Vegetarian lifestyle magazine set to make its debut

LONDON - Independent publisher Madafu is launching Lifescape, a vegetarian lifestyle magazine offering readers ideas on how to lead an alternative lifestyle, covering everything from fair-trade fashions to health practices and cruelty-free beauty.

The new monthly glossy is being distributed by Comag and will have a coverprice of £2.95. Each month, the magazine will focus on a different alternative health practitioner with the first issue featuring the acupuncturist.

The magazine is being targeted at people who are concerned about what they eat, where they shop and how to keep their bodies in good condition. The magazine is being edited by Rajasana Otiende.

Lifescape will be featured at various festivals in the coming months, including the Yoga Show on September 16-18 at the National Hall, Olympia, London. Some 10,000 copies have been printed for the first month.

The vegetarian magazine sector has had a low profile in the UK, with most magazines available to subscribers only, including organisations such as The Vegetarian Society, The Vegan Society and Viva!.

The new magazine will sit alongside health and fitness publications such as Zest, published by The National Magazine Company and Emap's Top Sante, which this month has been repositioned with a focus on older women following a decline in sales of 11.4% in the last ABCs.

In 2004, BBC Magazines published a spin-off from BBC Good Food magazine called Vegetarian Christmas.

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