Bay Area Bookseller Book Passage Announces Partnership with the Journal of Alta California

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Relationship with Book Passage Highlights Alta’s Literary Aspirations

Bay Area bookseller Book Passage today announced a strategic marketing and content relationship with the Journal of Alta California, a vibrant new print and online magazine launched this month by William R. Hearst III. The two organizations will collaborate on in-store author events and promotional campaigns under the joint branding of “Book Passage and Alta Present.” The partnership will focus on bringing the best of literary minds to their respective subscribers and customers.

Known as the “Bay Area’s liveliest bookstore,” Book Passage hosts more than 800 author annual events in its three locations and throughout the Bay Area. Last month, bestselling international author Salman Rushdie appeared at the Corte Madera store, and next month Book Passage is hosting Alec Baldwin in conjunction with San Francisco’s Curran Theatre. Book Passage also provides more than 100 writing classes for adults and children and offers major writing conferences for travel, mystery and children’s book writers.

“Our partnership with the Journal of Alta California will complement our goal of bringing writers and readers together to help grow the already vibrant literary community in the Bay Area,” said Elaine Petrocelli, owner of the Book Passage stores. “We are excited with the possibilities of our collaboration with Alta magazine in the months to come.”

Alta magazine, published quarterly, launched October 3 featuring Frank Gehry on its cover, interviewed by William R. Hearst III. Other stories in the debut issue include an examination of the roots of sexism in Silicon Valley, a story on actresses and their lifestyle brands, and an Indiana Jones-like tale of a William Randolph Hearst-sponsored expedition to bring Arabian horses from the Middle East to California after World War II.

“The time is right for a smart, in-depth magazine with a Western perspective,” said Will Hearst, whose family has had a legendary place in California journalism for more than 130 years. “Alta’s partnership with Book Passage matches up well with our plans to provide literate, interesting coverage for people who love California. We’re thrilled to partner with such a well-respected Bay Area bookstore.”

Based in San Francisco and founded by William R. Hearst III, Alta is a celebration and examination of all things about California and its environs: the lifestyle, the history, the people, the environment, the arts, the culture, the politics. Trends start in California; Alta identifies those trends and brings them to light and into focus. Drawing on inspiration from magazines such as The New Yorker, Vanity Fair and Rolling Stone, Alta is smart, witty, literary, informative and newsy. Alta is a multimedia entity: a quarterly magazine, a daily website and social media, and a regular series of events featuring talks by interesting people. Above all, Alta treasures great journalism, great storytelling and beautiful images. For more information, go to

Book Passage has served the San Francisco Bay Area literary community for more than 40 years through its three stores in Corte Madera, San Francisco, and Sausalito. Book Passage is an innovator in bringing the world’s finest authors to the Bay Area. Presidents and prelates, network anchors and front-line journalists, Nobel Prize-winners and first-time novelists—all have been part of the thousands of authors who have spoken at Book Passage. The bookseller hosts major writing conference throughout the year, as well as language and writing classes. The bimonthly Book Passage News & Reviews is read by more than 40,000 people worldwide. For more information and for scheduled events, visit

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