Allergy, the magazine for allergy sufferers, has extended its distribution to the news-stand, writes Ruth Addicott.
Since its launch in January, Allergy has only been available at outlets such as surgeries and NHS allergy clinics.
The title, published by INK on behalf of charity Allergy UK, now claims more than 615,000 readers and is hoping to extend its readership further by offering an alternative to women’s slimming and beauty-based titles on the newsstands.
The bi-monthly will predominantly target 25 to 50 year old women with children, who either feel they do not have enough information about allergies, or want reliable information because a member of their family suffers from an allergy.
Intended for healthcare professionals as well as sufferers, editorial will feature real life stories and advice on how to deal with food intolerance. According to Allergy UK, there are 20m people suffering from allergies in Britain – the highest incidence in Europe – generating a cost of £900m a year at GP level alone.
Charmaine Yabsley, former Good Health editor on The Daily Mail, has been appointed editor. She said it was a huge issue. “People have a lot of questions about why they are allergic, what causes allergies, what else they might be intolerant to and, of course, how to treat allergies.
Mothers, in particular, want to know how they can help their children. The magazine tries to answer all these questions by carrying features from health professionals, by reporting on the latest and most effective therapies and by publishing real life stories so sufferers realise they are not alone.” The title will also be available on subscription through its website www.allergymagazine.com