Since 2015, the flour company, King Arthur Flour which is based in Vermont, has been producing a magazine called Sift and selling it from the shelves of grocery stores, book stores and shopping clubs including Sams, Walmart, Giant Eagle, Meyers, Stop-n-Shop, and many others. The magazine is published in a velvet finish with thick pages - quite a luxury read - and features 75 recipes produced mainly by its food editor (who is also a chef), Susan Reid, and feature stories usually produced by its Managing Editor, Posie Brien.
Sift is only sold in stores and is not available for subscription. Specialty magazines like this are on the rise, and it’s triggering our impulse to collect.
Print Magazines Continue To Publish In Niche Genres
When traditional magazines from publishers like Conde Naste and Meredith are announcing the ceasing of print publications, what are new niche magazines like Sift thinking? Here’s what they know: the power of paper, branding, reach, and the reading experience.
Has the magazine been successful for King Arthur Flour? We interviewed Sift Magazine’s Food Editor, Susan Reid to find out: “King Arthur Flour has been around since George Washington was president, but has only recently (last 25 years) become a national brand. Sift is one of the ways we’re trying to build awareness in areas that may not know about us. Yes, we’d call it a success.”
Setting King Arthur apart is also their status as a Certified B Corporation. According to bcrporation.net: “Certified B Corporations are businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. B Corps are accelerating a global culture shift to redefine success in business and build a more inclusive and sustainable economy.”