The 33-year-old bastion of meatless cooking is considering changing its name to Greens, a move editor-in-chief Elizabeth Turner says is aimed at broadening the appeal of the magazine.
She says only about half the magazine’s readers are vegetarians; the rest merely dabble with meatless cuisine. The magazine wants to see how many other dabblers could be attracted with a new name. But Turner says that’s all that will change.
“The mission of the magazine would not change, but we thought we might reach more people and get more people excited about eating low on the food chain,” she says.
To test the new name, the magazine is printing two versions of the newsstand copies of the October and November/December issues, some with the traditional Vegetarian Times logo, others with Greens.
Everyday With Rachael Ray magazine is getting a bit greener too. Starting with the November issue, the magazine will be printed on paper that uses 85 percent recycled fibers.
The magazine’s content also is getting an eco overhaul. It will regularly offer tips to help readers make ecologically sustainable choices and regularly highlight eco-friendly products.
J.M. Hirsch, The Associated Press
