By Karen Larré, Publisher
Many of you may be aware that my original intention for purchasing the magazine in 2006 (Living Natural Magazine) from founder Jan Hammers, in partnership with Betsy Morgan-Coffman) was to expand it. In 2007, I started researching the steps to franchise the magazine and started working with a franchise attorney. In 2008, I changed the name to Truly Alive Magazine. (The result of a name contest. Truly Alive Magazine sailed through the trademark process unlike every version I could think of related to Living Natural).
Later in 2008, the economy crashed, and I pulled expansion plans in (thinking…you don’t try to expand a business in a down economy). In 2012, I was very excited to launch the Truly Alive online magazine, and very happy to hear that some advertisers reported slightly increased results (over the print magazine alone). In 2013, I made a failed attempt at expansion again and lost quite a bit of money. After that, I pulled the plan in and worked on accepting that a central NM publication would be all there would ever be.
In the spring of 2017, Lynn Provenzano, a Pranic Healer/Trainer based in El Paso called and bought a page in Truly Alive for an upcoming class in Albuquerque. Later, I called and asked how it was that she had a practice as a Pranic Healer in El Paso. (I concluded previously that the area would not support natural health and spiritual services, and therefore having a Truly Alive in that area would not be viable). She explained that there was a decent sized natural health and spiritual community in El Paso; that it was growing…that there wasn’t a publication like Truly Alive down there and that they needed one.
That information started me on a research journey with visits to El Paso and Las Cruces 5 times over the past year. The feedback from readers and potential advertisers has been a resounding “we need this here!” And so, the first bi-lingual Truly Alive Magazine, the Desert Southwest edition will be in print and online as of 3/1/19 (English and Spanish). The market areas will include El Paso, Las Cruces, T or C (and surrounding small towns). The distribution area will be wider than it is for the central NM edition and will likely include Silver City, Deming, Ruidoso, Alamogordo and more.
The back cover (and inside article page combo) is already sold with a year’s commitment. As of the date of this writing (10-5-18), about 5 additional pages have also been verbally committed. My next trip (I’ll be leaving as soon as this issue goes to press) will include securing agreements and deposits for additional advertisers as well as establishing as many distribution locations as possible (a few have already been setup).
Prices and distribution are being modeled after the central NM edition. Deep discounts are being offered for Founding Advertisers (those who commit for one year and start with the first issue) of the Desert Southwest edition. They will receive 29% off each issue’s billing for the first year and a 17% Advertiser Loyalty discount for as long as they continue in the magazine. A few central NM advertisers have expressed interest in being represented in the new edition (especially at 50% off!), and the new Desert Southwest back cover advertiser (Professor Eliezer Ben-Joseph) is now (as of this issue) a central NM advertiser as well.
If you know anyone who might like information about advertising in the Desert Southwest edition, of Truly Alive, please let me know. I’m happy (as always) to provide no-obligation information to anyone who would like it and am on email daily wherever I am.
Please join me in joyful celebration!
Karen Larré, Publisher