Big Issue sellers 'worthy of support' John Bird, founder and editor of the Big Issue, has said only 25% of people who pay for the magazine actually take a copy. Speaking to the Today programme, John Bird explained: "People may not take the paper, but they still support the vendor because they see them as a person worthy of support." Tim Luckhurst, Professor of Journalism at the University of Kent added: "People don't feel any need to take the magazine because there's so much coverage of similar topics elsewhere." First broadcast on the Today programme on Monday 30 September.