• November 27, 2007

The Whole Foods juggernaut is getting a new custom publication, Whole Foods Market Magazine, courtesy of Active Interest Media, beginning January 2008. The new title provides another way for the nation's largest organic and natural foods chain to communicate with its customers and turn the advertising spotlight on particular sponsors. The bimonthly will launch with an initial circulation of 200,000, premiering in 60 stores in the Rocky Mountains and Midwest and printed on 100% recycled paper.

While geared to both genders, the magazine touches on most of the content areas including women's lifestyle, health and wellness news, food and environmental issues, a wine column, beauty and self-care products, and recipes. AIM classifies it as part of the company's Healthy Living Group, which also includes titles like Vegetarian Times and Backpacker. The company also publishes Wild Oats Magazine, the in-store custom publication of Wild Oats Markets, which was recently acquired by Whole Foods.

--Erik Sass