Edible Vineyard started in 2009 with a new publisher, editor and art director, none of whom had ever published a magazine. Content about food is rather easy to gather, the Editor, Ali Berlow, was a food writer, food activist, and NPR radio personality commenting about food. Writers were in abundance. The Art Director, Lauren Carelli, an assistant professor at the University of Pennsylvania, had a layman’s knowledge of Adobe InDesign and had never designed a publication before. With the templates provided by Robb Rice of Ready-Media, Edible Vineyard was able to launch a new publication with Departments, Features, Listings, Table of Contents and Photo Spreads. The templates offered the new Art Director a structured palette with strong typography through which the publication was able to clearly communicate its message. Ready-Media’s, Robb Rice was there for review and comment throughout the first issue. Ms. Carelli is now flourishing as Art Director and has developed new templates expanding on the formats provided by Ready-Media.
Edible Vineyard was able to become a profitable magazine in its first year due its low cost of entry.