Seed Media will launch green fashion magazine Boho

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Seed Media will launch Boho, a magazine for eco-conscious women, on August 12.

Boho will cover topics such as green décor, fashion, beauty, travel and lifestyle. The magazine is depending largely on grassroots efforts, particularly at colleges and universities, to promote the 55,000 circulation launch. It is sticking to its socially conscious promise by printing on 100% post-consumer waste, non-glossy paper with natural soy ink and participating in charity events, such as a promotional concert with “Soles4Souls” — a group that donates shoes to the needy.

“The timing is perfect because people need and desire to do good things and give back and help the environment,” said Gina La Morte, founder and editor in chief of Boho. “They want to make changes in their own environments and their everyday experiences, but still want to read a magazine, so we wanted to do it in the most eco-friendly way possible.”

Subscriptions are expected to account for 30% of Boho's distribution. Forty percent of Boho copies will be distributed at supermarkets, retail chains and newsstands in the US and Canada, including select Whole Foods stores and all Borders and Barnes & Noble stores. The other 30% will go to grassroots campaigns, strategic partners and promotional events.

Though college-age women are an important demographic for the magazine, it is not “putting [itself] in a box” with its targeting, La Morte insisted.

“Younger women seem to be most interested, but that's not to say we're not talking to 30-something women,” she continued. “For us, the girl is freethinking, radical and wants to be a role model. She loves fashion, but also loves giving back and recognizes that she can love the fashionable things in life, girly things, but is also concerned about her neighbors.”

The Boho Web site,, will go fully live on the same day as the launch. La Morte said the Web presence will be an important aspect of Boho and will include blogging and social networking. By 2009, podcasts and videos should be added to the site as well.

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