Yoga Journal DVD Product Marketing Website Case Study

ARTICLE SNIPPET - Some 16.5 million Americans—or 7.5 percent of all adults in the United States—are yoga practitioners, and another 25 million people expect to try yoga within the next 12 months, according to the results of a second annual “Yoga in America” study recently conducted by Yoga Journal. And most yoga is practiced at home. To make quality information on yoga accessible to those folks or to those who may have special issues that are not addressed in a yoga class‚—and to tap even deeper into the $3 billion yoga market—Yoga Journal has created a series of videos and DVDs that are jumping off the shelves.

Generally recognized as the “voice of yoga,” Yoga Journal has been around for nearly 30 years. Its current paid circulation of 325,000 includes both subscribers and an enormous newsstand sell-through.

“As the foremost authority on the practice of yoga,” according to Ancillary Business Director Martin Kupferman, “our role at Yoga Journal is to reach out to people interested in yoga at all levels. Our readers include both practitioners (those who practice yoga) and yoga instructors.”

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