Reisenbach thinks that the upscale demographics and growing numbers will help in her effort. What will hamper it, interestingly enough, will be the policies of the magazine itself. While there are lots of advertisers we'd be happy to have, we are developing criteria that will work well with our readers. For example, Reisenbach says, companies that test products on animals or aren't equal-opportunity employers will probably be excluded. Utne, however, isn't worried.
Experts say that's probably pushing it.
But no one doubts that the magazine is at the right place at the right time, talking to a growing number of baby boomers about doing well but longing to feel that they're doing good, too.