Ever Onward Podcast

ID Guide is Idaho's Storytelling Engine | Ever Onward Ep. 89

• Ahlquist. • Season 1 • Episode 89

Share episode

What happens when passionate storytellers reimagine a beloved local publication? The answer unfolds in this fascinating conversation with Matthew Rabe and Heather Hamilton-Post, the innovative Publisher and Editor-In-Chief behind ID Guide magazine.

The duo reveals how they transformed the former Idaho Magazine into something far more ambitious – a monthly celebration of Idaho's unique character, combining three separate publications into one cohesive, content-rich experience. With each issue spanning 80-100 pages, the magazine has quickly become a recognizable fixture throughout the Treasure Valley and beyond, available for FREE at a variety of locations including the Boise Airport, Albertsons stores, and local businesses.

Heather, whose storytelling passion traces back to recording animal sounds on her great-grandparents' ostrich farm at age five, brings an authentic voice to the publication. "I get to talk to people who are really passionate about the thing that they're doing," she explains, highlighting the joy of discovering and sharing the stories that might otherwise go untold. From roller derby athletes to international brands headquartered in Idaho, the magazine uncovers the surprising depth and diversity of the local community.

The conversation explores Idaho Guide's thoughtful approach to content creation, from their meticulously designed covers (beginning with a recreation of the Idaho state flag – the only one designed by a woman) to their robust digital strategy that complements rather than replaces their print publication. "Print is not dead," Matthew emphasizes. "It's very much like a vinyl record or like a potato" – authentic, tangible, and deeply connected to Idaho's identity.

Whether you're a longtime Idaho resident or simply curious about the enduring power of local media in a digital age, this discussion offers valuable insights into how thoughtful storytelling can strengthen community bonds and celebrate what makes a place special. Visit idguide.com to explore their stories or pick up a free copy next time you're at the Boise Airport.

Website: IDGUIDE.com

Follow Ahlquist on Social Media:

LinkedIn: ⁠⁠⁠https://www.linkedin.com/company/ahlquist/⁠⁠⁠

Instagram: ⁠⁠⁠https://www.instagram.com/ahlquistdev/

TikTok: ⁠⁠⁠https://www.tiktok.com/@ahlquistdev

X (Twitter): ⁠⁠⁠https://x.com/ahlquistdev

Meta (Facebook): ⁠⁠⁠https://www.facebook.com/ahlquistdev/

Youtube: https://youtube.com/@ahlquistdev?si=ejOXPKRqQjtsdVFE


Speaker 1:

Today on the Ever Onward podcast, we have Matthew Rabe and Heather Hamilton Post. They are the publisher and editor of the new magazine Idaho Guide. This is going to be fun. We're talking about a new magazine, formerly known as Idaho Magazine, now Idaho Guide. You've seen it everywhere in grocery stores, at the airport. But this is the future of the Lifestyle Magazine and Business Magazine here in the Treasure Valley and we'll have them on to talk more about Idaho Guide. Hey guys, hey, what's up this?

Speaker 2:

is awesome. We're trying to be here.

Speaker 1:

I'm super stoked to talk about this.

Speaker 1:

It's been fun watching you guys do your thing. So we're here today with Matthew Rabe, Heather Hamilton Post, the publisher and editor of ID Guide One right here for those on YouTube. So this has been a really exciting few months and can't wait for you guys to talk about it. But a little background in the media company, you have Up Tempo, the idea that the old Idaho magazine was kind of available from Karen Day to be purchased and you bought it, rebranded it, Heather came over with it and been working your tails off. But it's exciting, the issues are awesome, so tell the story.

Speaker 2:

Heather's going to do a lot better job. So, heather, literally I mean, I'll just start talking about you first.

Speaker 2:

So, heather, literally I mean I'll just start talking about you first, but the last six years basically been part time on the Idaho magazine and, you know, as our chief editor of the magazine, now it's your full time putting together the stories. You know truly crafting what, this end product that everyone sees now on the shelf. This is what heather does day in and day out, and so, uh, you know, let's talk about how we got here, though. Heather, what, um, how did you first get involved in an id guide to kind of help tell where we're at now?

Speaker 3:

an id guide, sorry, an id home to guys.

Speaker 3:

Sure. So I met Karen because she was doing some technical writing in my previous life as a technical writer and editor and we had a mutual friend and she was looking for someone to help on her film. So I was just doing a few things there. The editor, who had only been there for a month or two, quit and I was already there. So I sort of stepped into the role, having not really done it in a formal way before, um, but I've always been a writer, I've always been an editor since as long as I can remember. So it was just kind of a good fit and we just kind of went from there and, uh, you know, six years later, seven, here we are.

Speaker 2:

And Heather's like truly. There's multiple times a day where we'll just pop out from the office and be like hey. So how do we say what we want to say? And we'll do that in a variety of different contexts.

Speaker 1:

Have you always been so good at it?

Speaker 3:

Content creation good at it content creation. You know, my mom found a cassette tape from when I was five years old and I was walking around my great-grandparents' ostrich farm in Wyoming and I was recording the animal sounds and I was asking my younger sisters questions and asking the adults around me questions. So I think I've always been sort of drawn to this level of storytelling and I've always kind of had a knack for words. I'm passionate about it, I love it, I can't imagine doing anything else and I feel so lucky to get to do it full time with such a awesome creative team here.

Speaker 1:

So you're really, really good at it. I think early on, early on, I remember saying to Matthew I'm like, hey, this is going to be awesome, but, man, I hope this Heather's good. And then, when you were, I was like, uh, we're going to be okay. Um, it's a big deal, it's a big job, right. So, pulling together. It's a monthly magazine, so let's talk a little bit about it. Idaho came out. Uh, what was the? What was the cadence of Idaho magazines?

Speaker 2:

It was about eight to 12 times a year.

Speaker 3:

I mean you were at it.

Speaker 2:

It varied over the years, yeah, so a variety of different issues and there was three different magazines, technically actually. So there was Idaho Home, and then there was the Home and Real Estate or, sorry, outdoor, no, home and Garden, yes. And then there was Flavor, and so there was three different kind of versions of the magazine. And then there was flavor, and so there was three different kind of versions of the magazine. And so, yeah, when we bought the magazine earlier this year, it was looking at the full picture and saying, okay, there's three different publications here, there's a cadence that's happening, but how do we like kind of streamline it. And so we took basically all three of those magazines and combined it and say, well, we really need to provide consistency for readers, so let's do a monthly magazine.

Speaker 2:

And then that's also kind of how we resulted into a, into a heavier lift magazine. So we've we do about 80 to a hundred pages every issue, so every month and that's a you know it's a combination of of, you know, stories from across the state of Idaho, but but truly focused on, focused on the state and who's here and the people that are here and the businesses, and so it's been fun to pull together every month, but definitely going from the cadence you were at to where we're at now. Maybe we've hit the gas a little harder. I don't know, heather, what do you think?

Speaker 3:

Yeah, people always ask me is it hard to fill a magazine that big every month? And my answer is absolutely not. I have a list of a hundred stories that could go in there at any time. So, yeah, it's a lot of work, but it's work that we are excited to do. It's work that we love to do.

Speaker 1:

And what I love. Like Matthew, you're like a master storyteller and I think, if you look at uptempo and what you do, you tell stories. You build brands, right, that's what you do, and you do that with videography and stories and whatever, and then it's been fun to watch the kind of this all come together because, heather, that's your tell story. You're a storyteller in writing, right, and I think ultimately, the platform is going to be you've got these. You know these beautiful magazines that come out every month and then you have an online presence and I think that's key because that's the world we live in. But I do believe there's still something.

Speaker 1:

I was in the airport last week and you guys have a giant display in the airport. It's a beautiful display. So over right by the Einstein bagels, right out front, you'll see ID guide. You got all your magazines there on display where people can pick up. The magazines are free, but just watching, like walking by or going at my bagel and watching everyone sitting there reading the magazine, I got all happy and like this is so cool. I think people still like touching, feeling, holding something, but there is an online version at this as well, right.

Speaker 2:

Yeah, yeah, I mean a variety of things to speak to. This is literally like the crux of why we're doing this. I mean, I'd start actually with you know, yes, we love storytelling. I think there's a variety of different ways to do that. You know, kind of the tagline that we've been running with since we've launched the magazine is living your story or live your story. I mean encouraging people to tell their story, however that may be, or to start telling their story or documenting their story so that others can benefit from it. It also encourages positivity. It encourages, you know, people to get out in the world and to actually do things that make a difference. So I think storytelling is definitely the key focus of our magazine and, like Heather said, I mean they just there's not enough opportunities for us to tell all the stories that are out there. And so then, on top of that, yes, launching the digital platform and that side of it, it's been fun.

Speaker 2:

So, obviously, the physical print magazine is kind of our. You know it's the base, it's the thing that will always be there for us, and you know looking at it and saying, ok, well, how do we bring this to digital in a real way, not just maybe a PDF flipbook that people can go through online. We, of course, have that too, but it's you know how do we utilize the platforms of how people consume content today? So how can you read a full article on our website and, you know, take the written copy, bring that onto our website. So every single article that's in here is on its own dedicated page on the website and that provides just easy reading for people to hop in and read the content that we have. It's got a search feature so you can search words or topics and things will come up from different stories, from all the different issues. But then, yeah, of course we're on social media. You know we are email campaigns, things like that.

Speaker 1:

I love that. I was hoping you were going to say that because you really have the print which is kind of the old school. Hey, print here it is, touch it, feel it. The website has been incredibly, I mean, in a short period of time. It's a go-to. But the social media channels also very robust. They're out there. It's been really cool. One of my favorite parts the covers, because I'm not in on your like interior meetings, so every once in a while I'll sneak by Heather's desk and I'll say what's the cover of this month and she'll like unveil it. But you know you started. You started with what I think was a super creative uh, cover of math. You don't want to talk a little bit about that in the story.

Speaker 2:

Yeah, absolutely. Um, yeah, the first cover of ID guide. It was like Definitely some pressure in the sense that we wanted to make something that was very intentional, that was very creative, of course, but then also something that everybody that lived here would hopefully appreciate, and so, no matter who you are or what walk of life you choose to have, it's it was something that was inclusive in that way you choose to have. It was something that was inclusive in that way, and what that resulted in was our first cover here, which is obviously in front of us here, but it was recreating the Idaho state flag design that was actually hand-drawn by a woman, and it's the only state flag in the entire country that was hand-drawn by a woman. So it was a fascinating story and Heather was able to write, you know, the complimenting piece that went along with us recreating the image.

Speaker 2:

But you know, yeah, we brought in the full team and you know we had Jacqueline Rice, we had Josh Johnson, we had, you know, danny Kerr from our team. You know we had a full staff team and we wanted to really do everything that we could to creatively bring this first cover to life and do something that maybe hasn't really been done before, and so I mean picking the location, what they were wearing. Everything was very intentional in this first cover and and it's also, you know, imagining us going from not having a magazine to this is our first cover we wanted to make something that was truly a coffee table. You know, we what is that, it piques interest and and somebody wanted to pick that up, and so that was kind of the how do we create something that is meaningful, intentional, beautiful?

Speaker 1:

And you know this is the result. And then the storytelling behind the cover was awesome too.

Speaker 3:

Thank you. Yeah, I really love the story of how the flag came to be, because the person who designed it, like so many Idahoans, actually was not born and raised here. She was someone who had moved here from somewhere else. She, like so many people who move here, came to visit friends, really liked the area, stuck around and ended up designing our state flag. So it's kind of a cool story that I think is really reflective of so many people that come here, of the great variety of of people that make up our state, and we want to celebrate all of those people, and I think that cover image was a really good way to sort of introduce that to everyone.

Speaker 1:

It was just awesome, yeah, fantastic, uh. The second one was tamarack yeah and, uh, and, and a boat on the cover. That, I think was just another phenomenal one. And then the one that just came out was the Boise Balloon.

Speaker 2:

Yeah, the Spirit of Boise. The Spirit of Boise deal. Yeah, it's been kind of fun to definitely. I mean the covers definitely do drive, you know, a lot of what people initially see with the magazine. So that first impression of should I stop to care basically about what this magazine is and I think a lot of the ways that's why that, yeah, that cover definitely drives a bulk of it.

Speaker 1:

Talk about distribution. So the magazines are everywhere. I've seen them everywhere. But specifically talk a little bit about where you can find the magazines and how that's been and how that's been.

Speaker 2:

Yeah. So first I'll shout out Doris, who is our main point of distribution. She's got an incredible story. She's been in the Treasure Valley forever and in the advertising world but she too is 70 plus and she loads her car up every month, actually multiple times a month, and she distributes all throughout the Treasure Valley. So we also distribute, primarily in the Boise Airport, like you said. So we go through about 5,000 copies every month in the Boise Airport alone and then outside of that it's about 300 or, sorry, 3,000 copies distributed, distributed, excuse me, and other places, primarily in the Albertsons, in the Treasure Valley. So there's about 27 locations there that is distributed. And then there's also Whole Foods, natural grocers, there's media boxes in downtown Boise and then there's a variety of different businesses and you know companies that are here locally that they either request a box or they're an advertiser in the magazine, so they want to distribute in their place of business.

Speaker 2:

And then, as we've looked to grow, so our second cover, as an example, with Tamarack, you know, we said how do we distribute where your place of business is as a way to grow? You know exposure with Tamarack, and so we took, you know, about a thousand copies of our 8,000. We distribute and you know, distributed those in Valley County and so we're on all the main spots that you can think of around McCall and Cascade and Donnelly and so grocery stores up there, hotels, you know all the main points where people there's traffic, and so as we look to grow the magazine, look for different businesses are here. I think we'll look to do the same thing with distribution and say how do we, you know, grow our footprint here in the state and look for ways, grow our footprint here in the state and look for ways, uh, places where people live and work and play and and uh want to pick up this piece of uh, uh, this publication that we've been putting together.

Speaker 1:

So it's super positive too. I like the. I mean the stories you're telling um. Every one of them are just. They're like awesome, they're like I want to read more. I want give me more of this because it's so good. Do you enjoy that part of it?

Speaker 3:

I love that part of it. I think what I have, what I loved about IDA Home, what I love about ID Guide is that I get to talk to people who are really passionate about the thing that they're doing, and maybe it's the business that they founded, maybe it is a new dish that they're cooking in their restaurant, maybe it is a comic they've drawn or a new art form they're taking on. It's really fun to talk to people about the things that they care about the most and I will never, ever get tired of that. You know I write I don't know four to five stories every issue and it's always so fun to have those conversations about the things people care about.

Speaker 1:

It's awesome, um, so it's not just storytelling, it's kind of it's inspirational, right. And then talk a little bit about you. You feature companies in here, right? So that's the other thing. So, like Tamarack was on the last issue, but the opportunity for companies out there listening is a great way to get your brand out to the marketplace in a time when you know people are honestly trying to figure out okay, how do I get customers, how do I get awareness of my business and what do I do? And I and that's the business model behind it, right.

Speaker 2:

Yeah, so obviously we talked a lot about the covers themselves, but then inside of there, with the a hundred other pages that we have full is, you know, like we said, primarily story, but then with companies that we're looking to also bring to the magazine, because we are a free publication and you can grab it off the shelf at no cost, that means we're fully backed by ad dollars. So, yeah, companies that are in the Treasure Valley or that are statewide, they're looking for exposure in a print publication but then also in the digital opportunities that we have. Absolutely it's a place for those companies to come in and look for those exposure opportunities. And it's been really cool to see how people that are believe in what we have and see how it's a match for their company and they can say, oh yeah, we love this place, Like this is how it fits for us and so, yeah, definitely open for, for advertisers. You know would love any and all people to, to, to reach out.

Speaker 1:

Yeah, what's the URL? So people that want to get more information.

Speaker 2:

Yeah, so idguidecom, and you know we have our media kit online um for people to ask about advertising, but then also just to read these stories and to understand what we have to offer as a publication. It's awesome.

Speaker 1:

Uh, what's, what are you looking forward to in the upcoming issues, Heather?

Speaker 3:

Oh gosh, we've got a lot of really fun stories. We have a great story about uh treasure Valley roller Derby. That's a lot of fun. I'm writing something about skydiving, which I did, but it was 20 years ago.

Speaker 1:

Those roller derbies. You don't mess around with those folks. It's a funny story. It's a funny story but I don't even know if she's around anymore. But I used to have a nurse in the ER with me. She was in the ER very quiet and unassuming and great, great professional nurse. She was awesome. But one day we're just sitting there chit-chatting and she's like oh, I'm doing my roller derby this weekend. I'm like do roller derby. And so she like pulls out pictures. And she's like, oh, yeah, yeah, she starts showing me pictures and her nickname was nurse naughty. I'll never forget it because it just was like so out of character. I'm like what she's like? Oh yeah, she's like this semi-pro roller derby person. So I look forward to that one, because I did not know this thing existed and it's a big deal.

Speaker 3:

They've got a whole culture around it. That's pretty interesting, but we're also. Can we talk about our cover story? Yeah, of course yeah, we're, um, we're doing a cool story with teton valley brands and cranny farms, so, uh, looking at the launch of a new potato chip some of the chips that they have out um, we were eating them this morning. They were extremely delicious, so we're really looking forward to that. That'll be a cool partnership.

Speaker 2:

And then, yeah, I mean it's hard not to talk covers because they're so exciting. But yeah, we'll also have some outdoor brands, some very prominent outdoor brands coming this fall and you know, that's cool because we're trying to say who's right here in the Treasure Valley that people may not know are from the Treasure Valley but have international brands, and so there's some really exciting things that will come in these next few issues. I just love it.

Speaker 1:

Well, it's been fun. You know, I guess when you do something new, it's always a little harder than you think it's going to be, and it always takes more work, more time, more effort. It's been fun to watch you guys rally and just like completely kill it at this, because it's been fun to watch these things pop out. They're beautiful. I mean, they're just like they're beautiful magazines. In fact, shanna was like we need a third copy. She's keeping them all on her coffee table at home because they are. I mean, they speak to Idaho, what Idaho is. So if anyone hasn't seen them, those are all the locations they're at, or look online Contact.

Speaker 2:

Matthew or Heather for any information and any closing thoughts.

Speaker 3:

Heather, can you go first? I'm just happy to be doing this. This is cool. You know, it's really fun to tell these stories and to get to know our community even better. I've grown up here, lived here my whole life and I still learn about new things, new people, new experiences in the state I'm so happy to share that we have such great people, don't we?

Speaker 1:

Such great people and so many stories to tell, and it's just fun to especially the ones that never would get recognized or a story told. I love that part of it. Do a great job.

Speaker 2:

Thank you, Matthew, do have a story, you'd have a story to tell and you know we hope that we can help in the ways that we're capable of to help you share that story. So we just, you know, I just encourage everybody to start, you know, telling their story or looking for ways to get it out there, and we'd love to help in that way by using what we have as a tool, hopefully for the betterment of the state, at the end of the day, it's really the community, right?

Speaker 1:

I mean, it's a way of expressing art and the beauty of our community in a way that it gets exposure. And we live in the best place on the planet, just the very best place. There's nowhere like this Treasure Valley in Idaho and what it means, and just to be part of that's cool, but to celebrate it monthly, it truly is a blessing to do that.

Speaker 2:

Yeah, and I would, I mean I would add into this I wanted to make sure we said this today because print is not dead. No, you know, it's very much like a vinyl record or like a potato, I mean it's. You know, there is still, you know, this foundation of people like real. You know, we say we always say people like authentic people and we like this authentic real thing. And you know, for us, I think, a print magazine is that in a different way. You know, for us it's saying you can tangibly grab this thing, flip through and learn about the people that are here, learn about the businesses that are here.

Speaker 1:

And you still can consume the other way, which is laying in bed scrolling.

Speaker 2:

You can still doom scroll all day, you can still doom scroll all day.

Speaker 1:

In the middle of doom, scrolling about whatever cruds out there, you can always click on an inspiring ID guide story, but there is something to be said to just looking through a magazine.

Speaker 3:

Yep All day. You can read it on the airport. You don't have to have an internet connection. You're good to go.

Speaker 1:

Amen, all right. Thanks for coming on, you guys. Thank you Thanks everybody.