Q & A with San Davis
Publisher & Founder of Vegan Lifestyle Magazine
“A lot of our readers are activists, business people, etc. They are busy and don’t have the time to spend on the internet so we give them everything they want. They catch up with everything once a month. A lot of our contributors originally came to us as subscribers to the mag.”
Founded and based in Gold Coast, Australia by San Davis (Publisher) and Di Thomas (Editor), Vegan Lifestyle Magazine is a monthly distributed international digital publication downloaded in 100 countries. First published in November 2013, the lifestyle magazine covers many themes includingEnvironmental issues & Sustainable Products (cars, housing, etc), Animal Welfare Issues, Human rights Issues, Vegan/Environmentally Sustainable Fashion, Personal Care Products, Household Products., Ethical Business, Vegan Artists, writers, etc. Vegan Recipes and Cookbooks released, Travel and Gardening.
Why was Vegan Lifestyle Magazine founded? What inspired its establishment?
My business partner (Editor) and myself were both Vegans and had previously been vegetarians and had a huge interest in spreading the message of healthy eating. Also, our increased concerns for the environment influenced our decision to make this magazine a ‘full lifestyle’ publication and not just a food mag.
What was the motivation for establishing Vegan Lifestyle Magazine as a digital publication?
The decline in print publication sales – also the cost of course. Being a digital publication also allows us to include videos, audio tracks and have live links back to sites. It also means we can be downloaded in most countries of the world.
How has being more readily available online been for reception and consumption of the magazine?
It has allowed us to be downloaded in 100 countries. The majority of downloads still remains in the US, followed by UK, Canada, Australia, Germany and France. They are the biggest markets for our product.
In your own country, do you see a connection between a growing vegan movement and a rise of publications about veganism?
Very much so. There are many vegan publications out there now. The growth in this area is huge and will continue as more and more information if put out there. As people are getting educated about their health, the environment and what happens to animals for their food and clothing, people are changing to a more compassionate lifestyle.
Does Vegan Lifestyle Magazine utilize social media for any specific reasons and if so which platforms are preferred?
Mostly it is just engagement with our community and promote the magazine’s content. We use Instagram, Facebook and Twitter.
Any exciting landmark stories or coverage in the history of Vegan Lifestyle Magazine?
We have had so many amazing people in our magazine but perhaps our favourite ‘moment’ for the magazine was our interview with the fabulous Sam Simon – and it was one of his last interviews before he passed away. Sam was a true hero, and we were blessed to have him.
With rising interest in veganism, the landscape of vegan publications, print and digital is growing as well. Where do you see Vegan Lifestyle Magazine within this landscape?
We are lucky in that we are well established and so many other publications have come and gone along the way. It is costly to put out a magazine and unless you already have a following it can be hard to survive. For instance, when we put our first issue out in November 2013, 6 vegan magazines appeared in December 2013. Only a couple of them are still around – and we are the only magazine nominated in the Top 10 Apps for vegans and vegetarians. So it is not easy because this market is quite saturated – blogs, ebooks, recipes books etc are everywhere. It is an extremely active community on all social media platforms which means most people can get all their information free so a magazine has to be outstanding to get people to actually subscribe.
What needs and desires does Vegan Lifestyle Magazine satisfy for its readership?
We have always had constant praise from our readers saying we put everything in the one spot for them. A lot of our readers are activists, business people, etc. They are busy and don’t have the time to spend on the internet so we give them everything they want. They catch up with everything once a month. A lot of our current contributors originally came to us as subscribers to the mag.
Covers provided by Vegan Lifestyle Magazine
Questions & post by Annika Lundkvist
Article: Magazines about Veganism →