‘Body+Soul’ Moves Toward the Mainstream

NEW YORK As yoga’s followers extend far beyond the boomer set and consumers swap their Krispy Kremes for Jamba Juice, wellness magazines have begun to enjoy mainstream popularity.

Case in point: Body+Soul in Watertown, Mass., acquired last August by Martha Stewart Living Omnimedia from New Age Publishing. The editorial team set to work revamping the 275,000-rate-base lifestyle title. The results of those efforts will appear in the May issue, on newsstands this week.

Covering nutrition, home, beauty and fitness for women in their 40s, Body+Soul will be edited to clearly match the sensibilities and stylings of company founder Martha Stewart.

“We want to be more practical, more how-to and less preachy,” said publisher Janesse Bruce. Body+Soul‘s new look reflects the same vibrant photography and clean, airy styling of sister publications Everyday Food and flagship Martha Stewart Living.

Design director Deb Bishop, who also oversees sibling venture Kids, spearheaded the overhaul.

Subjects range from medicinal teas to environmentally friendly room re-dos. A column called “Action Plan” offers readers small tasks for better health.

Published eight times yearly, Body+Soul‘s ad pages have jumped 20 percent through May, to 60, said Bruce. New advertisers include Miraval and Rancho la Puerta.

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