Active Interest Media Gets Into Cannabis

Earlier this week, Active Interest Media, publisher of Better Nutrition, Yoga Journal and a slew of recently acquired former F+W titles, among many others, announced the launch of NatuRx, a new print and digital media brand with a self-described mission of “educating health-conscious consumers about cannabis.”

Led by managing director Jonathan Dorn, who has held numerous executive and editorial roles at the company since joining as EIC of Backpacker in 2007, and GM of retail Rob Lutz as publisher, the first issue hits newsstands Sept. 26 with an initial run of 200,000-250,000 copies and a quarterly frequency, with a goal to expand it to bi-monthly after the first year, according to Dorn.

Dorn said that AIM’s national reach and the magazine’s focus on wellness will be key differentiators in an increasingly crowded cannabis media space, adding, “I’d also say that we’re going to be much more service-oriented than most mags … [focused on] cannabis science, health, legality, and products, of course, but we’ll also do travel, dining, nutrition, fitness and workplace stories—through the lens of cannabis know-how.”

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