1974 Ad

Vegetarian Times, August, 2002 by Laurel Lund

That's certainly the way I feel about VT, which publishes its 300th issue this month. It's amazing to note how this magazine has grown from its infancy in the early 1970s, when its young founder, Paul Obis, created a four-page, typewritten newsletter and handed out 300 free copies at Chicago-area health food stores. Subscription blanks tucked inside netted three subscriptions. Today, our audience numbers almost 1 million strong.

The magazine has changed, but so has the world around it. In 1974, when VT was born, the United States was undergoing tremendous political and social upheaval. The country was in the throes of the Vietnam War and Watergate. And streaking had become "Oscar worthy." It was a time of covering up and baring all.

It was a time of covering up and baring all in clothing too. The fashion of the '70s ran the gamut from leisure suits, down jackets and maxi skirts to halter tops, mini skirts and hot pants.

It was a time of derelict design in the home--how well I remember, from my first job as furnishings editor for Better Homes & Gardens! Think supergraphics, shag carpets and avocado-gold-orange color schemes.

It was a time of great drama and humor in popular culture. In the fall of '74, top record "singles" included "Annie's Song" by John Denver and "The Night Chicago Died" by Paper Lace. Popular movies were "Blazing Saddles," "Young Frankenstein" and "Chinatown." Favorite TV shows included "All in the Family," "M*A*S*H" and "The Waltons." And CB radios were all the rage.

It was a time of not-good-for-you fast food and good-for-you fit food. All-American favorites included Tab cola, Fritos, Kentucky Fried Chicken, Manwich Sloppy Joes and Slurpies, while popular health food fare included granola, pasta primavera and greens from the now ubiquitous salad bar. Alice Waters, an inspiration for today's organic movement, opened her famed Berkeley restaurant, Chez Panisse. The Windy City's RJGrunts offered dieting diners the first salad bar, boasting over 40 health food items. San Francisco's vegetarian eatery, Greens, opened in 1979--the year that even beer went healthy, with Miller Lite. And vegetarianism was on the rise.

That was then, this is now. With the times, VT has remained true to its past while keeping its eye steadfastly on the future. We continue to evolve, yet we never forget our roots, just as the magazine's founder wished: "Any topical magazine that seeks to serve its readership must be able to change with the times if it wants to remain relevant, [and] though the magazine has changed over time, the thing that remains constant is our commitment to the underlying principles of vegetarianism: good health, reverence for life and stewardship of our Earth." Happy 300th issue, VT!