Vee Seven Jan-Christian Sorensen News Reporter porensen@usnews.com VEE Seven is about to hit the streets. The inaugural edition of the News’ complimentary lifestyle and fashion magazine will debut on doorsteps and in mailboxes across the North Shore on Wednesday. “It’s a magazine for, by and about people on the North Shore, and that’s whar we feel our strength is,” said Vee Seren editor and North Shore News fashion editor Layne Christensen. “We know our community so well. We've been a part of it for over 30 years,” she said. The 40-page first issue will be distributed to 30,000 select homes in the Horseshoe Bay to Deep Cove area. Vee Seven marketing director Dee Dhaliwal said the magazine is being specifically targeted to North Shore residents fiving in the upper-middle class bracket — at or above an $86,000 aver- age « annual | income level. Vee Seven is not just where we live — it’s how we live. Our readers are people who are wealtiy, but they're really comfort- able in their own skin. They like to know what's available where and quickly,” she said. Thus, information in the magazine is assembled in quick-hit fashion and supported by a vivid pallette of full-colour photos and artwork. Vee Seven will also be launched in cyberspace in the not-too- distant future at . ». The magazine will publish 10 times a year, with two com- bined-month issues — in January, -/February and July, / August -— planned to pick up the issue slack in the summer and winter. _ Vee Seven's genesis was a rapid one: the initial seed of an idea was planted only in June. / “IT think that sometimes when you have a team that’s focused _ and determined to make a success of something things start to click. We just had some brainstorming sessions and idzas just . ’« tolled and it worked very smoothly,” said Dhaliwal. - Not that they’re taking much time for back- “patting and con- :gratulatory handshakes right now — the creative team at Vee Seven. is’ already up to their elbows in: preparation for the November and December koliday issues. +. The magazine was a project long on the minds of many peo- ple at the News, said Dhaliwal. “I think a lot of people have wanted to have a magazine asso- » ciated with ‘the newspaper. It’s a different environment and it offers our readers a good complement to talk about different things i ina different. way.” . 2 Vee Seven is making its foray into a virtually-untapped mar- ket. No North Shore-specifie publications can be found on magazine store shelv' es. “IT think we're also going to surprise (readers) with some “concepts that we haven't seen in any other publications,” said Christensen. In addition to practical information, the magazine will also feature quirky and offbeat features and columns such as the g gos- sip. -column-styled “Scene” and “Flash,” a photo essay collection the city’s best and brightest at social gatherings, galas and © ‘exhibit openings. :.. “=: -The magazine ‘will also feature a scrapbook- type column ‘called “3.ast Resort” to close out each issue — a profile of a local celebrity or personality and where. they spend their Nacation time, This month it’s a story about West Vancouver jewelry. and ousewares designer Martha Sturdy, who recently visited: the sei Ahat. “We wanted something different, debut ‘VEE Seven marketing director Dee Dhaliwal, left, and editor Layne Christensen browse the launch issue of the new lifestyle and fashion magazine. “We'll focus on New York and how it inspires her designs,” said Christensen. : ; ’ Each issue cover will feature 2 different variation on the let- ter V and the number 7, depending on the issue’s content. “We want to play on our brand and give. it a unique moist each issue, * said Christensen. “Something that will make people take notice.” To wit, the cover of the first issue features a V in the shape of wwo paintbrushes — which points to a feature on collecting art —- and a scarf owisted into the shape ofa seven to represent a story Christensen wrote on the Hermes luxury-geods work- shop she toured while in Paris, Other magazine titles were bandied about but the staff even- tually settled on Yee Seven —— the first owo characters of the North Shore postal code. You can’t get much more local than ” said Christensen. “We wanted to create a buzz. And we also wanted something that was connected to the community.” - Joining Dhaliwal and Christensen in the Vee Seven adminis- trative and creative bullpen are North Shore News and Vee Seven publisher Peter Speck; associate publisher Aren Evers; art direc- tor Norisa Anderson; special correspondent Cheryl Hector; and sales team members Wanda Griffiths and Pegey Mulligan. istrict firefighters save a life THE rapid | response ofa Lynnmour fire crew saved a young woman’s life. ‘The crew were ‘called to the scene when a 22: year-old. woman collapsed and suffered a heart attack“ in’ an office building . on ‘Mountain High on Oct. 3 ; A rates league of the woman ran around the cor- ner to the Lynnmour fire hall. : Captain’: Glen: Potter - and -firefighters Ken Berg, Blake Bartel; and. Kevin Broadbent were... radioed in from their location 100 yards, away. “ ~ The crew started CPR and used a defibrillator ‘on the woman to restart her heart. ; ... A defibrillator. uses an_ electrical. shock ‘to restore regular heart rhythms, The equipment has been carried by North Vancouver District -. firefighters since 1997. 1 _.. ‘The woman is still at Lions Gate Hospital, but is expected to make a full recovery. ~. “The fact that we were right there was. a major . factor i in saving her life,” said a Bers We specialize i in custom: “designed jeweiry. . 2435 Marine Drive «. ‘West Vancouver (BACK LANE) : 922-3014 _ - Katharine Hamer : Now the. concept of omni an SUV is no longer beyond be lief. It's almost too goad to be true. We could hardly wait to share “the good news. The 2001 Grand Vitara is now the lowest priced ‘V6 4X4 SUV in Caniadz: Almost as exciting, keyless . -Lentry, a CD player, ABS and power door locks and | * mirrors are standerd fare. pet : © ‘tos eortowng i $2778, Tova obiiation is $7,840.08, Fight and Grand Vitara JX MT, Freight and PDE. ($895) rece urchase fi indsncing - to 36 months - ‘ahd Ae! Soe ‘a Sib ete eit foie Burrard iskyTih The Great Canadian - il CHANGE Snce 1978 LTD. $4° ofr Petro Canada to1¥730 Pras Eanes and eon toes « WEY Shes Coupon «Fou ast etnies © Reg 58 9S OSE MOR SAT BB SIRE, US "7 DEPRES OF TORE R77 20007" Cogan: coupons rey ADOMIONAS, DISCOUNT WII.” ‘worth more-hare! s: ‘VALID RCAA CARY Lonsdale & 13th, N. _ Vancouver 985-1650 3 nue ORTHOPEDIC MATTRESS GALE iy shown “es siete * Reson 6 pla oat acids 267 €. Ist. N.Van Hon-Sal ENTRANCE FROM LAKE =" 69 Q90-B004 ese W2-5pm any Mini in To Get the Most Out of Global Markets xin Synergy Global Growth (lass, managed by Tom Harsico and Jim Gendelman at Harsico ~ pe Capital Hanagerrent. Fortune Magazine called Tova Marsico “One of the Fund managers af the decade’. [xperience this pure growth expertise for ryoarsell ans f Sa Morrill Lynch - es Kathryn Sager . tea Senior Vice-President fa Financial Consuttant a Mersill Lynch, # Canada Inc. ~~ 100 Park Royal, Suite 114 West Vancouver, \ Miata B.C: V77.1A2. Tol: 925-5552 ‘Fax: 925-9235 - Please read the Synergy Mutua Funds prospectus and consult - your. financial advisor: before :: investing. Commissions,;: trailing .commissions, ‘management: fees and eX] xpenses may all be associated with your investment. funds are not guaranteed, their values change fre- Mutual Paid -, quently and past performance may not be re ated *-for in part by Synergy Mutual Funds. -b ach Canada Inc. lember.- CIPF. Ores fale staisn ee Hon