Joanne Doan and Katie Dale meet

An Interview with BP Magazine Publisher Joanne Doan


Sitting inside a lively Starbucks shop this Tuesday morning, I met with distant relative and publisher of bp magazine, Joanne Doan. Her radiant smile and confident demeanor gave me an inspiring subject to glean insight from as she graciously offered the opportunity to get to know her a little. Here are my findings from the interview.


BipolarBrave: Joanne, tell me a little about your background and how you got into this industry.

Joanne: My degree was in economics, and it was never a dream to be a publisher but I loved magazines — I was a magazine junkie. I sort of fell into the business, but it wasn’t coincidence. Call it the path I was supposed to take, fate or destiny.

BipolarBrave: So why bipolar disorder? Did you or someone you knew have it?

Joanne: I don’t have bipolar but my grandma did. Her maiden name was Courage, so that’s what I named the business after: Green Apple Courage… and Green Apple because I eat a green apple every day.

BipolarBrave: What were the steps you took to starting bp?

Joanne: At the time I was a single mom with three girls and had an okay job, with great coworkers, but it was a lot of travel and time-consuming work for the pay. A gentleman came into my consulting firm with schizophrenia who had a magazine for schizophrenia in Canada and he asked for my help. Then I was approached by someone else in marketing about a bipolar magazine. Nancy Tobin, a very talented editor from Buffalo was instrumental in launching bp with me. She knew a ton about newspaper and magazine businesses so we developed the first issue.

BipolarBrave: Has finding content ever been a problem?

Joanne: Content has never been a problem., bp’s Facebook page, and the email we receive is a robust source of comments and content.We have enough topics to be a monthly magazine. Because bp is a chronic condition, there’s a lot to write about: hope, support, and ways to manage bipolar. Just as there are issues for body and fitness magazines every month, the brain is an organ that needs to stay in shape!

BipolarBrave: What’s your magazine’s influence in the healthcare world?

Joanne: Our business launched in 2004 and we just had our 50th issue last winter, so just like bipolar disorder, our magazine has had its ups and downs. The feedback we’ve received from doctors is that they “love” bp Magazine and that it normalizes bipolar and that’s our goal. On that note, our readers diagnosed with bipolar tell us that the magazine lets them know they are “not alone” and there is hope.

BipolarBrave: What was your vision for the magazine?

Joanne: It was our vision to reach for the stars and have bp look like any magazine you’d see on the shelf at a news stand. We had an editor’s panel for input on what the first issue would look like inside and out. One member on the panel suggested it look like something you could read on the plane or bus and not look “crazy”. So we went with a glossy, cool look that could be on any Barnes & Noble magazine shelf. We keep pushing ourselves that way. Our art director, Beatrice Laurey has carried that vision through.

BipolarBrave: Why bp and not ‘BD’?

Joanne: We decided to just go with bipolar – “bp” vs “disorder” which would have weighed down the logo – it felt more stigmatizing like “mental illness”. Even the logo with the ‘b’ pointing up and ‘p’ pointing down was integral. I asked someone by the name of Imogene who had bipolar to give her ideas on a draft of our logo and she added the up and down points representing the ups and downs of bipolar.

BipolarBrave: What’s a typical day at bp like?

Joanne: Busy! Currently our art director, Beatrice Laurey and our social media manager, Shane Furgal – who leads our websites growth by developing our bloggers, vloggers and partnerships – work from the Buffalo, NY office. We’re also lucky to have a summer student join us and add her research knowledge to the team! However, we really are more of a virtual business with our team working from their home offices in Vermont, Rochester, Niagara Falls and Syracuse – and of course, we work with writers from across the country.

Our typical day involves daily meetings about our websites’ traffic: (bipolar) and (depression) and then review of our magazine’s editorial and print production schedules. I usually speak to our editor, Liz Forbes about interview opportunities which sometimes involves a celebrity. Liz also writes our weekly e-newsletters that focus on new research, symptoms, management tips etc. They’re informative and supportive of our community and receive high praise from our subscribers.

BipolarBrave: What’s up and coming at bp?

Joanne: We just launched an app for our digital magazine last week (28th of April) for bp and will for esperanza. We’re excited that we can offer the full magazines on iPad, Kindle etc.! Since our launch in 2004 we are realizing that bp has evolved into being a leader in the industry as we were interviewed by People magazine when Carrie Fisher died and just last week, Teen Vogue reached out about their upcoming story on bipolar and dating. Our message is clear: brain-based illnesses are common – and that includes bipolar disorder. We continue to work to educate people about bipolar: that it’s a chronic illness like diabetes and arthritis. And like all chronic illnesses early diagnosis and proper treatment are ultimately key to having a good and productive life.


Joanne Doan Media Award

Joanne Doan receiving the 2016 Top Women In Media Award, image source:



4 thoughts on “An Interview with BP Magazine Publisher Joanne Doan

  1. dyane says:

    This is a wonderful, wonderful interview! I’m incredibly thrilled & honored Joanne will be endorsing my book “Birth of a New Brain – Healing from Postpartum Bipolar Disorder” with a foreword by Dr. Carol Henshaw. (Post Hill Press, October 10, 2017)

    I got a huge kick out of reading that Joanne eats a green apple every day. I do too!!! (I have it with almond butter though….. I guess it’s jus a little bit more fattening!) I also love how she used “Courage” in her business name, and why that was the case.Thanks for this fabulous post :))))


    • Katie R. Dale says:


      How serendipitous! I am excited you are going places with your book – what an honor to have Dr. Kay Jameson, Dr. Henshaw and Joanne endorsing your book. I am writing a memoir as well, and am looking to find an agent and publisher as I am in the editing process now. Any suggestions?

      Liked by 1 person

      • dyane says:

        Hi Katie! Thanks for your sweet email! 🙂 Have you written your proposal yet? Well, first I should tell you that the cool thing about memoir is that you don’t need to finish the memoir before you send out your proposal to agents. (Hope that makes sense!) I recommend a book by Brooke Warner, publisher of She Writes and author of numerous cool memoir-related books, about writing a memoir proposal and selling it – I have the link for you below. I’d also get in touch with Joanne to see if she knows any agents (or other people who know agents!) who might look at that proposal – there’s nothing wrong whatsoever at utilizing relationships you’ve developed (whether you’re related to the person or not!!!) Even if she knows only one person, that could be the one who leads you to your book deal. If you send me your email, I’d be happy to tell you a little more. I’m at Here’s the link to Brooke’s book:


  2. dyane says:

    p.s. Good luck! 😉 You’re a great, animated writer – it was a pleasure reading your post due to the high quality of writing alone, and I’m excited for you!!!


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s