Read Your “Greens” — Vegetarian Times Tries on a New Name

  • Posted by Editor
  • August 22, 2007

Posted by Faith Kramer on Paper Palate.

greens magazineCan’t find the September issue of Vegetarian Times on your newsstand?  Well, it might be because the publisher is doing a nationwide, two-issue, newsstand-only test of a renamed Vegetarian Times.  Look for a publication called Greens, with an orange cover featuring a colorful pizza.  The cover also sports a big green oval with the words “from the editors of Vegetarian Times.” The subtitle is “Eat Fresh. Choose Organic. Be Healthy.”

The outside may be different, but inside the issue is the regular September 2007 issue of Vegetarian Times subscribers and those not in the test markets will receive.

Why the (temporary) name change?  Spokeswoman Dayna Macy says the idea is to see if the name Vegetarian Times still resonates with the magazine’s readers and potential readers.  Celine Bleu, a marketing director with Active Interest Media (AIM), publishers of Vegetarian Times, Yoga Journal and other special interest publications, says the name Greens was chosen because it is seen as relating well to life today.  “Green living, green lifestyle and eating their greens” are all seen as desirable, Bleu says.

“When you have a brand, and it’s a venerable brand, after 30 years you take a look to see if that name still works,” Macy says.  While the name could change depending on reader reaction, the magazine’s concepts and scope will not.  Macy, communications director of AIM’s Healthy Living Group,  reassures readers that even if a name change does eventually happen (and it very well might not), the periodical will never include articles on or advertising for beef, chicken, fish or other non-vegetarian foods.

The publication, which debuted in 1975, quotes a monthly circulation of 245,350 according to its on-line media kit for potential advertisers.  About 84 percent of its subscribers are women.  The median age of subscribers is 45.5.  According to the website’s stats, the magazine’s readers are mostly college-educated homeowners.  One surprise, only 40 percent of subscribers self identify as vegetarians.  

While the AIM executives I spoke with didn’t address this, the test may be an attempt to reframe Vegetarian Times’ healthy lifestyle message and bring it to a younger audience or to people who have yet to make the association of vegetarianism with their attempts to live greener lives.

The September issue by any name is full of food and lifestyle features including articles on stocking your spice rack, learning how to blanch, braise and sauté, and taking care of your skin.  There is also a profile of winemaker Peter Mondavi Jr.  Mushrooms are showcased in the 1 Food 5 Ways section.  The 5 Ingredients feature gives directions for “real meals you can cook in a dorm” and the Veg Lite department highlights “guilt-free” recipes for the Jewish New Year.

Do you have an opinion about Greens vs. Vegetarian Times?  Have you spotted Greens at your newsstand?  Leave a comment below and let Paper Palate know.  I’ll pass along your feedback to the folks at Vegetarian Times.



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August 22nd, 2007
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Comment Number:
1
Written by:
Jacqueline
Posted on:
August 22, 2007 at 5:23 pm

I don’t like it. It’s as if they are afraid now to use the word vegetarian, even though those opting for more vegetarian meals and a vegetarian lifestyle are growing. Nope, I don’t like it!

Comment Number:
2
Written by:
Steve
Posted on:
August 22, 2007 at 9:55 pm

Vegetarianism throughout history has been about ethics, religious or secular. Many people have felt that animals are conscious beings with their own lives to lead and should not be killed unless it is necessary.

That is the idea “Vegetarian Times” started with so many years ago.

The idea that vegetarianism is not about ethics to animals, only health or “being green” is a new invention.

Years ago the editor Paul Obis sold out, finding it to boring to be a vegetarian. I believe one of his quotes was “20 years of tofu is enough”

Then came the targeting of this once fine magazine to meat eaters who are interested in occasional vegetarian recipes.

The name change is appropriate. It is the last stage of selling out.

Comment Number:
3
Written by:
FJK
Posted on:
August 22, 2007 at 10:48 pm

I think reaction such as yours is why they are testing the change.
When I saw the magazine, I had hoped it was a NEW publication from the editors of Veg Times. I think there is room in the marketplace for how they want to positin themselves.

Comment Number:
4
Written by:
Dan
Posted on:
August 23, 2007 at 3:59 am

I’m a subscriber and I think they should take pride in being vegetarian, and nudge people that way, not hide from it and dilute the message.

If you want to learn about real and proud vegetarianism/veganism, please visit Eco-Eating at http://www.brook.com/veg

Comment Number:
5
Written by:
Kelly
Posted on:
August 23, 2007 at 7:38 am

Well, honestly. They shouldn’t be using the name “Vegetarian” at all. Since the publication isn’t vegetarian.

Comment Number:
6
Written by:
Jul
Posted on:
August 23, 2007 at 8:30 am

I think the new name has the potential to draw in a larger audience. I hope it works!

Comment Number:
7
Written by:
Steve
Posted on:
August 23, 2007 at 3:07 pm

Looking at the way the magazine has changed over the years it seems to me that the staff of the Vegetarian Times lost interest in helping animals and lost interest in vegetarianism years ago.

To be honest, giving up on their values makes me slightly bitter.

However, I’m in favor of the name change.

I would much rather have a “new” magazine called “Greens” that is dominated by recipes friendly to a vegetarian diet than a magazine with “Vegetarian” in the title which never mentions anything about helping animals and publishing recipes that includes animal products.

This name change ends an ugly and embarrassing contradiction.

Comment Number:
8
Written by:
Faith Kramer
Posted on:
August 23, 2007 at 3:52 pm

If you attract more people to an even partial vegetarian lifestyle isn’t that better for the world and animals regardless of the reason they choose not to eat meat?

I can understand the betrayal (and the sense of a loss of resource) of those who have chosen to be vegetarian or vegan for religious or ethical reasons, though.

At this point, the publishers are not considering changing anything but the name. But if regular readers feel that VT has strayed too far from its original message or what they would like from a vegetarian-oriented magazine I certainly can understand and can relate.

I will be passing all comments on to VT’s publisher. If you would like to let the company know your thoughts directly, here’s the link to the contact page for VT:
http://www.vegetariantimes.com/contact_us/

Comment Number:
9
Written by:
Jacqueline
Posted on:
August 23, 2007 at 4:07 pm

I have responded to this article on my own blog… you can read it at www.vegetariannews.us

Comment Number:
10
Written by:
CAS
Posted on:
August 24, 2007 at 12:48 am

After my subscription runs out, I am switching to “VegNews” - they’re not afraid of what they believe, stand for, and promote, and most important - they truly speak to me and my needs.
Veg-Times isn’t strictly a vegetarian magazine…it hasn’t been for years. They promote animal by-products…especially, “liquid chicken”. Eggs are liquid chicken, no getting around it.
“Greens”, at least, will not misrepresent itself, and will not mislead people.

Comment Number:
11
Written by:
Vegan Man
Posted on:
August 27, 2007 at 12:09 am

I don’t really think the name change matters. VT, now Greens, are losing readers to Veg News and will eventually be gone.

Comment Number:
12
Written by:
Melissa
Posted on:
September 1, 2007 at 5:53 pm

I’ve never liked Vegetarian Times because they heavily promote animal products like eggs and dairy. Why did I see this move coming? I agree with what others said about them selling out. VegNews on the other hand stands proudly for their beliefs, and they do not promote products that harm animals!