Two magazines that aim to cash in on the boom in organic produce
will launch within a week of each other next month.
London publisher wViP, which also owns Women's Health, Pregnancy, new
baby and WellBeing magazines, launches organic on 17 May. Five days
later, Berkhamstead-based AOB Publishing - whose other magazine is an
aviation title, Wingspan International - brings out Organic Life.
Retail sales of organic food and drink shot up by 55 per cent to pounds
605m last year, according to the Soil Association. Yet the only other
magazine dedicated to the sector, Organic Living, has recently gone into
Neither of the latest entrants is perturbed by this, and promise that
their titles will offer product news and features. Organic launch editor
and publisher Dan Bromage said: 'It is the right time for a major
consumer player with a background in health and the women's market. We
will see (organic product) prices come down and choice increase.'
A spokesman for Organic Life said: 'This is a lifestyle, rather than
just food, magazine.' He admitted that Organic Living may have been
'ahead of its time'.
Both magazines will be distributed via supermarkets as well as
newsagents, alongside competitors such as Sainsbury's Magazine and BBC
Although Organic (which will retail at pounds 2.70) is billed as a
quarterly publication, Bromage said he will take it bimonthly
The next issue is, in fact, planned for July 'barring disasters and a
total misreading of the market', he added. He expects readership to be
75 per cent women, with core readers aged between 28 to 35-years-old,
either with a child or planning a family.
Contributors include chef Anthony Worrall-Thompson and Soil Association
director Patrick Holden.
Francois Prins is editor of Organic Life, while David Oliver is features
editor. The initial print run is 30,000 and the price is pounds 3.