VIVmag is the first exclusively digital

Digital

A digital system is a data technology that uses discrete values. By contrast, non-digital systems use a continuous range of values to represent information...

, interactive women's lifestyle magazine. Launched in 2006 and backed by Canadian industrialist David Harrison Gilmour (the founder of FIJI Water

Fiji water

thumb|right|FIJI Water for sale in a deli.FIJI Water is a U.S.-based business and brand of bottled water derived, bottled, and shipped from the Fiji Islands. It is available in 330ml, 500ml, 1 liter and 1.5 liter bottles...

 LLC), the bimonthly magazine is distributed by Zinio

Zinio

Zinio is a publishing technology and services company, which provides sales and distribution of printed material in digital format including magazines, books, catalogs, newsletters and research...

 Systems, Inc. There is no print version. The paperless title can be viewed in most browsers or downloaded to your computer and read via the Zinio Reader.

Editor in chief Anne M. Russell is the former editor of Shape magazine and, like Shape, VIVmag offers service journalism

Service journalism

Service journalism is a term for generally consumer-oriented features and advice, ranging from the serious to the frivolous.-History:Magazines have always strived to inform and entertain. However, modern service journalism was pioneered in part by Clay Felker, who launched New York in 1968...

 in areas of fashion, beauty and nutrition, in addition to overall fitness

Physical fitness

Physical fitness comprises two related concepts: general fitness , and specific fitness...

and health. VIVmag, however, targets a slightly older (35+), more upscale demographic.