Q & A with Maria Chiorando
Editor of Vegan Life Magazine
“..veganism is going through such an interesting period in terms of how it’s perceived by the public at large. It’s certainly hitting the mainstream. And it is multi-faceted, so thematically, there are many interesting people to profile, as well as environmental issues, animal and nature-related pieces, and political stories to cover.”
Cover provided by Vegan Life Magazine
Colchester in Essex based Vegan Life Magazine publishes 10 issues a year and covers a broad range of topics including food, politics, travel, environmental, wildlife and personal stories. Founded by Julie Saunders and Keith Coomber, managing directors of Prime Impact. The first issue was published in September 2014 and the magazine’s establishment was inspired by the fact that there were no other consumer titles in the UK aimed at the plant-based audience.
What are some of the challenges of running and sustaining a publication on veganism and related themes?
So far, there haven’t been any challenges in terms of generating content. With such a rich and diverse community, there are so many topics to cover, on top of that, veganism is going through such an interesting period in terms of how it’s perceived by the public at large. It’s certainly hitting the mainstream. And it is multi-faceted, so thematically, there are many interesting people to profile, as well as environmental issues, animal and nature-related pieces, and political stories to cover.
As veganism continues to grow, so will our content and hopefully, our readership.
Veganism appears to be gaining momentum as a movement and lifestyle choice in the UK. Do you anticipate success and longevity for this niche (magazines about veganism) of publishing in the UK?
I expect the title to continue to grow. As more people become more interested, they may well become our readers!
Vegan Life is a print and digital publication, correct? What was the motivation in offering a print as well as digital component?
While digital seems likely to overtake traditional print media in terms of news outlets, magazines still have a loyal following. A very important part of Vegan Life is the look – we are often complimented on the beautiful design of the magazine. A number of readers have sent us pictures of their magazine collections; it is a covetable and collection item for an audience which has been overlooked for too long.
Does Vegan Life utilize social media for any specific reasons (i.e. to post about stories, engage with readership etc)? If so, what social media platforms are preferred and why (Instagram, Twitter, Facebook, etc)?
Vegan Life is active on Twitter, Facebook, and Instagram. These spaces create a platform to engage with readers, and start a conversation, running in tandem with the magazine. It is often the place of lively debate, and provides us with a platform for immediacy: we can share important vegan news and insights via Facebook, for example. We are using Instagram more and more to engage readers in a dialogue with the daily workings of a vegan office space.
With rising interest in veganism, the landscape of vegan publications, print and digital is growing as well. Where do you see Vegan Life within this landscape? What needs and desires does Vegan Life satisfy for its readership?
Vegan Life is currently unique among the consumer titles (though not all titles – organisations like Viva! For example, produce a magazine) for being produced by vegans. We are not simply jumping on a publishing bandwagon, we are actually part of the community itself. This is really important: we have a genuine interest and stake in the movement, and a desire to serve the community.
Questions & post by Annika Lundkvist
Article: Magazines about Veganism →