 2003, when all state funding was eliminated, the magazine -- everything from salaries, office rent, paper, printing and postage -- has been entirely paid by contributions from readers.
"We're doing really well [fundraising] when you consider all we're doing is asking readers to make a contribution," Weflen said.
Last year, more than 30,000 readers donated an average of $26. Of current subscribers, more than 84,000 have given at least once. Nearly 5,000 public schools and libraries are sent a free copy, and about 100 teachers order classroom copies at minimal cost.
An independent voice
Though the Volunteer is a DNR publication, Weflen said it has always been given autonomy.
"We don't have to get approval from commissioners for stories, and we've never had a story pulled," said Weflen. "I can't say they're always happy."
But the well-regarded magazine clearly is a good public relations vehicle for an agency that often is in the hot seat.
"Joe Alexander [the late former DNR commissioner] once said, 'It's the only thing we do that no one complains about,' " Weflen said.Minneapolis Star Tribune
