Red is the new green

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red's editorial mix of global and local green news is accompanied by lifestyle sections that include green life, green business, green youth and education, green home, green food, and green planet. The magazine's title is a bold invitation to the reader to ‘Stop what you're doing, and consider an alternative way to live.'

Containing practical news, views and tips on how to embrace a more sustainable lifestyle, red seeks to make sense of the global call-to-action to live sustainably by providing content that inspires readers to make relatively simple changes in individual lifestyle habits.

“Universal consciousness-shift”

Says publisher Laetitia Botha, “The magazine reflects a universal consciousness-shift that has people becoming that much more aware of their impact on the planet, and the realisation that we can all make a difference, even if it's only one recyclable shopping bag at a time. While there is a great deal of valuable green information out there at the moment, it can be confusing. red is designed to support and equip readers with relevant, how-to information that will hopefully encourage a more green approach to living.”

Twenty thousand copies of red are distributed monthly in the areas covering Plettenberg Bay, Knysna, George, Sedgefield, Caledon, Greyton, Hermanus, Kleinmond, Betty's Bay, Strand, Southern Suburbs, Cape Town City, Atlantic Seaboard, Northern Suburbs and the Cape Winelands. Distribution is targeted at retail venues, Woolworths Foodstores, hotels, wellness centres and spas, golf estates and clubs, coffee shops, schools, organic and lifestyle expos and per subscription. Since its launch, the magazine reports receiving subscription requests from afar afield as Canada and the United Arab Emirates (UAE)!

Publisher Laetitia Botha with financial director Dr Nico Nortje

“Reader and advertiser response to the editorial product has been positive, including the fact that the online version of the magazine has attracted interest from international visitors spanning 79 countries,” comments Botha.

Renewable raw materials

red's cover is printed on Sappi Triple Green paper and the body text on Envirotext - a 100% recyclable newsprint with bio-inks based on renewable raw materials. Explains Ink Publishing financial director Nico Nortje, “The core values that underpin red are integrity, accountability and quality. As a publisher, we pledge our support for community recycling ventures that minimise the impact our magazine has on the environment. The real enemy to living responsibly is ignorance and apathy. which is why we are intent on building partnerships with advertisers who support the environment, albeit via community and social responsibility programmes.

“Our responsibility to our readers and to our partners is to educate and facilitate an ongoing dialogue about how to move ecological integrity to the top of the business and lifestyle agenda.”

The Dec 2008/Jan 2009issue will be on street by 1 December, and includes feedback on the World Wildlife Fund's (WWF) recently released Living Planet Report for 2008; a feature on How to Green your Christmas Holidays by popular local lifestyle feature writer Laura Twiggs; a not-to-be-missed directory of green products and service suppliers; and a green events diary featuring the Dylan Lewis outdoor exhibition in Stellenbosch. This 24-page edition is edited by guest editor and author of The Whole Food Almanac, Michelle Matthews.

Botha concludes, “We will be featuring local community goodwill programmes from our December issue as part of red's monthly publisher's page to showcase the causes closest to red's heart and inspire our readers to get more involved.”

red will be available nationwide by March 2009. To subscribe, go to www.redgreen.co.za.