Element Of Change Coming With New Mass-Reach Magazine

Media Release

22 July 2011

Element Of Change Coming With New Mass-Reach Magazine

The country's largest mass-reach social marketing magazine, Element, is about to debut with an aspirational goal - to make New Zealand the world's healthiest, most liveable country.

Co-founder and brand manager Gavin Healy, who created award-winning magazine Good in 2008, says, "Our goal with Element is to design a social marketing brand that will help change people's behaviour. Sustainability isn't just about buying organic carrots at the farmer's market or saving the planet. It's about creating a healthy environment for ourselves and our families."

Published by The New Zealand Herald, and inserted once a month on a Monday, Element covers global and local stories on health, business and community, with a focus on sustainable living and ethical business.

Says Gavin Healy, "As well as targeting the household shopper, Element is also aimed at businesses and politicians. When you get that whole spectrum of readers, that's when you can really promote change. Our research shows that over 90% of Kiwis want a more sustainable lifestyle, but only 30% spend time exploring how to do this. There's a real opportunity to grow this sector.

"Element will give readers the tools they need to make that change, provide insight into global issues, and show businesses how they can improve their triple bottom line. It'll get readers really engaged and inspire them to help make New Zealand the world's healthiest, most liveable country."

Element will be edited by James Russell. With a background in science and environmental reporting, Russell has worked for APN New Zealand in a number of editorial positions. Element will also include articles from contributors from New Zealand and around the world, including former Prime Minister Helen Clark, best-selling food author Natalie Oldfield, and syndicated content from British newspapers the Observer, the Guardian and the Independent.

Chris Jagusch, General Manager, The New Zealand Herald and Herald on Sunday, says, "We see Element as a real opportunity to provide our readers with new and interesting content - on such an important topic. Feedback from our reader focus groups was very positive. The publication also works from a commercial stand-point, so we're pleased to be the first in New Zealand to open up this market to a mass audience."

The first issue of Element is available on July 25. Content will also be available online, with additional weekly updates in an e-zine and through social media. To sign up for the Element e-zine, readers will simply need to visit www.elementmagazine.co.nz.

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