At 417 Magazine, local love comes naturally to us, and we’re here to root for the people, places and experiences that make our home in southwest Missouri unique.
In your mailbox, your inbox, or your neighborhood, we’re always in your corner as the go-to source for good times that need to be shared. We cover the best-kept secrets and beloved traditions of the Ozarks, from our headquarters in Springfield, Missouri to surrounding communities and driving-distance destinations.
Telling the story of our region since 1998, the 417 brand includes the flagship 417 Magazine, Biz 417 and year-round signature events.
We work hard to keep you in-the-know with stories backed by years of credibility and community engagement. We're here to shine a light on our community and to inspire a life full of experiences, passion, purpose and pride in 417-land.
We’re the cheerleaders for 417-land.
We discover the best of 417-land for our audience.
We are accurate and fair, not controversial or political.
We bring people together.
We point to what’s next and what’s best.
We are proud to introduce you to the passionate 417-landers who work to bring you what's best and what's next each and every day. Have a story idea or feedback for us? We'd love to hear from you so click on our photo to send us an email or try the old fashioned phone call, 417-883-7417. Yep, we actually pick up when you call.
417 Magazine was originally started by Radio 2000 (R2) in 1998. In 2000, R2 sold its radio stations, and the magazine was left struggling to stay afloat. The remaining R2 partners approached Whitaker Marketing, founded by Gary and Joan Whitaker in 2000, for help.
The Whitakers researched how a city magazine could be successful and presented a marketing plan to R2. R2 said it didn’t have the talent to pull it off and asked the Whitakers to buy the magazine. Initially, Joan said "no," but Gary said "why not?" So, on May 17, 2001, they bought 417 Magazine. Their son Dylan joined the business and wore several hats as they added 417 Home, 417 Bride, Biz 417, multiple events, websites, e-newsletters and more. In 2019, Gary was awarded CRMA’s highest honor for 417 Magazine’s impact on the regional magazine industry earning their Lifetime Achievement Award.
In 2006, after graduating from MU School of Journalism and leading a successful career in New York and St. Louis, their daughter Logan Aguirre joined 417 Magazine in sales and marketing, eventually training under her father Gary as Associate Publisher. In 2015 she helped launch Biz 417. When Dylan retired in 2016 she was named President, and in 2020 purchased the company from her parents. Under her leadership 417 and Biz 417's monthly audiences have grown significantly, and Logan has introduced brand extensions like The Legacy Network, Remark/Able and Experience 417, growing and building the brand of 417 beyond the pages of the magazine. In 2024, 417 Magazine underwent an extensive redesign for the first time since its first publication, with Logan realizing a vision to help carry the brand into the future. Today, Logan also continues her dad’s legacy of impacting the regional magazine industry by serving as a CRMA board member.
(2024) Great Game of Business All-Stars
(2024) Finalists in the Springfield Area Chamber of Commerce’s 2024 W. Curtis Strube Small Business Award
(2024) American Advertising Awards, Gold Award, Magazine Design Series for 78 Craveable Lunches Cover & Feature
(2024) American Advertising Awards, Silver Award, Cover Design for Top Doctors
(2024) American Advertising Awards, Silver Award, Editorial Spread or Feature for 10 For the Next 10
(2024) American Advertising Awards, Silver Award, Editorial Spread or Feature for Cool Down in Ozarks Caves
(2024) American Advertising Awards, Silver Award, 417 Magazine’s Ariake Food Review
(2024) American Advertising Awards, Silver Award, 417 Magazine’s Backyard Nature Photography
(2023) Great Game of Business Healthy Companies All-Star Award
(2020–2022) Great Game of Business All-Stars.(2022) American Advertising Awards, Silver Award, Editorial Spread or Feature Design for Biz 417’s Women Who Mean Business
(2022) American Advertising Awards, Silver Award, Editorial Spread or Feature Design for 417 Magazine’s Guide to Pizza
(2022) American Advertising Awards, Silver Award, Campaign for 417 Magazine’s Leong’s Asian Diner
(2021) Gold Award for Best Explanatory Journalism from The Alliance of Area Business Publications for What We Can Be (September/October 2020)(2021) American Advertising Awards, Silver Award, Photography: 417 Magazine’s 2020 Best Dressed Feature Story
(2021) American Advertising Awards, Silver Award, Copywriting: #417Strong Video
(2020) Gold Award for Best Explanatory Journalism from The Alliance of Area Business Publications for Altered State (September/October 2019)
(2020) American Advertising Awards, Gold Award, Print: Publication Design Editorial Feature, 417 Magazine’s Meals for a Steal Cover Story
(2020) American Advertising Awards, Silver Award, Print: Still Photography Campaign, 417 Magazine’s Best Dressed Feature
(2020) American Advertising Awards, Silver Award, Print: Magazine Design, Springfield Little Theatre’s 85th Anniversary Program
(2020) American Advertising Awards, Silver Award, Print: Magazine Advertising Campaign, Justice Jewelers
(2020) American Advertising Awards, Silver Award, Print: Magazine Advertising Campaign, Regent Bank
(2019) Folio: 100 honoree in the Strategist category, Audience Development Director Dayle Duggins
(2019) City and Regional Magazine Association Lifetime Achievement Award, Gary Whitaker
(2019) American Advertising Awards, Silver Award, Print: Magazine Advertising Campaign, Atlas Security
(2019) American Advertising Awards, Silver Award, Print: Magazine Advertising Campaign, John's Suite Shop
(2018) American Advertising Awards, Judges’ Award and Gold Award, Best Magazine Advertisement, Farr Better Plumbing
(2018) American Advertising Awards, Silver Award, Best Magazine Advertisement, Sho-Me Real Estate
(2018) American Advertising Awards, Silver Award, Best Advertising Campaign, CB Social House
(2018) President Logan Aguirre named to Springfield Area Chamber of Commerce Board
(2017) Missouri Division of Tourism Navigator Media Award, 417 Magazine
(2017) The Alliance of Area Business Publishers Multimedia Award (Bronze), Biz 417 20 Under 30 online feature
(2017) Folio: Magazine Top Women in Media honorees in the Corporate Visionaries category, President Logan Aguirre
(2017) Niche Media Best Company Culture, 417
(2017) Niche Media Best Niche Event Launch, Biz 417 Think Summit
(2017) AITP of the Ozarks Excellence in Technology Awards, Finalist: Best Use of AV, 417 Magazine Fashionation
(2017) American Advertising Awards, Silver Award, Heim, Young & Associates
(2016) Folio: Magazine Folio: 100, Publisher Gary Whitaker
(2016) Niche Media Best Niche Social Media Ecosystem, 417 Magazine
(2016) City and Regional Magazine Association Finalist in the category of General Excellence, 417 Magazine
(2016) Niche Media Best New Niche Magazine, Biz 417
(2015) Junior League of Springfield Cheri Clark Bouquet of Enthusiasm Award, President Logan Aguirre
(2015) SecondStreet Awards Finalist: Best Promotions Campaign, 31 Days of Giveaways
(2014) Assoc. Of Fundraising Professionals National Philanthropy Day, Outstanding Media Organization Award, 417 Magazine
(2014) City and Regional Magazine Association Finalist Best e-newsletter, 417 Weekend Pass
(2013) Springfield Area Chamber of Commerce W. Curtis Struble Small Business Award Finalist, 417
(2013) Folio: & min FAME FAME Awards Honorable Mention Best Regional Magazine Event, 417 Magazine's The List Party
(2013) Springfield Business Journal 40 Under 40, Editor Katie Estes
(2013) 417 Magazine 20 Under 30, Vice President of Operations Megan Johnson
(2011) City and Regional Magazine Association Leisure/Lifestyle Interests Winner, Ultimate Asian-Food Guide (April 2010 issue of 417 Magazine)
(2011) Assoc. Of Fundraising Professionals National Philanthropy Day Ozarks Region Philanthropic Media Organization of the Year, 417 Magazine
(2011) State of Missouri Silent Hero Award, Gary Whitaker
(2008) Missouri Wine and Grape Board Media Award, 417 Magazine
(2006) Springfield Area Chamber of Commerce W. Curtis Struble Small Business Award Finalist, 417
(2008) American Advertising Association Silver Medal Award, Gary Whitaker
(2008) Springfield Business Journal 20 Most Influential Women, Joan Whitaker
(2008) Springfield Business Journal 40 under 40, Logan Aguirre
(2006) Folio: Folio:40, Gary Whitaker
(2005) Springfield Business Journal Dynamic Dozen, 417
(2002) Missouri Community College Association Media Award of Excellence, Gary Whitaker, 417
(1998) Springfield News-Leader The Best of Springfield, 417 Magazine
