Chile Pepper adds spicy lifestyle content

June 26, 2000 - Spicy food lovers will soon be getting spicy lifestyle articles as Chile Pepper broadens its editorial focus.

The bimonthly magazine hopes to appeal to people who may not necessarily fall in to the traditional "eat the heat" category, but do travel extensively and eat accordingly. The typical core reader is a 45-year-old man who is educated and affluent.

With a current circulation of 40,000, the editorial change should trigger a 250 percent increase in readership no later than 2001. The repositioning tactic is also being used by owner Joel Gregory's other venture, Cigar Aficionado.