In August 1989, I began work as editor of Benefits Canada.
It was then that publisher John Milne informed me that Benefits Canada had a new special edition entitled Pour le Québec.
“Pour le Québec?” I said. “So, this new edition is for Quebec?”
“Yes,” said publisher Milne proudly. “The Quebec benefits and pension community is very active, and Quebec’s unique regulatory environment calls for special focus.”
“Written in French?” I asked sheepishly.
“Of course, you idiot,” said publisher Milne. “That’s the language of Quebec.”
“But I don’t speak French.”
Publisher Milne went on to tell me that wasn’t a problem. Stories were assigned in French. Written in French. Translated into English. Edited in English. And then translated back into French.
“Don’t worry. Your associate editor is taking French lessons,” said publisher Milne.
I didn’t start worrying until my first trip to Montreal with the associate editor. Fresh from his language lessons he strode confidently up to the reception desk as we were checking in.
“Good afternoon,” he said. “I am here to check in.”
He was speaking English. Not a good sign.
That was how Avantages started. Fortunately, we were able to hire a very capable French-speaking editor. Under the tutelage of the gracious Antoine Di-Lillo, Avantages grew into an important sister publication to Benefits Canada. And the magazine played an important role as the Quebec benefits and pension community formed the most robust chapter in the Canadian Pensions & Benefits Institute.
As Toronto magazine publishers, we were always very proud of Avantages. Its existence made our little publishing venture a truly national undertaking. More importantly, the insights and perspectives we gained by being actively involved in Quebec, improved our Toronto operations and significantly contributed to our growth.
So, thank you Avantages.
Have a wonderful birthday.
– Paul Williams, former publisher
To read the 25th anniversary issue, visit the Avantages website.