In addition to music, movies, television, and contests, it featured a variety of articles on social issues such as the environment, healthy eating habits, and self-help in cooperation with Kids Help Phone.

They started out making educational films about subjects such as bicycle safety & rules of the road (Right Riders), first aid, and alcohol and substance abuse (Mr. Finley's Pharmacy, Choose).

This became a series of five comics published with Marvel for distribution across Canada by police officers visiting elementary schools while on their safety talks.

This magazine contained was lifestyle tips, Blue Jays facts and a comic strip that represented the diverse culture of the new generation of Canadian kids.

The Jr. Jays comic strip continued to run, even though The Mag began to focus more on music, movies, TV and other popular entertainment.

The entire cover price of The Mag was donated to the Canadian Association of Chiefs of Police for youth programming and Kids Help Phone.