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How To Pitch: Whole Life Times

Pitch eco-conscious stories with a strong LA vibe

By Ji Hyun Park – January 13, 2012
The information in this article is current and accurate

Circulation: 125,000
Frequency: Bimonthly
Special issues: None

Background: Originally launched as a national New Age publication in 1979, Whole Life Times gradually evolved into a holistic local magazine. Since then, says editor-in-chief Abigail Lewis, "Our niche has shifted, and we now perceive our mission as bringing together several communities into one progressive community." The publication attracts readers interested in "health and healing, yoga, sustainability, and practical spirituality," says Lewis. "All of those interweave in so many ways that it's difficult to draw a line and say, 'This only pertains to one or the other.'"

In terms of direct competitors, Lewis says "There is no other free publication in our niche that works with professional writers, so the quality of our content is in a niche of its own. There are other publications that compete for advertising dollars, and happily publish editorial as part of an ad buy, but we think that selling content (other than clearly marked advertorials) compromises our credibility, so we avoid it. It's certainly tempting, but we have to believe in the integrity of what we present to our readers."

"We also cover a broader segment of the L.A. community than any other publication," says Lewis. "There's a yoga magazine, a calendar and a spiritual magazine, but none of those cover as many types of issues as we do, or as well. I can say this honestly and humbly, because we have wonderful writers who are so enthusiastic about a subject or about our magazine that many write for less than their usual rate, and for this we are extremely grateful. In exchange, we honor their source quotes, pay them promptly, and try to give them regular and interesting assignments."...

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