A Body from Scientific American to keep its Mind company…November 26, 2007
The oldest continuously published magazine in America is becoming a parent one more time. Scientific American magazine will add a new sibling to its family of magazines. In addition to the mother ship, SA now publishes SA Reports and SA Mind. Now comes to the SA Body. On newsstands Dec. 4 and on the web Dec. 12 SA Body promises to be a welcomed addition to a newly energized science magazine field that will see yet another new science magazine launch on Dec. 18, when the first issue of Science Illustrated from the Bonnier
group hits the newsstands.
I asked Bruce Brandfon, VP and Publisher of Scientific American Why Body? His response,
” We conducted extensive audience segmentation research earlier in the year which identified a “science-interested public” in excess of 40 million adults in the US. SciAm reaches 3.5 million of this market. One of the top areas of interest of those not currently part of the SciAm audience was Health. We perceived an opportunity to create a product that served these interests in the “zone” between the New England Journal of Medicine and magazines that are essentially life style magazines such as Mens Health and Self, etc So the science behind health and wellness with an emphasis on health (and not disease) is our focus. Since all of us have had to become more knowledgeable about our own health (as a result of health insurance etc) we believe that there is an educated, affluent dual audience of readers (and a web audience also) that aren’t SciAm devotees but will be interested in an authoritative source of reliable and accurate information about the subject.”
I asked Bruce why now? His response,
“In addition to the above mentioned need, we know that there is an expanding interest on the part of the educated general public about science issues, particularly when these issues have personal implications such as physical and mental health, aging, environment and “green,” education,etc. SciAm the brand believes that we can expand our franchise by reaching out to this audience both in print and digitally. This is another step in that direction (along with SA Mind and our redesigned website and flagship).”