The practice of mindfulness—which generally involves meditation and self-awareness—is infiltrating the mainstream. (Even Arianna Huffington is tweeting about it!) And starting this week, the mindfully-inclined have their very own magazine that caters to every aspect of the mindfulness lifestyle.
Mindful magazine is a bimonthly lifestyle publication that focuses on integrating mindfulness into everyday concerns like personal health, food and eating, the arts and culture, and even business and technology. Published by the Foundation for a Mindful Society, a non-profit organization that runs the Mindful.org website, the magazine is available at stores like Whole Foods, Barnes & Noble, Giant, and Wegmans.
According to the magazine’s editor in chief Barry Boyce, the growing interest in mindfulness—both within the movement’s existing community and outside of it—led him and publisher James Gimian to launch a print extension of Mindful.org. “We felt it was very timely, having publication backgrounds ourselves, to help support the community and galvanize this movement of mindfulness to the mainstream,” he told Adweek.
Since Mindful officially launched on Tuesday, Gimian said, early numbers from direct mail responses and retailers like Barnes & Noble have been strong. “All early indications are that people want to hear this message,” he said. “I think that speaks to the fact that [the magazine] both fits into the category of lifestyle and health, but at the same time, it stands out because the basic message about being mindful in your life is one that we grew up with.”
Mindful is also launching a brand campaign to create awareness around the magazine. The magazine teamed up with organizations like Stanford University’s Center for Compassion and Altruism Research and Education and UCLA’s Mindful Awareness Research Center to promote the title and offer early subscriptions to its network members. In addition, Mindful has been reaching out to more mainstream groups and social networks to help expand its message beyond the movement’s core followers.
“The reason that mindfulness has such an impact is that anyone can do it,” said Gimian. “Everybody has a different word for mindfulness, and what we’re doing is telling people that it’s not just okay to have it, but it’s a tremendous asset to train that ability.”