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Active Interest Media’s Earth Day Surprise

Holiday inspires publisher to plant trees, publish digital issues.

By Jason Fell

In honor of Earth Day next spring, Active Interest Media will offer subscribers of Yoga Journal the option of receiving the May 2008 issue digitally instead of in print, and will plant a tree for every digital issue it sends.

"This is an excellent opportunity not only to lighten our carbon footprint but to offer readers a chance to experience Yoga Journal in a new way," Bill Harper, vice president and group publisher of Active Interest Media's Healthy Living Group, said in a statement. AIM will tap Zinio to convert the issue to a digital format.

Subscribers who sign up online will receive Yoga Journal's digital issue by e-mail on April 2. The issue will feature downloadable music and audio interviews, and will be able to be sent from reader to reader. Sister publication Vegetarian Times also is set to offer a digital edition of its April issue.

For every issue (both titles) that is sent digitally, AIM will plant a tree in India-the birthplace of yoga. Up to 5,000 trees could be planted, the publisher says.

In addition to helping the environment Harper hopes the digital issues will attract new readers. "We are acting like a new-school record company, allowing a cut from a new album to reach as many people as possible with the hope that they will come back to buy the album or other songs."

By Jason Fell

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