Media Relations: 2 minutes with... Joanna Yarrow, Editor, eco-you

Big Spark Publishing launches green lifestyle magazine eco-you later this year with GMTV's sustainable living expert Joanna Yarrow at the helm. What does the magazine aim to cover?

Joanna Yarrow: Editor
Joanna Yarrow: Editor

Eco-you focuses on all aspects of daily life from fashion to finance, but from an eco-friendly perspective. We aim to tackle important issues but with a human-interest angle. It will be free of charge and available in Tesco and Sainsbury's from September.

How do you differ from your competitors?

Firstly, we are free. Secondly, we focus more on human-interest and people's relationships with key issues and human dilemmas. And thirdly, we aim to be fun, upbeat and give some glamour to the female readers.

What sections should readers expect to see?

We have health, beauty and fashion features and a food section that lists seasonal fruit and vegetables. Our interiors section will feature former Changing Rooms presenter Oliver Heath demonstrating how to make your home eco-friendly. All sections feature behavioural change tips.

Who are you expecting to read eco-you and what will they get out of it?

The readership will be busy, but broad-minded, women who are interested enough to pick it up. The magazine dispels eco-myths and eco-dilemmas through a combination of simple facts and information, as there are far too many contradictory stories out there. We want to prove that eco-living is not expensive or time-consuming.

What advice can you offer PROs pitching to eco-you?

We will be looking for green celebrities to interview. Organic beauty products are always a favourite so give us a heads up on what is new to the market. Overall be quirky, whether it is a real-life story or putting me through my paces at an army boot camp. Email press releases far in advance, especially events-related items.

Circulation 100,000
Deadline 2 August for September issue
Frequency Quarterly going bi-monthly

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