2 Minutes with ... Keith Wilson Editorialdirector, Organic Life

The first edition hits the shelves on 21 October - tell us about the new mag.

Organic products other than food are a growing market. This isn't a fad, but a lifestyle shift, and we felt a magazine was needed to accommodate this.

What's the editorial stance?

The magazine's focus is seasonal. We live in a consumer culture that expects strawberries all year long, but we take the stance that there are proper times to grow certain foods.

What about the content?

About half the content is food-related, the rest covers environmentally sound health, beauty, home and holiday products. As well as reviews, growing tips and recipes, we run features on ethics, sustainability and health concerns - all issues that affect decisions on organic products. We also cover trends such as farmers turning back to organic meat production.

Regular features will include organic menus and gardening planners for people who grow their own vegetables - all done around seasonal produce.

Give us a taste of what is in the first issue.

We've got an interview with Green & Black's founder Craig Sands and a piece on a woman who improved the health of her attention-deficit-disorder-suffering son through changing his diet.

Who is your target audience?

Affluent women aged 35-55 who spend more than the average consumer in return for better quality goods and environment.

What do you want to hear about from PROs?

Anything to do with organic food or environmentally sound products or events.

And who are you competing against?

We don't have any direct competitors, but on the food side there's crossover with titles such as BBC Good Food Magazine and Olive.

Circulation: 65,000 Frequency: Monthly Lead time: 8-10 weeks from sale date Contact: jamesbl@thegmgroup.com

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