The Big Issue looks like a general interest publication. This colourful fortnightly magazine is no ordinary magazine. It is sold almost entirely on the streets of London, and all the vendors have one thing in common--they are homeless. The Big Issue was launched in 1991 by Gordon Roddick, one of the directors of The Body Shop, makers of environmentally-friendly cosmetics and health care items. Roddick saw Street News, a publication sold by the homeless people in New York City. Struck by the idea, he brought it to Britain. Initially, he was greeted with skepticism, both by organizations and by homeless people. But he decided to go ahead anyway, and commissioned John Bird, the cur- rent editor, to set up the magazine. The first issue came out in September 1991 in London. It had a circulation of 30,000 a month, and the magazine was sold by about forty vendors. There was plenty of interest in the magazine and the idea grew and grew. Circulation increased to 143,000 a fortnight, new offices were established in Brighton and Manchester and another project is planned in Scotland. Now, about 500 vendors actively sell The Big Issue, and it has now turned into a weekly magazine. To qualify as a vendor for The Big Issue, you have to be homeless or in temporary accommodation. Jonathan lives, at present, in a bed and breakfast place, but he has slept rough in the recent past. He was made redundant from his job at a printer's last year. He got behind with his rent payments and was then kicked out of his flat. He spent six weeks sleeping rough and staying with friends in London while he looked for work. He has no job, no money, no deposit, and no transport to help look for work. Then he was introduced to The Big Issue. Now he is a vendor and he spends his days on the streets selling copies of the magazine. He buys them from The Big Issue for 20 pence a copy and sells them for 50 pence. He keeps the remaining 30 pence as his own profit. On average, he sells ten copies and profits three pounds an hour. The policy of The Big Issue is to 'support homeless and ex-homeless people'. All the vendors are homeless people, and about one-third of the staff at the office are homeless or ex- homeless. Selling The Big Issue gives these people money, but more importantly, gives the much needed social support to help them move on. For many, The Big Issue is a real vocation and it lends structure to their day. The image of the publication is of great concern. All the vendors must sign a code of con- duct, agree not to sell the magazine while under the influence of drugs or drink, and not to harass other homeless people. Vendors are trained and given ten free copies of the magazine. They are supported by a team of people who help them find a pitch and help them through any initial problems. They also deal with the police if there are any complaints. The slogan on the front of the magazine reads, 'Helping the homeless help themselves'. The Big Issue has done a tremendous amount for homeless people in London, and has increased the opportunity for them to control their own lives. Which of the following statements about The Big Issue is true?