Recent covers of White Cane Magazine Cane
2026 Material Deadlines
SUMMER ISSUE IMPORTANT DATES
FALL ISSUE IMPORTANT DATES
Mechanical Specifications
Full-Page Ad Specifications
Trim size: 8.5″ W x 11″ H (portrait)
Bleed: +0.125″ on all sides if elements are to bleed o the page – include trim marks (offset to 0.125″) and bleed in your PDF settings
Live Area: 7.25″ W x 10″ H on center – ensure important elements and graphics (i.e., text and logos) are inside this area
Content: To allow sufficient room for headings and imagery, ad word counts should not exceed 450–475 words per page (no more than 950–1,000 words in total for double-page ads)
Images: When including imagery, please provide at the highest available resolution for optimum printing results (minimum of 300ppi) and include applicable credit information of known contributor(s)
Half-Page Ad Specifications
Single Half-Page Inset Ad
Ad Area: 7.25″ W x 4.875″ H
Bleed: None
Live Area: 6″ W x 3.625″ H on center (ensure text and logos are in this area)
Double Half-Page Inset Ad
Ad Area: 17″ W x 4.875″ H
Bleed: +0.125″ beyond left and right edges only
Live Area: 7.25″ W x 3.625″ H on center (ensure text and logos are in this area)
Article Style Guidelines
Style
Headlines: Capitalize all major words. Use this
Title Capitalization Tool (Chicago style) to determine which words to capitalize. Use this Headline Analyzer Tool to evaluate quality of a headline (aim for at least 70 per cent). Aim to keep all headlines between 40–70 characters long (including spaces).
Subheadings: Do not capitalize. Include article subheadings approximately every 150 words.
Italicization: Italicize works that have been published (journal name, book titles, magazines, TV shows, movies, music album names, pieces of art, podcast names, etc.).
Titles and program names: Always capitalize (President, Department of Urology, etc.).
Spelling: Per cent (rather than “percent” or “%”); vice‑president (hyphenated); health care (2 words). Always use Canadian spelling. This is a good resource for Canadian spelling.
Punctuation
Em dash (—): Used as a break in a sentence or
to set off parenthetical statement. Used with a space before and after.
Oxford commas: Always used (e.g., “This list contains thing A, thing B, and thing C.”).
Quotation marks: Always place punctuation (commas, periods, question marks) inside quotation marks.
Numbering
Numbers: 1-9 are spelled out (i.e., one, two, nine). All higher numbers use numerals/figures (10, 49). Spell the number out if it leads a sentence. When dealing with large numbers (millions, billions), write out the preceding digit and million/billion (e.g., eight billion dollars, $20 billion). Use commas between numbers for thousands (e.g., 5,000 people, $10,000). Use the $ symbol when writing about money. When denominations are smaller than a dollar, write cents (i.e., 65 cents). Do not refer to fractions with numerals. Write them out instead (i.e., two thirds).
Abbreviations
Academic degrees: Most lowercase and mixed abbreviations take periods: f.o.b., B.Comm., Jr. Mixed abbreviations that begin and end with a capital letter don’t: PhD, PoW, U of T.
Province short forms: Used only after a city/town name (not if province name used alone in a sentence). Use: Alta., B.C., Sask., Man., Ont., Que., N.B., N.S., P.E.I., Nfld., and N.W.T. Write out Yukon and Nunavut.
Dates: When writing dates, abbreviate months (Jan., Feb.) and use this format: Mar. 3, 2018 (do not abbreviate March, April, May, June, or July). Write out names of months if they’re not part of a specific date.
Distribution & Audience
Distribution
The Canadian Council of the Blind distributes each issue of White Cane Magazine to its members in 70 Chapters nationally, its email lists including its monthly Visions newsletter recipients, its donor lists, its partner and sponsor network list, and to attendees who have attended White Cane live events.
Additionally, each issue of the magazine is distributed to members of the vision health community and beyond, including but not limited to the email lists of relevant non-profits, stakeholders and partners, professional associations, service organizations, major media outlets, vision health advocacy groups, select email lists, live events and social media.The magazine is also distributed to all federal MPs and MPPs from the Province of Ontario. In 2026, we expect to expand distribution to all provincial and territorial MPPs.
Audience Profile
Our audience profile includes members of vision health professional associations, stakeholder groups, patient groups, donors, doctors, health professionals, researchers, academics, MPs, MPPs, and various government officials and staff members.
White Cane Magazine
Each issue of White Cane Magazine is accessible to members of the vision loss community and is made available in plaintext and described digital versions in both PDF and Word formats.
Total Distribution
225,000+
Additional inquiries, please email or call:
Braydin Frizell
Development Manager
bfrizell@ccbnational.net
613-292-5384
2026 Advertising Rate Card
| Frequency Per Year | 1X | 2X |
|---|---|---|
| Single Full-Page Ad | 5,500 | 10,450 |
| Double-Page Ad | 9,000 | 17,100 |
| Single Half-Page Inset Ad | 3,250 | 6,175 |
| Double Half-Page Ad | 5,500 | 10,450 |
