MEDIA: Organic mags hope to profit from boom

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

receivership.



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

Good Food.



Although Organic (which will retail at pounds 2.70) is billed as a

quarterly publication, Bromage said he will take it bimonthly

immediately.



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.



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