Duke City Fit was born in 2004, the result of a mid-life career change for our editor-to-be, Ken Orth... a writer, outdoor-enthusiast, and long-time resident of Albuquerque. His goal was to pull together all of the diverse pieces of a health-oriented lifestyle into one publication, add some fun to the process, and create something that would educate, motivate, and entertain. We strive to do all three with each and every issue. And by the way, we are all color all the time, and we are the only paper of its size in Albuquerque that can say that.

We decided early on that a traditional paper, be it daily, weekly, or even monthly, quickly devolves into a hurried rush for stories and advertising, ever pressured by a looming deadline... influenced all too much by time constraints. We resolved to be different. Knowing full well the impact of stress and a hectic pace on our modern lives, it seemed only proper that a newspaper on health should lead by example. Duke City Fit is a throwback. We are not late-breaking news. We publish with the seasons. We are trends and ideas and thoughtful meditations, a comfy companion to read by the fire at your leisure. Lay it on the coffee table next to the Ansel Adams book. Pick it up when the evening news gets too depressing.

Strangely enough, in a day and age marked by instantaneous access to information worldwide, our friendly quarterly publication has a number of advantages for our advertisers. In part because of its Calendar of Events, each issue has a three-month shelf life, which in itself has a cascading effect. Not only do the papers continue to be consumed from the racks at an astonishing rate right up to the end of each three-month period, but the papers themselves are retained by many of our readers, to be re-read by themselves and others in their household. These papers are not tossed in the trash after checking the personals or movie times.

Another noteworthy aspect of our newspaper is its targeted readership. Being a free paper that is obviously about health, not just anyone will be picking one up... there must at least be some inclination toward bettering one's health. Our readers are aiming for a happier life through activities and education. Does that sound like someone you'd like to market toward?

And, perhaps most importantly, we are a local newspaper with a small-town feel. Almost all of our writers are locals. Our editor and chief writer has lived and loved in Albuquerque for over a decade. We recognize that there are way too many nameless, faceless people in our lives as it is, throwing dubious facts, figures, and talking points at us with impunity and questionable integrity. We put a local face on our stories. We find a Duke City professional with first hand knowledge of the subject to help us get the story straight. We don't shy away from national or even international trends or research, but we put them into the perspective of our home, the enchanted high desert.

So with all of that said, now we invite you to read a few stories, talk to a few people, and get a feel for our unique publication. Share a couple with your family or put a few out in your business and watch the reaction. Give us a call. We'd love to get together and talk about what we can do for each other... we can design and build an ad for you from the ground up, if that's what you'd like. Our paper has momentum. We have the readers, we have energy,... we have something good. Perhaps you should be part of it.