'Alternative' Has Gone Mainstream in Booming Health/Nutrition Sector
TIBURON, Calif., March 4 /PRNewswire/ -- It's no longer rare to hear a neighbor or co-worker talk about her yoga class, massage therapist or chiropractor: these traditional forms of healing have been heartily embraced by the mainstream. Adopting alternative therapies -- alone, or alongside Western medicine -- is now commonplace for many Americans. In the past two months, both Time and Newsweek ran in-depth packages documenting the rise of alternative medicine and its growing acceptance among Americans. It couldn't be a more perfect time for the rebirth of a magazine about alternative health.
With its March issue, Alternative Medicine, published by Tiburon, CA-based Alternative Medicine, re-launched after five years on the newsstands. The re-launched Alternative Medicine has a new look and a new editorial formula, giving the magazine a more mainstream appeal.
"We want to make the field of alternative medicine accessible to everyone, from the passionate long-time user of alternative health care to the person who is just starting to experience the limits of conventional medicine," says Clare Ellis, editor, formerly of Hippocrates, Longevity and Health magazines.
"The magazine aims to be an authoritative source of credible information: We do the research so we can tell you what works and what to watch out for."
Alternative Medicine's new mission is upbeat and positive, concentrating on preventing an entire range of ailments or pain -- from allergies to cancer -- instead of focusing only on how alternative therapies can ease pain from terminal or life-threatening illnesses. The latest issue includes features on good-for-you fats and aromatherapy's anxiety-alleviating properties.
Blair Kellison, Alternative Medicine's president, and Ellis have assembled an impressive group of health journalists for the magazine's re-launch, including Executive Editor Nan Wiener and Managing Editor Katherine Griffin, both from Health. Kellison also hired design director Jonathan Tuttle, formerly of Parenting and BabyCenter.com, to redesign the title. With help
from the edit team, Tuttle has added more departments and more graphic entry points, making the magazine more accessible. He's also given the title a glossier look by placing a greater emphasis on photography.
With this new editorial mission and redesign, the 105,000-circulation Alternative Medicine is primed for growth -- although, says Kellison, it's already grown enormously in the past few years. "Last year was the year when lots of magazines had a really hard time," he says. "During that year we grew our advertising 40 percent, we moved from six to nine issues, and improved our
per-issue advertising." It's a big step for a company that started as a book publisher in 1994, with company founder Burton Goldberg's best-selling Alternative Medicine: The Definitive Guide. While the company still produces books about alternative health, it's focusing heavily on the magazine, says Kellison.