Media Spotlight: Yoga Magazine

Yoga Magazine, a publication specialising in yoga, wellbeing and natural living, launched in 2003 with the initial aim of serving the yoga industry. Sair Mir, Publisher of the magazine says “Since the launch of the magazine, the popularity of yoga has exploded with women across the UK joining local classes and yoga studios. The magazine has been at the forefront of this growth, evolving into a stylish consumer lifestyle and fitness magazine.”

Aimed at upscale cosmopolitan females aged 25 to 45 with high disposable incomes, Sair says “The magazine has responded to our readers, adapting our content and design to reflect their lifestyle and fitness goals, their ethics and passion for natural living. You’ll find our readers living in desirable city neighbourhoods and in premium suburbs. As with most people who practise yoga, this tends to be their core fitness activity, which ensures that our readers don’t purchase other fitness magazines and stay loyal and exclusive to us. Our readers’ desire to improve their health and wellbeing, lead an organic lifestyle and yet still enjoy chic branded, natural goods in beauty, fashion, food, travel and yoga products.”

The magazine actively uses social media and is present on Twitter, Facebook and YouTube. The website, www.yogamagazine.com, was launched earlier this year, providing a Yoga Directory with listings and reviews of local studios and teachers, instructional yoga poses. Sair says “On our website you’ll find live feeds from all our social media pages. We use social media to interact, communicate and entertain our audience, and on the back of this we’ve even started a Tickles & Giggles page in the magazine, which incorporates our favourites posts, tweets and viral videos.”

As for the future, Sair says “On the print side, we are still experiencing strong growth and continue to invest into distribution and retail promotions. The site is being continuously developed to serve as a national reference point for everything yoga related. It poses a fantastic mix of competitions and readers offers… and there’s still more to come! Over the coming months we will be launching a series of Apps for smart phones and tablet devices and looking at hosting a number of events. It’s a very exciting time for us!”

Making the Pitch: Tips & Advice for Pitching to editorial team at Yoga Magazine:

“We ask all PR companies to email pitches for the latest products and gifts which we review every day. We give preference to those that add value to our readers, such as promotional offers, prizes and discounts. It’s important that we maintain a high level of exclusivity and be creative in how we present brands to the readership.”