1st September, 2004
Local Case Studies Available

First magazine to tackle allergy epidemic hits newsstands

A unique magazine that tackles one of the hottest health topics afflicting the nation goes on release across Britain next week.

Amazing true life stories such as the woman who is allergic to her television and can’t go in shops until they turn off their lights appear in the latest edition of ‘Allergy’.

Petra, 37, reveals how standing near heaters made her anxious and irritable, mobile phones made her skin crawl and even her favourite café was out of bounds because the coffee machine stressed her out. Eventually she had to give up on life in the city and move to a caravan in a remote part of the country where she has a gas cooker and battery-powered lamps.

If she visits friends they have to turn off their appliances, and she often sleeps in the woods to escape electricity.

Her allergy is one of the growing list of everyday things that trigger reactions in people. ‘Allergy’ is the first magazine dedicated to the increasing national problem of allergies.

Previously available only on subscription, at chemists and doctors’ surgeries, the magazine has proved so popular in helping sufferers deal with their allergies that from next week it goes on sale in Tesco, Sainsbury’s and Morrisons supermarkets, and at quality independent retailers.

Editor Charmaine Yabsley said: “Allergies and food intolerances are a huge issue with one in three people now suffering reactions to what they eat and to products with which they come into contact every day.

“People need credible answers and honest and sound advice about why they are allergic, what causes allergies, what else they might be intolerant to and of course how to treat allergies. Mothers, in particular, want to know how they can help their children.

“The magazine has already helped thousands of people by reporting on the latest and most effective therapies, carrying features from health professionals and by publishing real life stories so sufferers realise they are not alone. Now more people can get the help they need.”

‘Allergy’ fills a gap in the health magazine market and meets the demand of readers for an authoritative publication that helps them deal with their allergies.

Four issues have already been published to high acclaim from readers, health professionals and pharmaceutical manufacturers, who have praised it for its unbiased advice and informative features.

Endorsed by Allergy UK, the country’s leading medical charity for people with allergies, the bi-monthly publication appeals mostly to women aged 25-50 with children.

These women say they do not currently have enough information about the allergies they or a member of their family suffers from and are desperate for a single source of authoritative information.

The number of allergy sufferers is soaring by five per cent a year and 20 per cent of the population is suffering from allergy symptoms at any one time.

‘Allergy’ magazine is also available on subscription by visiting www.allergymagazine.com