Subscribers: 1,200 Circulation: 5,000

But then further down the page they state that they have a circulation of 4,000. Hmmm, perhaps business isn't good? And this is my main point of contention. How can anything that is read by 5,000 people even assume to be more than just a drop in the bucket? For them to state "PARACHUTE may well be the best-read and best-appreciated Canadian journal abroad. It has served as an indispensable tool for curators from here and abroad who are preparing exhibitions and seeking information on Canadian art." C'mon gimme a break. If you want to say the same thing with a slightly less positive spin, try this: PARACHUTE is not read by a single person in Canada so we have been forced to give it away in countries where they don't understand either of our languages to people who appreciate really thick spined magazines on their bookshelves because they make them feel impo'tent.

Resorting back to the dictionary:

1in•flu•ence \"in-'flu-en(t)s, esp Southern in-"\ noun [ME, fr. MF, fr. ML influentia, fr. L influent-, influens, prp. of influere to flow in, fr. in- + fluere to flow — more at fluid] (14c)
1 a : an ethereal fluid held to flow from the stars and to affect the actions of humans
b : an emanation of occult power held to derive from stars
2 : an emanation of spiritual or moral force
3 a : the act or power of producing an effect without apparent exertion of force or direct exercise of command
b : corrupt interference with authority for personal gain
4 : the power or capacity of causing an effect in indirect or intangible ways : sway
5 : one that exerts influence
under the influence : affected by alcohol : drunk

(C)1996 Zane Publishing, Inc. and Merriam-Webster, Incorporated. All rights reserved.

While I personally find idea of Chantal Pontbriand and definition 3b, to be somewhat intriguing, it is at best laughable, the most appropriate definition is 4. Unfortunately, I don't much see what effect Parachute Magazine has caused. Then again, I am only looking in some very specific places such as public awareness, or more specifically a change in public awareness. And I am certain that if I were to stop a dozen people on the street, right in front of the gallery, an even dozen people would have never have heard of the magazine Parachute (and as I have mentioned before, the magazine's offices are a block away from here).

On the other hand, Ms. Pontbriand might be thinking about some sort of "International" influence. So let's track that down, ok?