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How To Pitch: Vegetarian Times

Pitch recipes and features to satisfy this herbivore audience

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The information in this article is current and accurate

Background: When male nurse and recent veggie convert Paul Obis decided to distribute a newsletter through Chicago health food stores in 1974, his aim was only to connect with other vegetarians and learn how to cook more veg-friendly meals. In his wildest daikon wishes and cauliflower dreams, he probably never fathomed that his fledgling publication would evolve the way it has. Today, Vegetarian Times is the go-to resource for meat-free cooks –- boasting the world's largest collection of vegetarian recipes with additional advice on green living and healthy lifestyles.

While VT has stayed true to its veggie roots over the years, it has only recently become a cooking-focused magazine. "I really don't feel like people need more chicken recipes -- even if they're not 100 percent vegetarian, but they definitely need more bok choy recipes," says Liz Turner, editor-in-chief. Instead, she explains, the VT mission is to "inspire long-time vegetarians and wannabe vegetarians to cook enjoyable, homemade meals using whole, fresh foods."

Though the median reader age was 62 when Turner took over the helm three years ago -- and has dropped only to age 52 during her tenure -- the Vegetarian Times staff is working feverishly to appeal to a wider a range of readers, particularly women ages 25 to 55. They also seek to reach those who may only be testing the vegetarian waters. "We've been trying to make it cooler and more fun, and we've been bringing in some more interesting voices, including more chefs who aren't necessarily vegetarian [like Mario Batali], to give it more energy," she says.

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