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The zine was allegedly a fanzine devoted to Erica Ehm, a Much Music VJ, it was in fact a spoof of typical fanzines and parodied other magazines, Among its regular features were "Famous Hat Collectors Cards"' and "Compare & Contrast", a column that compared Ms. Ehm to variety of people and inanimate objects. At the peak, circulation reached 8,000 copies with a typical readership of 35,000. Ehmphasis won Canadian Amateur Press Association awards in 1989,1990 and 1992 for best amateur humour 'zine. After Erica retired from Much Music in 1994 readership declined and it was decided to close down in 1998.