Picked up the launch issue of THE STYLIST - the new weekly free magazine handed out on the tube in London from the publishers of SHORTLIST. It will be out every Wednesday complimenting the Shortlist on Thursday and Sport on Friday.
What did I think of it? As with Shortlist, very professional, some excellent in-depth journalism and complimented with stylish big name advertisers.
But there was a nagging doubt. Just as I find it patronising that Shortlist is only handed out to men and targets that audience, the stylist perpetuates the old fashion myths that women just want babies and only work to go shopping. It is a shame in this modern age where we should be defined by music, hobbies, interest not gender or race that a publishing vehicle exists to enhance these stereotypes further.
Granted, there are hundreds, thousands of female only magazines, but would like to think these have moved on from what to cook for your husband or how much time we spend putting our make up on.
So, good female audience for reaching the young, urban London Market, but a bit more inclusive editorial to show the advertisers in a good light.
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I'm a boy, and I certainly wouldn't want to read Cosmo or Company...thank god for mags that target Women and Men separately.
ReplyDeleteIt's important for advertisers too of course!