Special Green Section Does a ‘Body’ Good

Magazines have scaled back their environmental content as ad and consumer interest have cooled, but Martha Stewart Living Omnimedia’s Body + Soul still thinks there’s room for green.

The September issue will feature a 68-page section called The Going Greener Guidebook, bordered by a flip cover and solely sponsored by organic yogurt maker Stonyfield Farm.
Stonyfield in September and October will tout the guide on 10 million yogurt container lids, directing consumers to download a digital copy on its Web site.

While health/lifestyle titles have weathered the recession better than most categories, Body + Soul hasn’t been immune to the downturn; its ad pages declined 21.7 percent to 310 this year through its July/August issue, per the Mediaweek Monitor. September will carry 70.33 ad pages, though, helped by this buy.

As for whether green has worn thin with consumers, Body + Soul publisher Jan Bruce argued that it’s an integral part of the title: “This is very much on brand with us. This is a subject matter we know very, very well.”