Back in the 1970s and ’80s, Vegetarian Times was an advocate for animal rights and veganism. They eventually embraced dairy and got rid of any newsiness, activism, or politics, morphing into a recipes and lifestyle magazine for “the new generation of full-time vegetarians and flexitarians.”
VegNews and others have picked up the slack, so it’s not like we need them anyway, but now they won’t even be called Vegetarian Times anymore. As Well Fed reports, the magazine is being retitled Greens.
They claim the change is a temporary test to see how the new title performs, but obviously they don’t have much confidence or interest in using vegetarianism as a selling point. Only 40% of their subscribers identify as vegetarians, so why should they? I hope the new name sticks. Vegetarians deserve better representation. Let owners Active Interest Media (publishers of American Cowboy, Yoga Journal and Yachts Magazine) call it whatever they want and sink it into the mess of advertorial eco-consumerist rags clogging the checkout aisles at Whole Foods.