The magazine for people with allergies and food sensitivities LIVING WITHOUT 2011 Advertising Media Kit ® nd ies a allerg with eople p r ine fo agaz The m ies itivit sens food NG U T I V I L THO WI Now ® In Ou th r 11 Year! e iry-Fre ee, Daecipes r F n e R lut BEST G er-Fresh m Sum ater? Picky E rets SePcarents 7 for us, Delicioitious Nutr to Foods Go Pack & fely Out Sa s Dining od Allergie o with F The Premier Lifestyle Magazine for People with Allergies & Food Sensitivities Living Without is the only national publication specifically targeting readers who need to adhere to a special diet/lifestyle. We provide lifestyle solutions, from innovative recipes using dietary alternatives to recommendations of products that make life simpler and better. The magazine is a life-enhancing resource for the millions of Americans who must adhere to a special diet. Market Size          30–50 million Americans have lactose intolerance. Over 40 million seek out gluten-free products when shopping. Over 20 million have asthma. Over 15 million follow a gluten-free diet . Over 12 million have food allergies. Over 3.3 million have attention deficit disorder. Over 3 million have celiac disease. Food Over 3 million have peanut allergies. allergies affect Over 2 million have autism. 12+ million  Over 900,000 have milk allergies. Living Without at a Glance  9% increase in circulation in past year! Living Without provides informative editorial and advertising to help readers successfully navigate their special dietary needs. We are the magazine that people turn to—and return to—after they begin their special-diet lifestyle.  High newsstand sell-through  100% growth in weekly e-recipe subscribers  Now publishing Special Holiday Food Guide! Americans! Gluten-free products are a fast-growing $2B market. 6% of U.S. children are food allergic. Readers on a Mission to Live Well Household Demographics Presenting a unique opportunity to target affluent, educated and healthconscious females seeking dietary and lifestyle solutions for themselves and their children.  Female Allergies in Household Reader households with at least one member who has: 47  Median HHI $82,500 80% Celiac disease 95%  Median Age 38% Milk allergy (index 167)  College degree or higher 72%  Married 81%  Children in HH 95% Any food allergies/sensitivities Soy allergy 45% Peanut allergy (index 129) 19% 18% On average, our readers are actively managing 2.5 food allergies per household. Engaged, Active & Responsive Audience Seeking Out Quality Products That Fit Their Lifestyle Within the past six months, readers who: 63% Shopped in health food stores or natural foods supermarkets 94% Purchased organic foods Purchased natural household care products Purchased natural personal care products Purchased non-prescription medicines Purchased prescription allergy medicine Personally used vitamins/minerals Personally used probiotics or digestive enzymes Personally used herbs 26% 25% 48% 46% 69% 66% 61% Readers heavily rely on Living Without as a resource for advice and products. 97% save every issue 95% read every page 87% prepared a Living Without recipe within the past month 81% purchased goods advertised in Living Without within the past 6 months 62% visited an advertiser’s website after seeing an ad in Living Without Sources: SPINS, 2009; Claritas, 2007; US Census Bureau, 2006; Hartman Group, 2010; National Institute of Diabetes, Digestive and Kidney Issues (NIDDK); American Lung Association; Food Allergy & Anaphylaxis Network (FAAN); National Health Interview Survey (NHIS); Univ. of Chicago Celiac Disease Center; Jour. of Allergy & Clinical Immunology; Autism Speaks; Living Without Reader Survey, May 2008. 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Ad rigera of an online -free ll. bottle of water. lergymoms.com) He ref support group Daniel’s face m le on e the ratur at. ten d The and doleful dd told gri chair of the (aldiu he his mother all an look on advocacy glu gri abov tempe Food Allergy me she needed to low he was feeling. steering committe this m your Initiative (FAI) the hes it’s know about how it’s inc e. “There’s an ds, ddle fro re, with for our allergic obvious need This was one two ds, gri secon or mo son licious children’s physical to care r experience for sea on health but their well-being is fou Daniel, now milk, wheat, sec onds of the and de equally important 8, who’s allergic emotional egg, tree nuts t after six sec to ents, we and often overlooked and peanuts. best d—ho hot anaphylactic need to nurture All youngster . As parthe allergies encounter re for their hearts and s with bodies.” the lcome ul foo souls, as well similar scenarios times throughou as their countless t their childhood avorf We The psycholog . of ﬂ ical aspect of nu anaphylaxis me portant componen is a critically t to raising children imwho are well adjusted 20 www.LivingW 9 W Food and Feelings ood so g SO ting Get lled e tast Gri ood IE JUL e, eg y th n-fre er Enjo glute summ of a y-free dair D Emotional Well ness for F 42 om ut.c itho gW ivin w.L ww e/July Jun 200 ithout.com Allergic Kids October/November 2009 Living Without responds to our readers’ desire for foods and lifestyle choices, offering quality solutions for better, more enriching lives.  Recipes for a wide range of allergies or sensitivities, especially those that require gluten-free and dairy-free meal solutions. Motivational and educational features that offer support and  guidance on living life fully, mindfully and with passion.  Buying advice and resources for alternative ingredients, new products and books, plus the latest medical news. 2011 Editorial Calendar February/March     April/May         Inspirational profiles of people with allergies or food sensitivities.  House Call Easter/Passover/Summer Camp A medical perspective on allergies and food sensitivities. Autism One Conference Celiac Disease Foundation Annual Conference  So Good Delicious recipe ideas for dining gluten-free, wheat-free, dairyfree, sugar-free, egg-free, soy-free, peanut-free and more. Restaurant & Travel Summer Fancy Food Show Thrive Allergy Expo  Cooking School (3x/year) Learn the basics of specialdiet cooking and discover new techniques for successful baking without wheat, dairy and eggs. Back-to-School Gluten-Free Culinary Summit—East  Travel Guide/Across America Places to stay, dine and tour for a fun-packed, allergy-friendly vacation. Halloween/Thanksgiving/Baking  Personal Care (3x/year) Natural Products Expo East Thanksgiving Feast and Other Company Meals Gluten-Free Flour Power Slow Cooking/ One Pot Meals Trick or Treat: Cut-Out Cookies for Kids December/January      Life Story Healthy Bars to Pack for Snack Harvest-Fresh Casseroles Champion Breakfasts Fancy Cakes October/November In Every Issue Natural Products Expo West Dining Out Guide Ten Ways to Top Brownies Summer Smoothies to Cool and Quench Waffles: Not Just for Breakfast Anymore August/September     Additional Distribution Summer Camp Guide Easter Dinner: Everything but the Easter Bunny Simply Seder: Passover Desserts Cinco de Mayo June/July     Romance Gluten-Free, Dairy-Free Italian Desserts Pasta Roundup Sweetheart Cupcakes Baking with Sugar-Free Alternatives Allergy-free skin care and other ways to look your best. American Dietetic Association  Try It • Read It Reviews of new products and books. Holiday & New Year Guide to Special-Diet Entertaining Gifts of [Allergy-Friendly] Food Souper Bowl Snacks: Make Your Own  5 in 25 Winter Fancy Food Show Quick and easy ways to prepare your favorite recipes. Four pantry items plus one commercial product. Teen Allergy Summit QA Pediatric allergi sts Harvey L. Leo, MD, and Neal Jain, MD, answer questi about allergi es and food sensit ons ivities.  Celebrate in Style  Delicious Traditional Menus for Special Dieters  Gluten-Free Cookies and Desserts BY HARVEY L. LEO, MD , AND NEA L JAIN, MD . Sen to Susnitive screen ? try it e e Me a Cak s Ancient Eat ¬ 4282 888-645- Don’t ge t burned N by the in gredient s in your of children under just the strict that can cause avoidance the age of three. hives, swelling, obo ofdy tree nuts, egg, the offending nausea, closing Allergic reactions soy, fish and wan of breathing passages shellfish. can range ts to foods. Ninety percent of all the clos delicious, food allergies look and even death. fruit. 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It’s can literall it nouris om 12 million Americans from mild to also recomme ways to keep aturals.c anaphylaxis, nded that , including 6 a serious condition (and old) no cure, percent , navitasn Bak  Super Foods, Super Supplements house call Special Holiday Issue (newsstand only) ¬ BY BIU Content That Inspires BY J AX PET ERS  Research Roundup LOW ELL The latest news for people with allergies and food sensitivities.  Living Without Pantry Substitution solutions for baking without key ingredients like wheat, dairy and eggs. Bug notice. Only you can photo credit on cover: Aaron McLean (aaronmclean.com) LIVING WITHOUT ® 2011 Rates & Specifications Ad Size Magazine Trim Size  60,000 paid newsstand/ subscription copies sold bi-monthly nationwide.  Sold at nearly 8,000 locations, including Whole Foods, Wegmans, Safeway, Bashas, Meijer’s, Harris Teeter, Sprouts Farmers Market, Sunflower Market, doctors’, allergists’ and nutritionists’ offices, bookstores and more! 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