We are not a student or activist title and our reader is certainly a more discerning female consumer. We are a magazine for people who would buy and pay a little more for 'ethically sound' products, while also demonstrating that Fairtrade, organic and recycled products do not always carry a premium.
What editorial changes have you made to the title?
We have extended the refreshment feature in our Food and Drink section to include a regular product review. This will focus on a different product group for each issue, ranging from wines and spirits to fruit smoothies and herbal teas. Our July/August issue will also see the addition of a regular entertainment section, which will review books, films, music and so on with an ethical focus.
What will you cover?
If it's ethical, we'd love to hear about it. Fairly traded home furnishings, natural skincare and organic foods all very much fit with the ethos of the magazine, as do campaigns on environmental issues such as climate change or recycling. We don't include profiles or interviews with MDs or entrepreneurs. We'd rather hear about the company, campaign or product itself than the person behind it.
What tips do you have for PRs?
We're a bi-monthly magazine, so it's important that we receive information as far in advance as possible. For example, any information on promotions and events planned for September's Organic Fortnight would need to be with us by July to be considered for our September/October issue. The first thing we look at is why or how a product, service, story or company is ethical, so it's a big help if this information is highlighted early in the release. It's also useful to see some example images.
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