Don’t Judge A Book By Its Cover?
The covers of magazines are extremely important to their public image and sales. Liz Jones, editor of the UK Marie Claire from 1999-2001, says: “Nowadays, when the average time spent choosing a magazine and lifting it off the shelf is about three seconds, the covers make or break a magazine. You need lots of cover lines [- the phrases like ‘Great sex today!’ promoting articles in the magazine], and they all have to be compelling” (Jones, 2001a).
(Gauntlett, p. 197)
When standing in line to check-out at a grocery store, a Target or Wal-Mart, it is a safe assumption that most women scan the tabloids and magazines. If nothing else, it's entertainment for a few minutes, when there's nothing else to do. But that's just it-- we're in line for no more than a few minutes. What is it that catches our eye? Headlines? Color? Our favorite celeb on the cover?
This video shows women's magazine covers from years ago and the progression they have made to keep up with the changing times and competition. Key themes and headlines are also addressed.
First, Cosmo covers tend to be far more brightly colored than any others. Also, their bold/key words are risqué in comparison to Marie Claire. The basic saying “Sex Sells” seems to ring true.
Jennifer Garner’s cover seems tame—especially when the smallest numbered headline (#6) reads: Test your Sex IQ. Cosmo surely would’ve had this one much larger and bolder. The biggest headline on the cover? #7: Bags & Shoes.
Even with a half-naked Christina Aguilera, Claire only goes so far as to boast “Sexy Winter Skin”. Furthermore, there’s a headline reading: Love Rehab: “I said no to sex…and got sexier.”
Gauntlett's text Media, Gender and Identity lists the following key themes found in women's magazines:
Men as sex objects
Sex and sexuality
Relationships
Transformation and empowerment
Three out of the four themes can be considered interrelated-- sex and relationships go hand-in-hand.
I feel that the video about magazine covers more accurately pinpoints the themes. The following “Coverline” themes were listed:
Men & Relationships
Makeup & Makeovers
Fashion
Diets, Exercise & Body Image
De-Stress & Quick Cures
Celebrity Tell-All
Sex
"Fashion" or "Style" seems to be one of the key themes of Marie Claire, and these do not necessarily fall under "transformation and empowerment". Cosmo appears to have headlines falling under all four of Gauntlett's key themes, while Marie Claire does not. Both magazines are popular and high-sellers.
This video can be to watch, at times, but they bring up some good points. First of all, I could relate to only buying a magazine while I'm traveling. Next, men's magazines can be better for "learning"-- "topical stuff" such as politics or articles such as "How to get a good night's rest" or "How to choose a good wine." Also, the girls discuss how women's articles always seem to be the same information, just constantly re-vamped. Finally, it seems women should constantly be aware that what they are reading MAY NOT BE TRUE!
As much as we'd like to find a definite answer to the question, "What makes us read women's magazines?", there will never be a set answer. Even though I do not see a large shift, or any shift for that matter, in either set of key themes listed. Due to the vast differences in womens' personalities, changing times, and media's influence, the answer will always be changing. Some want sex tips, some want fashion trends, others want cooking help...and many want whatever information is trendy.
