IRMA’s Mission

On November 14, 2023, the IRMA Board voted to adopt a Mission, Vision and Values statement developed by the membership committee.


The International Regional Media Association strengthens the industry by connecting members through their passion for publishing and their communities.


IRMA supports and highlights the value of regional publishing and brings members together to navigate a challenging time for publishers and communities. IRMA offers its members networking, inspiration and celebration to meet their publishing goals.


IRMA members thrive in a culture that fosters community, connection and collaboration. IRMA celebrates the uniqueness of its members, just as they celebrate the uniqueness of their regions. By sharing wins and losses in a non-competitive environment, members grow together and support each other.


IRMA began in a fishing boat in 1960 when two circulation managers from separate magazines, Gus Weiner of Down East and Peter Sykas of Vermont Life, decided to spend a day trading ideas to grow their magazines while enjoying their favorite pastime. Magazine secrets flowed between the two so freely, they decided to do it again the following year, and then the next. Other magazine professionals heard about the annual get-together and began to join them. Soon the boat was overloaded, so they decided it was time to meet on land.

A few years later, the growing group wanted to hear from the publisher of the granddaddy of regional magazines, Arizona Highways. Peter Sykas contacted him, and he said he needed a formal invitation to get approval from state officials to make the trip. A quick conversation with the owner of a local stationery shop produced a letterhead for the invitation. Over the counter that day, the organization was named the North American Association of Regional Publishers.

At the annual conference in Nevada, in 1968, the name was changed to Regional Publishers Association. After many years under that name, the organization was renamed the International Regional Magazine Association in 1995 to reflect a growing number of member magazines outside the United States.

In 2022, the membership and board of the International Regional Magazine Association voted to update our name to International Regional Media Association, to reflect the ongoing evolution of the platforms in our industry, but to retain our focus on high quality, regional content.

In November 2023, the organization published an updated Mission, Vision and Values developed by the membership committee. The goal of the update is to help us more clearly articulate the purpose of IRMA and what the organization does, what members value about IRMA, why they are members of the organization and what keeps them involved.

Regardless of its name, the original intent of those first two members has remained the same for more than 60 years. Free and open communication among members is the heart and soul of the organization.

Contact Us

We encourage other regional publishers to join and we welcome publishing industry suppliers as sponsors.

Questions? Contact Joyce Byrne, Executive Director

IRMA's Leadership Team

2023-2024 Board of Directors


  • President: Kelly Mero, Publisher, Arizona Highways
  • Secretary: Annie Stoltie, Editor, Adirondack Life
  • Treasurer: Andrea Lin, Publisher, Texas Highways


  • Edward Graves, CEO, New Mexico Magazine
  • Michelle Kelly, Editor and VP Content, Cottage Life
  • Kathe Lemon, President, Co-Owner, Avenue Magazine
  • Ken Smith, SFG Sponsor Board Member

Presidents Council

  • 2020/2022 President: Mark Mahorsky, Creative Director, Texas Highways
  • 2019/2020 President: Shawn Dalton, Creative Director, Saltscapes
  • 2018/2019 President: Errol Laborde, Editor-in-Chief, Louisiana Life/Acadiana Profile
  • 2017 President: Penny Caldwell, Publisher, Cottage Life
  • 2015-16 President: Chris Amundson, Publisher, Colorado Life and Nebraska Life
  • 2012-2014 President: Win Holden, Publisher, Arizona Highways
  • 2010 President: Danita Allen Wood, Publisher, Missouri Life
  • 2008 President: Jim Gourlay, Publisher, Saltscapes
  • 2007 President: Joan Henderson, Publisher, Oklahoma Today
  • 2001 President: Al Zikovitz, President/Publisher, Cottage Life Magazine

Texas Highways has been a member of IRMA since 1977. Over the years, the information we have learned at the conferences and via personal communication with other members has been invaluable to the continued success of our publication. No other conference compares for us.”

no-pic Joan Henderson, Past President
Texas Highways Magazine; Travel Information Division Director, TxDOT

We welcome new members and sponsors!Contact Us