The Buzzards Bay Coalition, a longtime environmental nonprofit focused on preserving the Buzzards Bay region, took ownership of the South Coast Almanac lifestyle magazine in late 2024. Founded a decade ago by Marlissa Briggett and Scott Lajoie, the Almanac highlights the South Coast area, spanning from Fall River to Buzzards Bay, through quarterly print editions that showcase the region’s natural beauty, arts, culinary offerings, and local culture.
Despite its focus on lifestyle rather than environmental activism, the magazine and the Coalition shared aligned values in their appreciation for the region’s unique character. Mark Rasmussen, president of the Buzzards Bay Coalition, noted that the magazine’s storytelling and photographic style resonated with the nonprofit’s mission and his personal perspective on the South Coast.
The acquisition, announced in the Almanac’s holiday issue through letters to readers, involved Briggett donating the magazine to the Coalition without any financial transaction. Previously a for-profit enterprise based in New Bedford, the Almanac now operates under the nonprofit umbrella but maintains its existing business model: about 95 percent of its revenue comes from advertising, with the remainder from subscriptions. The magazine distributes approximately 10,000 copies per issue, mostly sold at local businesses across Dartmouth, Fairhaven, Onset, and surrounding communities. Direct subscriptions account for fewer than 1,000 readers.
Briggett remained as the publication’s publisher, while Lajoie, the Almanac’s editor, and art director Hannah Haines continued in roles supplemented by full-time employment with the Coalition. Both Briggett and Lajoie also hold communications positions within the nonprofit. The magazine relies on a part-time staff and contracts freelance writers and photographers, generating content focused primarily on regional lifestyle topics rather than investigative journalism.
The partnership arose in part from discussions about strengthening the Coalition’s communication efforts, which had historically been limited. Rasmussen, a longtime reader of the Almanac, invited Briggett to join the Coalition as vice president of public engagement, bringing the magazine along as part of the collaboration. According to both parties, the merger was driven by shared interests rather than financial necessity, with the organizations recognizing the benefits of combining resources to better serve the community.
Some readers initially expressed concerns that the magazine might lose its editorial independence or become overly focused on environmental advocacy. However, subscribers, including Lindsay Mis, executive director of the Massachusetts Design, Art, and Technology Institute, reported no discernible shift toward environmental messaging. Instead, she noted that the Almanac’s design and content appeared even more creative and visually compelling under the new arrangement.
John Bullard, former mayor of New Bedford and past member of the Coalition’s board, acknowledged the move as a strategic expansion of the nonprofit’s outreach. While surprised initially, he expressed confidence in Rasmussen’s thoughtful approach and saw the partnership as a way for the Almanac to deepen its connection to the South Coast.
Briggett emphasized that potential conflicts of interest remain minimal given the magazine’s focus. While environmental topics may occasionally feature in the calendar, there is no dedicated environmental reporting beat, nor is there intent to promote Coalition initiatives overtly. Rasmussen echoed this sentiment, explaining that integrating environmental coverage within a broader range of local issues such as education, public safety, and municipal management helps prevent the environment from being marginalized or reduced to a single-issue focus.
Though the arrangement requires Briggett and Lajoie to balance dual roles within the Coalition and the magazine, Rasmussen affirmed he does not involve himself in editorial decisions and trusts the team to continue the Almanac’s mission. He contrasted the Coalition’s approach with other nonprofits that publish their own magazines, stating that his organization seeks to reach a broader audience by embedding environmental themes within the broader fabric of regional life.
Ultimately, the collaboration aims to celebrate and preserve the unique character of the South Coast while expanding the Coalition’s capacity to engage with residents through compelling storytelling and local cultural coverage.