Green, but not just any shade of green...

It gives a whole new meaning to greening. You may want to watch for a new magazine called Verdant, though it won't be available on newsstands until next year. The magazine's slogan is Smarter Choices for Better Living.

The closest that Canada has to such a thing is the excellent Green Living from Key Publishers, but it is mostly concentrated in the Toronto area (the City of Toronto is one of its major supporters). Verdant, on the other hand, has national ambitions, an upscale pedigree and Manhattan attitudes.

It is published by Cottages and Gardens Publishing. (They produce the tony titles Connecticut Cottages and Gardens, Hamptons Cottages and Gardens and Palm Beach Cottages and Gardens.)

"The need for reliable green information has now reached a tipping point as green becomes mainstream," says the magazine. "So-called green articles appear regularly in national magazines and newspapers. Greater public awareness has ignited a demand for a regular and qualified green information source—with no axe to grind and no political agenda (other than showing how to conserve valuable natural resources).

"Verdant will help contribute to the preservation and improvement of our planet's environment by bringing new ideas and information to a sophisticated, modern audience who lead by example in their purchases. Verdant is designed to appeal to readers who are comfortable in their lifestyles but more interested in learning about new ways to live better by making smarter choices that help—not hurt—the environment."

Dwayne Flinchum of the Iridium Group has come up with the handsome, square format design. The editor is Sharon King Hoge, a journalist and former TV broadcaster who has written for national publications such as Conde Nast Traveler, Global Traveler, Forbes FYI and Cottages and Gardens magazines.

Says Ms. Hoge, "Verdant is not a typical environmental magazine. Verdant will reach influential thought leaders and active consumers searching for authoritative answers about implementing greener strategies to improve their lives. We are reaching out to sophisticated readers comfortable in their way of living but anxious to learn how to live with new and better sustainable options."

No word about the subscription price, or frequency, except to say that there will be "limited newsstand distribution" and most circulation will be by subscription. The premier issue in September won't be on newsstands, but polybagged with sister publication Hamptons Cottages & Gardens (HC&G). HC&G is distributed free throughout the Hamptons (the East End of Long Island, NY) and at several locations in New York City. Verdant’s preview edition will be mailed to all HC&G subscribers.

Online? "Verdant is designed as a print publication," sniff the editors. "It is geared toward an audience that enjoys the tactile experience of reading a physical magazine and appreciates high-quality, beautifully produced publications. We are exploring ways to make Verdant’s content available online."

If you want to get on their list for further information, write to subrequest@verdantmag.com or Verdant Magazine, 535 Fifth Avenue, Suite 202, New York, NY 10017.