Lou's Commentary

While making a daily stop at the local Whole Foods market I noticed a new magazine at checkout titled Positively Green (Good. Simple. Solutions.) I paid $4.99 for the quarterly and later discovered that my five bucks was well spent. The content, directed toward women, is sophisticated…green without grunge.

The companion web site, positivelygreen.com is smartly done. I like this launch because it is different and speaks to an audience of women that have been left ignored until now; women who like a bit a glamour, but who have conscience.

Let’s just hope the business plan is as good as the product. Selling four issues a year for $14 with a promise to donate $2 to charity means advertising better “be there”. The inaugural issue carried 15.3 advertising pages (out of 114 total).

Who launches at a time like this? As Rex Hammock of Hammock Publishing recently noted, it can and has worked for the right idea at the right time.

Positively Green is a good concept at the right time. Let’s just hope the business plan is as good as the product and the timing.