Sabot Publishing Inc.
301 Concourse Blvd. Suite 350
Glen Allen, VA 23059
804.346.0990
http://www.vegetariantimes.com
When it launched in 1974 Vegetarian Times catered to the granola set. But as vegetarianism moved into the mainstream, so did the magazine, which now offers a smorgasbord of
stories that could whet the appetite of many PR executives and not just those with a "crunchy" story to tell. The monthly publication, with a circulation of 275,000, serves a core
audience of vegetarians but more so aging baby boomers who have started to embrace healthier diets and lifestyles. Indeed, 70% of Vegetarian Times readers are not vegetarian; 13%
are vegan (not eating anything that came from an animal) and the remaining 13% are vegetarian (no meat consumption). Most readers are female, age 35-55, highly educated and
predominantly single. The publication indirectly competes with Natural Health and Cooking Light.
Content/Contacts/Deadlines
The feature well includes travel stories on, for example, the hot, new veggie bistro in Paris or the latest vegetarian cuisine in Shanghai. Other mainstays include profiles on
celebrity chefs -- what they munch on and their lifestyles - as well regular coverage on raw foods. The magazine is also digging into the trends of 'Slow' food, which started in
Italy in response to the fast food diet in America and has started to have an impact with people on this side of the Atlantic. "It's more natural, more organic, less refined
sugars," says Laurel Lund, editorial director and editor-in-chief. Ethnic foods are also covered, such as soul food and the Asian-Californian fusion that's grown in popularity
the last few years.
There are stories ranging from protection against allergies to eating disorders to how to handle the "dairy dilemma" or, in clinical terms what to do if you're "lactose
intolerant." A taste of the latest trends in body and beauty products help to round out the editorial, with monthly columns on vegan gourmet foods a column from chef to the stars
Akasha Richmond and the Fast Food column or how to prepare food in 30 minutes or less.
Contact for editorial is Carla Davis, [email protected] and for new products, Shane Speer, [email protected]. Both prefer e-mail to snail mail. Speer doesn't mind telephone calls. Get in touch anytime but give both of them two to four
weeks to respond. Deadlines are three months ahead of time but if you think the story or the subject is a big enchilada -- and want to make it to the editorial calendar, which is
devised in June -- pitch it four to five months out.
Pitch Tips & In The Pipeline
Despite the prominence of the magazine's title, "we still get sent beef and chicken, so obviously someone isn't really paying attention," Lund says. She likes pitches to have
"a good reason why we should run the story" and strong stats to back it up. The magazine will serve up another helping of ethnic foods in August, including the latest in
Lebanese, Korean and Native-American delicacies.
Also coming down the pipeline are stories on sexual health and "vibrational" medicines, more information on the development of Slow foods and all the veggies associated with
the Christmas, Hanukkah and Kwanza holidays.