Originally published on Elephant on July 25, 2011 Via elephant journal.
I’ve been asked “why elephant” a lot, recently, for some reason—three times yesterday, and once today in an interview for a book about entrepreneurship and intuition. So, here you go, a comment adapted from my response to a reader asking why we, a yoga-oriented blog. were publishing an article by a lady about her appreciation of masturbation.
We aren’t a yoga-oriented blog, exactly, or an adventure-oriented site, or a green-focused publication, or a Buddhist journal, or any one thing. We’re “elephant.”
We did start out, 9 years ago, as a yoga magazine. But even then we focused not on the practice of yoga per se but rather “everything that yoga people care about”—which includes, say, composting, ecofashion, mountain biking, child rearing, politicking, the arts and silly cat videos–anything. Anything that’s good for us, helps us to live a good life that’s also good for others and our planet. Triple-bottom line, you know.
So…a few years ago we got mistaken all the time for a “green” magazine, then blog. Now, yoga again.
Actually, what we’re about goes back to our namesake, the elephant. Specifically, the legend of the blind men and the elephant.
elephant journal is dedicated to “bringing together those working (and playing) to create enlightened society.” We’re about anything that helps us to live a good life that’s also good for others, and our planet. >>> Founded as a print magazine in 2002, we went national in 2005 and then (because mainstream magazine distribution is wildly inefficient from an eco-responsible point of view) transitioned online in 2009. >>> elephant’s been named to 30 top new media lists, and was voted #1 in the US on twitter’s Shorty Awards for #green content…two years running. >>> Get involved: > Subscribe to our free Best of the Week e-newsletter. > Follow us on Twitter Fan us on Facebook. > Write: send article or query. > Advertise. > Pay for what you read, help indie journalism survive and thrive. Questions? firstname.lastname@example.org