Administration reverses course on Vermont Life Magazine sale

The Scott Administration is changing its tune when it comes to selling Vermont Life Magazine, the publication with pretty pictures that's $3-million in debt. They now see it as part of a plan to recruit new residents.

Lawmakers last year directed the state to explore options for the troubled magazine's future, including selling or licensing the publication to someone else. But Thursday the governor's team said the state will now keep it. Officials say they consider the magazine and its 50,000 subscribers too valuable to give up.

"We think that there's a bright future for Vermont life, whether it's as a magazine in the near-term or long-term -- just as a media asset going forward," said Vt. Commerce Secretary Michael Schirling.

Vermont Life magazine also fits into the Scott Administration's new effort to recruit working age people to Vermont. Schirling saysthe magazine will be a part of the state's targeted messaging program that aims to recruit workers and turn tourists into residents. People who have already spent time in the state will be the top priority.

"The hope is that we use contemporary technology, social media, digital marketing content, and we're able to identify folks that have some thread of Vermont, some connection," Schirling said.

Another element of the plan -- the administration wants people displaced by hurricanes last summer to move to Vermont. "There are folks from all over that -- whether it's in one of those areas affected or elsewhere -- that are looking for opportunities," Schirling said.

The administration has asked lawmakers to set more than $3 million aside in the current budget to help jump-start the effort.

But House Appropriations Committee Chairman Kitty Toll, D-Danville, says she wants more details before committing to paying for the strategy. "I'm excited about any new thinking of any new strategy that would build Vermont, increase our population, increase jobs, increase new business," she said.

Governor Scott will unveil more details of his recruitment plan during his budget address later this month.