When Alternative becomes Natural…January 29, 2008
That is of course Alternative Medicine magazine changing its name to Natural Solutions and its tag line from The Art & Science of Healthy Living to Vibrant Health Balanced Living. Why the change? Well the editor-in-chief goes into great length trying to assure readers that nothing have changed except for the name and design. Linda Sparrowe writes in the first issue of Natural Solutions,”…you’ll be happy to discover most everything about the magazine is still here. It looks different, but all the departments you trust remain intact and all the topics continue to have that “AltMed” spin.” In the January issue (with the old name) Ms. Saprrowe writes about the change, “We’ve talked about this (the name change) for quite a while, and now it’s official. For our New Year’s resolution — one we know we can keep — we vow not to change the content you have come to trust month after month, year upon year.” If that is the case, why then bother and change the name of the magazine after 14 years of publishing it under the name Alternative Medicine. The newsstands are already crowded and some magazines will kill to have a 14-year brand to depend on and continue to promote. Change is the only constant in our business; that is a given. But to change for the sake of change is the worst thing than can happen in our business. Many have tried it before and many have failed. I just hope that the folks at Alternative Medicine, sorry Natural Solutions are not destroying a 14-year branded history in one swift change that they go to length to say it is not a change!