UK's First Muslim Lifestyle Mag Goes Mainstream

UK's First Muslim Lifestyle Mag Goes Mainstream

LONDON, September 30, 2005 (IslamOnline.net) - Emel, Britain's first glossy
Muslim lifestyle monthly, has gone mainstream to give a deep insight of
Muslims, break cultural gaps, in addition to clearing misconceptions and
stereotypes on Islam.

"We're offering a window into Muslim communities, away from the clichés and
stereotypes," Sarah Joseph, editor and co-founder of emel, said in a press
release e-mailed to IslamOnline.net.

"We aim to bridge the ever increasing gulf of misunderstanding and
mistrust."

The magazine, which has been running as a quarterly for two years, joined
the mainstream media in Britain as a monthly, with the official launch
taking place Thursday, September 29.

It includes features, commentaries and interviews, giving a deeper insight
into today's Muslims.

It also has a mix of alternative food, fashion, travel, gardening and
design.

"We express the way Muslims are drawing on a rich cultural heritage and
creating something relevant and positive for today's world," says Joseph.

"We believe it is vital to show everyday Muslims engaged in building a
constructive future in Britain."

In its first monthly edition, emel's editorial discourses the way the Muslim
magazine may be "a window, a door, a bridge" into the Muslim community,
according to The Times Friday, September 30.

It also tackles slots explaining the Arabic roots of the word "magazine",
the Islamic influences behind the construction of St Paul's, comment
features slamming the British media coverage of the fallout from the July 7
London attacks and interviews with three Pakistani cricket players on how
they keep up their fitness during the holy fasting month of Ramadan.

Profitable

The magazine, which has been selling successfully through a narrow outlet of
Muslim bookstores, community centers and the web, was decided to turn into a
monthly to meet the rising demand to know more about Islam and Muslims and
show that there is more to the Muslim communities than religious dogma and
international politics, said The Times.

"People are curious and they want to know more about Muslims from Muslims
themselves," Joseph told The Times.

"We feel now, more than ever, the need to fling open the doors and let
people in."

Launching emel in September 2003, friends and well-wishers helped to raise
£20,000 to launch the Muslim magazine.

Two years on the magazine is now profitable, and is going mainstream, she
said, by popular demand.

The Muslim magazine has subscribers in over thirty countries.

"We used to be only in Muslim bookstores and at niche outlets," Joseph was
quoted as saying by The Times as saying.

"From today it is available in Borders, Tesco, W H Smiths and newsagents up
and down the country."

http://islamonline.net/English/News/2005-09/30/article06.shtml



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