Walk into almost any restaurant, shop, museum, or hotel in Salem, Massachusetts, and you’ll find it: a vibrant, full-color magazine filled with event listings, business spotlights, and the iconic walking map that’s been guiding visitors through the Witch City since 1981. Haunted Happenings Magazine isn’t just another tourism publication—it’s the heartbeat of Salem’s business community, and publisher Aimee Chouinard is its dedicated champion.
Salem is More Than Halloween in October
“Salem is more than Halloween in October—keeping you connected 365!” This isn’t just a tagline for Aimee Chouinard; it’s a mission that drives every decision behind Haunted Happenings Magazine and its sister publication, Best Maps. While Salem draws over a million visitors during October’s world-famous Haunted Happenings festival, Aimee recognized early in her publishing career that local businesses need consistent support throughout the entire year—including the critical holiday shopping season.
“Aimee works all year to ensure every shop, restaurant, attraction, etc. is covered,” notes one grateful business owner. “Thank you Haunted Happenings Magazine (Aimee) for all you do to make planning a trip to Salem a wonderful experience.”
That year-round commitment is exactly why Haunted Happenings Magazine joined Holiday Happenings as a Premium Partner, supporting Salem’s initiative to create cohesive holiday marketing that extends beyond October’s spooky season.
The Story Behind Salem’s Essential Guide
Haunted Happenings Magazine traces its roots back to 1981, when Salem’s tourism industry was just beginning to embrace the city’s unique character and witchy heritage. Over the past 44 years, the publication has evolved from a simple event guide to a comprehensive tourism resource that distributes over 100,000 copies annually and maintains a robust digital presence year-round.
Aimee Chouinard acquired the publication in 2005, bringing with her over 20 years of experience in marketing, communications, public relations, and content strategy. As CEO of Chouinard Consulting and owner of Best Maps, Aimee transformed Haunted Happenings Magazine into more than just a seasonal publication—she built it into an essential year-round platform connecting Salem’s 8,700+ Instagram followers and 26,700+ Facebook fans with local businesses and events happening 365 days a year.
“People don’t just use Haunted Happenings Magazine to find their way around Salem during October,” Aimee explains through her work. “They use it to plan visits year-round, discover hidden gems, and make lasting memories throughout every season.”
What Makes Haunted Happenings Magazine Different
Free, Accessible, and Comprehensive
Unlike many tourism guides that charge fees or require subscriptions, Haunted Happenings Magazine remains completely free to visitors. The publication is distributed throughout Salem and the North Shore at hundreds of locations including museums, sites and attractions, restaurants, shops, and lodging facilities, with distribution extending along Routes 128, 95, and Route 1 towards Boston and points north.
Every business featured in the magazine receives an unlimited supply for their establishment, ensuring visitors can easily access information about Salem’s offerings wherever they are.
The Legendary Best Maps Walking Map
Perhaps the most iconic feature of Haunted Happenings Magazine is the Best Maps walking map—that colorful, foldable guide that’s become synonymous with navigating Salem. This detailed map marks every business location, making it easy for visitors to plan their downtown adventures whether they’re holiday shopping in December or exploring historic sites in April.
“The walking map is essential,” shares a local business owner. “Visitors use it to find us, and having our location clearly marked brings tons of foot traffic through our doors.”
Digital Innovation
While maintaining its print presence, Haunted Happenings Magazine has embraced digital innovation with:
- Interactive Digital Magazine: The full magazine experience online at hauntedhappeningssalem.com
- Live Event Calendar: Updated year-round with Salem happenings from January through December
- Business Directory: Searchable listings with detailed information and direct links
- Active Social Media: Daily updates on Instagram (@hhmagazine) and Facebook keeping followers connected with Salem news, events, and insider tips
- Content Marketing: Blog posts, reels, and stories showcasing Salem’s diverse offerings beyond October
Supporting Salem Businesses Year-Round
The impact of Haunted Happenings Magazine extends far beyond providing maps and event listings. For many Salem businesses, the magazine represents their primary marketing vehicle for reaching tourists—and the results speak for themselves.
“Aimee’s Haunted Happenings Magazine got us tons of traffic in the door and in Salem, that is important,” shares one business owner. “Sept. and Oct. are our make or break months and her efforts made our haunting season work.”
But Aimee’s commitment doesn’t end when October does. The magazine continues promoting Salem businesses through the holiday season, helping visitors discover local shops for unique gifts, restaurants for festive dining, and winter events that make Salem magical year-round.
The Woman Behind the Magazine
Aimee Chouinard’s journey to becoming Salem’s premier tourism publisher reflects her diverse background in marketing, communications, and community building. With credentials including roles at Greater Salem Employees Federal Credit Union, social media consulting, and healthcare advocacy, Aimee brings a unique perspective to publishing that prioritizes relationship-building and authentic community connection.
Her LinkedIn profile describes her as “a Marketing and Communications Leader with 20+ years of experience helping brands tell their stories in ways that inspire action.” That storytelling expertise shines through every issue of Haunted Happenings Magazine, which doesn’t just list businesses—it celebrates them, sharing the unique narratives that make Salem’s independent shops, restaurants, and attractions special.
“Known as a connector and team supporter, I bring curiosity, optimism, and vision to every project,” Aimee notes. That connector role has made her an invaluable resource for Salem businesses seeking to reach tourists, and for visitors seeking authentic local experiences beyond the typical tourist trail.
Planning Your Salem Visit: How to Use Haunted Happenings Magazine
Whether you’re visiting Salem for holiday shopping, exploring historic sites, or discovering the city’s vibrant dining scene, Haunted Happenings Magazine provides everything you need to plan the perfect trip:
Before Your Visit
- Explore Online: Visit hauntedhappeningssalem.com to browse the interactive digital magazine
- Check the Calendar: Review the live event calendar to discover what’s happening during your visit
- Follow Social Media: Follow @hhmagazine on Instagram for insider tips and real-time updates
- Plan Your Itinerary: Use the online business directory to identify must-visit shops and restaurants
During Your Visit
- Grab a Free Copy: Pick up Haunted Happenings Magazine at your hotel, any Salem restaurant, or hundreds of other locations
- Navigate with Best Maps: Use the walking map to explore downtown Salem efficiently
- Discover Hidden Gems: Check business listings for unique shops and experiences beyond the main tourist areas
- Stay Updated: Follow Aimee’s social media for day-of recommendations and insider Salem experiences
Year-Round Usefulness
Unlike publications that focus solely on October, Haunted Happenings Magazine remains relevant throughout the year:
- Holiday Season: Discover unique gift shops and festive events November-December
- Winter: Find cozy restaurants and indoor attractions during colder months
- Spring: Explore outdoor sites, gardens, and seasonal festivals
- Summer: Navigate waterfront activities, outdoor dining, and warm-weather events
- Fall: Experience Salem’s famous October festivities plus quieter September events
The Future of Salem Tourism
As Salem continues evolving as a year-round destination, Haunted Happenings Magazine stands ready to support that growth. Aimee Chouinard’s vision extends beyond simply publishing event calendars—she’s building a platform that strengthens Salem’s business community while helping visitors discover authentic local experiences.
“Let’s make 2025 a year to remember!” Aimee writes in her New Year message to readers. “Stay tuned for more updates, and don’t forget to tag us in your Salem adventures using #hhmagazine and #salemma365.”
That enthusiasm for Salem’s future, combined with 44 years of trusted guidance and Aimee’s two decades of publishing experience, ensures Haunted Happenings Magazine will continue serving as Salem’s essential tourism resource for years to come.
Connect with Haunted Happenings Magazine
Get Your Free Guide:
Pick up Haunted Happenings Magazine at hundreds of Salem locations or explore the digital version at hauntedhappeningssalem.com
Follow the Salem Conversation:
Instagram: @hhmagazine
Facebook: Haunted Happenings Salem Magazine
Contact:
PO Box 24, Peabody, MA 01960
For Business Advertising:
Learn about advertising opportunities and year-round promotion at hauntedhappeningssalem.com/advertise
Whether you’re planning your first visit to Salem or you’re a regular who returns every season, Haunted Happenings Magazine remains your trusted guide to experiencing the magic of the Witch City—365 days a year.