Wednesday, September 26, 2007

Webzines Killed the Magazine Star

Magazines today are facing a hyperlink world. Now more than ever magazines need to be creative with the way they present themselves to readers because so many opportunities are available to them through technological advances, including the most influential the world-wide-web.

One essntial way to expand and grow as a magazine is to maintain a website along with the print publication. Many print-published magazines find it necessary to have a website since most of today’s world revolves around a computer.

With the costs of producing magazines sky-high and competition fierce, a new form of the magazine has taken over. The magazine website, also know as a webzine, cyberzine and hyperzine is becoming a common plank for up-and-coming magazines to launch off.

It is less expensive to maintain a website and an easy way to connect with readers internationally. Just take www.budgetsavvy.com as an example, whom had to give up on the idea of being a print magazine after a short time.

A webzine is not to be confused with blogs because a webzines bypasses the strict observance to the reverse-chronological format that you must stick to on a blog. Also, you have more control over a website as far as design, which leads many avenues for webzines to be creative and add content that was never possible with a print magazine.

The biggest change from jumping from the page to the computer screen is that with webzines you can add audio and/or multimedia projects. These new features allow readers to experience more of what they are reading on the web or feel like they are more a part of the story.

A good example of how webzines have changed the magazine industry is apparent on www.salon.com, www.pitchforkmedia.com and www.theowlmag.com which are highly respected as sources for news.


By adding videos, audio of interviews and multimedia projects, webzines are creating a new standard for receiving information. You can log in, sign up and click away at up-to-the-minute information compared to waiting a month in between for your subscription to come in the snail mail.


Though fighting through pop-up advertisements and the absents of computers on long journey’s are arguments that keep print afloat, only the future will tell how much longer glossy print magazines have in this ever-changing magazine market.

Tuesday, September 25, 2007

Time for a change



Time magazine, the stalwart in American weekly news magazines, has undergone a renovation of its marketing technique in 2007 that leaves the educated magazine industry critic to believe that it has fallen or is falling on hard or harder times.
One of the tell tale struggling signs of a magazine, despite what the company’s PR staff attempts to spin it as, is a redesign in their layout. In a sneaky last-ditch effort geared towards gaining more peaks at the newsstand, redesigns aren’t effective for much more than giving a fresh new look at the same dry content.
Time has also remodeled their website in an attempt to draw subscribers away from their print copies and towards the online sector, which is cheaper and easier to maintain the relevance which is so essential in today’s flash-flood news market. As well as admitting to their advertisers that there may be a nearly 20% drop in print readership.
But a much more direct admittance of financial strife is a slash in circulation, which Time also underwent this year by an estimated 750,000 copies, according to a study done by the Christian Science Monitor (http://www.csmonitor.com/2007/0514/p13s01-wmgn.html?page=2).
The Time newsroom cannot be as comfortable as it once was either. The magazine has cut 140 journalists from its staff in the past year, dropping from 362 people in 2006 to 226 in 2007 according to CSM.


So what does this all mean for the titan of newsweeklies?

According to Shirrel Rhoades, magazine consultant and former VP of Reader’s Digest, Goliath is falling at the feet of an army of David’s armed with specialized weapons.
"The trend in the whole magazine industry has been from the general to the special interest," says Rhoades.
Niche marketing, which has been the calling card for the magazine industry of recent memory, is sending the generalized publications scrambling for new ways to make themselves seem more marketable.
Americans are now willing to purchase multiple magazines solely dedicated to one topic rather than solely one magazine dedicated to multiple topics.
Time has also pushed its publication date back from Monday until Friday so that by the time it reaches readers at home or on the racks, it seems a bit more contemporary in its review of the week’s events.
But in today’s age of pocket-sized internet connectivity and mobile news consumption, Time is going to find something more than facelift in design that separates them from the rest of the pack, or the Godfather of American magazines will become a casualty of the change that comes with its name…time.

Interview: Andreas Trolf, Transworld Skateboarding

Andreas Trolf lives a pretty cool life. I mean, the guy makes a living traveling the world, doing what he loves most—writing, reading and skateboarding. The 30-year-old Transworld Skateboarding music writer was kind enough to spend a few minutes of his busy day with me, sharing insight about everything from life as a freelance writer, to friends in the business to the literary East Coast versus West Coast. Trolf was born and raised in New York, obtained an English Literature degree from New York University and has contributed to publications such as Transworld Skateboarding, ESPN Magazine, Thrasher, Fecalface.com and SLAP. With the help of a large amount of coffee and a love to talk, Trolf had plenty of wisdom to offer.

David McClymonds: In the magazine world, do you believe that it helps to have friends?


Andreas Trolf: When there is a choice of hiring somebody talented or somebody that an editor is familiar with, if the person is reasonably competent, the job will go to the friend. It's not to say that it's all sort of nepotism in contact; there is a fair amount of talent involved, but getting any type of real job is constituent on what you've done in the past. Having clippings, having bylines—that's invaluable. But a foot in the door is the most important thing. Say you're sending out clippings or resumes, you don't have a way to distinguish yourself from the slush-pile. You're in the same boat as everybody else that really wants to get their foot in the door. If an editor or anyone on staff can recommend you and say that you're a writer that will deliver something, you're someone to be counted on, that's way more valuable than a degree in journalism.


DM: Would you recommend spending time in New York to make contacts, friends?


AT: The industry is there and the experience will be there. That's where people go to cut their teeth. That's where people make their names and their careers. You'll never have a shortage of something to write about. But then again, you won't ever have a shortage of something to write about here, you just won't have as much opportunity.


DM: Do you think as far as skateboard writing goes, there is as much opportunity in New York as here in California?


AT: There's no skateboard media located in New York, but there is generous New York coverage in all the magazines. There's tons of local photographers. As far as skateboarding media goes, a lot of times photographers will write the pieces as well. That's a way for the magazines to save money and not have to pay writers. To be 100 percent honest, based on people I know in the skateboarding industry, there are a dozen people making their living writing that aren't editors. People that make their living in skateboarding specifically from writing number very few. So if you want to go into skateboard journalism, get a camera, learn how to shoot it. You stand a much better chance if you're offering an editor images and words than you do if you're just offering words. That's just the nature of skateboard journalism. How do you write about something that is visual? It's much more difficult.


DM: You went to school in New York; do you feel like when you came to San Francisco you were prepared, as a writer?


AT: I actually had written for SLAP years ago, before I finished school. And that is, like we talked about earlier, based upon knowing people. Having an interest in writing, being blunt about it and saying, hey I can do this, I'd like to. Why don't you let me give you an article? A lot of it was based on sending out clips or being referred to a magazine by someone. But when I came back out here I had a staff position already and had a bunch of regular freelance jobs.


DM: Do you often get job referrals?


AT: Generally, people loathe to give up paying jobs. Referrals generally happen when an editor has seen your work somewhere else. I don't want to characterize anyone as being overly attached to their own income, but you really need to chase down jobs and chase down paychecks a lot of the time. The difference between having the rent payed on time is not screwing someone out of the job, but not passing along a job, either. As with anything, when you have a large amount of people vying for a limited number of spots, there is competing. It, by its very nature, is competitive.


DM: How much did an English degree prepare you for writing non-fiction?


AT: I don't know. The one thing that I really took away from going to school for English is that you need to read all the time. If you don't have time to read, you shouldn't have time to write. You can't write about skateboarding unless you're a skateboarder. What school does ultimately, is put you in an atmosphere with like-minded people that is conducive for you to learn. If anything, the experience of just being in that atmosphere, reading anything that I could get my hands on benefited in so many ways. I'd say that going to school just gives yourself more of an opportunity to concentrate on something.


DM: The way I see it, school teaches discipline more than anything... Showing up to school on time all semester—a lot of people can't do that.


AT: Right. Just don't fool yourself into thinking there is this end in sight. If you're not a more astute observer of life at the end of each day than you were at the beginning, you're not learning. Seriously, discipline and determination you need for anything, really. You've got to constantly be better than you are.


-David McClymonds




New Magazine Eldr is Helpful and Interesting for Over 60s as Well as Younsters


EldR is a new magazine based in the Bay Area that was launched in July, with a target towards readers of 60 or older. According to their manifesto, the aim of the magazine is to celebrate getting older and offer helpful articles and forum for their readers to talk about the challenges and obstacles they face as they get age.
On one end, many of the features in EldR are health related and are extremely serious, such as their articles on dementia and Alzheimer’s. While reading these can be a bit of a downer, they are well written and even offer an online forum for people to ask questions and discuss their fears about these issues. These articles are also not strictly made interesting to elders-as a 22-year-old, I enjoyed reading them because they were well written and informative about issues that are important to older generations but to everyone else. Based on the online edition of EldR, its features pay particular attention to developments on Alzheimer’s, and even have a section on their menu devoted to pieces written on the subject. One surprising fact I learned while reading this section was that rapid weight loss in middle age can lead to dementia and Alzheimer’s in women.

While EldR puts focus on the health issues of the aging population, they don’t forget that even retired people have to have fun and spend tons of the money from their 401K on fantastic vacations! Eldr balances out their heavier articles with guides on where to spend weekends and time with their grandchildren, as well as suggestions on where to eat on your trip.

EldR even has a blog called “Mad as Hell,” in which different writers complain about things like telemarketers.

EldR is a perfect read for the doctor’s office, and I hope the people who market this magazine know this. Every doctor’s office I have been to that is not a pediatrician has predominantly old people in the waiting room, and this magazine will get them thinking about their health so they can ask the right questions before they go see their doctor. Move over Highlights, Eldr is taking over every badly decorated waiting room in the Bay Area-and hopefully the nation.

www.eldr.com

The Apprentice? Nah, he's the Master. Sort of.


Donald Trump will announce Tuesday that he is bringing back the magic that is Trump Magazine. The real estate baron has reached an agreement with Ocean Drive Media Group, which publishes small magazines for wealthy readers, to bring back the mag that stopped production last spring. Trump is scheduled to drop its first issue in November and will focus on fashion, home design and various ways to spend loads of money.

The Donald has been down this road before, previously with Trump Style and then Trump World, which was later relaunched as Trump Magazine. This new edition will be distributed freely to Trump properties and will be sold ($5.95 cover price) at newsstands in a handful of cities where his buildings are concentrated.

Ocean Drive Media chairman Jerry Powers was quoted in a NY Times article regarding the aim of the magazine. "We’re going to do stories on private jets, the interiors of the new jets, new lines of Louis Vuitton luggage, Mikimoto pearls, stories on very high-end jewelry like Cartier, travel around the world, golf clubs, fashion," he says. "It’s definitely aimed at the reader who doesn’t have to ask how much it costs."

Ugh. At least the Boss is sticking to what he knows. At least he won't be on TV. Maybe this will keep him from making appearances in professional wrestling. I don't want to ask Don Don for advice on how to body slam someone through a folding table, but rather how to properly accessorize my Gulfstream Jet. It's not that my boy D isn't a like able cat. He's just your regular white, middle-aged, wealthy man. You know, the type the public can generally trust? Right???


To his credit, the man is pretty good with money. He was quoted as saying in the New York Times he "put up no money" for this new mag. Considering the first version of it flopped, I'd say that's a pretty savvy move.


It is understood that since Mr. Trump has a lot of money, he is pretty much going to do what he wants. A good possible explanation as to why this mag is being published. Realistically, his target audience is very small. If anything this magazine helps illustrate the growing gap between the lower and upper classes. The Haves and the Have-Nots. The Trumps and Coverlines Blog Editors. Trump: Bringing it all back to the money. Dolla dolla bill y'all.


When asked is his mug would appear on the first cover, Trump responded "Only if they want to sell a lot of magazines." Dubious, at best. Donald always seems to be forgetting that not everyone on this planet loves him.

Ode to Hef



He was a man with a vision. Hugh Marston Hefner was born in 1926 in Chicago. He was the son of two conservative Protestant parent. Nobody knew that this rambunctious young lad would turn out to be a revolutionary in the magazine industry. His plan to make the ultimate gentleman's magazine has definitely come into fruition. Hef is a hero to most heterosexual young men because of his ridiculous amounts of money and his infamous troops of girlfriends.

According to his official biography on Playboy.com, Hef got his start in the media business while he was in the army drawing cartoons and writing short stories. After he was honorably discharged in 1946, Hef went on to school to study Sociology and Anatomy. Hef found a real interest in discussions about sex and its roles in society. After a few post-college jobs, Hef began as a promotion copywriter at the popular magazine Esquire. When denied the raise he demanded, Hef began to look elsewhere for work.

Hef wanted to be his own boss just like everyone else. In 1952, he believed that the country was ready for a sophisticated men's magazine that tackled all of the issue relevant to both culture and pop culture. So in December 1953, the first issue of Playboy hit newsstands. Produced in Hef's apartment, this issue featured a cover with Marilyn Monroe on it. At the time, she was probably the most famous woman and sex symbol of the time. The first issue sold about 50,000 copies, which was enough money to pay for the next issue as well as the ink and paper for the first. Right then Hef knew he had something going.

By 1971, Playboy was selling 7 million copies a month and the company was publicly traded. Hef established himself at the Playboy Mansion in the mid-70s. This infamous abode has been host to some of the wildest parties on record. The most famous section is a sort-of caved in pool area called the grotto. It is hard to get information about the grotto because, like Vegas, what happens there, stays there.

It is a stressful life as an editor of a off-kilter magazine. In 1985, Hef had a stroke and gave the reins of the company over to his daughter, Christie. Hef still serves as editor-in-chief and gives his excellent insights toward the production of the magazine, but can also get away and relax when he needs it. Face it, its hard work being in your seventies and trying to keep up with the intense party scene all while dating some of the hottest young women around. Strange, no one feels sorry for him.

Playboy is still going strong. It is known as a very tastefully done magazine, even with its nudity. It is definitely not as graphic as a lot of porn that is out there, but will show some skin. The website offers subscriptions to both the web version and the print version of the magazine and also offers previews to the thought-provoking articles. On the right is the cover of the current issue. It also includes a lot of information about the magazine and Hef's life and also a virtual tour of the mansion.

Hef recently turned 81 years old and is still kickin'. He has a show that follows him and his girlfriends called Girls Next Door that keeps him in the public eye, which he has always embraced. Hef is truly an inspiration to decades of devoted readers thumbing through stuck-together pages. The most revolutionary magazine man of pop culture history deserves all of the praise in the world for stepping over the line and starting something as infamous as Playboy.

Double Vision?

For the month of September, several music magazines both online and in print featured articles and interviews with Los Angeles band Rilo Kiley. Three albums later and nearly a decade after their formation, their first major label album was released in August.
Spin Magazine featured the band members on its September cover and at least five other magazines, Under the Radar, No Depression, Paste, Harp, and Blender Magazine also featured them, and that’s not including the online magazines. With the newsstands so saturated with the same contemporary images and musicians, it makes one wonder how different these feature articles can be. Although the articles surprisingly took on the band profile from several different angles, there were a few familiar observations that popped up.
Under the Radar's article written by Matt Fink, focused on the new album “Under the Blacklight’s production aspects rather than the lead singer’s “skills as a writer of narratives that explore the darker side of life.” Fink thoroughly explored the relatively new pop sound. The album is the result of a gradual morph into what most magazines have dubbed “pop,” and the angle of Fink’s article is optimistic.
Don McLeese of No Depression magazine wrote three full pages about Rilo Kiley focusing on the bigger picture. McLeese looked at Rilo Kiley the band as a whole and mused philosophically about them going mainstream.
With “Under the Blacklight” McLeese compared the sound to that of Fleetwood Mac. Spin Magazine’s coverline that asks “Is Rilo Kiley the Next Fleetwood Mac?” reinforces this frame and even Jeff Levin from Paste Magazine made a Stevie Nicks reference in regards to Jenny Lewis. These are only few of many Fleetwood Mac references in all of the magazines looked at reviews included.
Jeff Levin’s article in Paste looked at an even bigger picture than No Depression. Levin mused at what this newfound stardom of a once cultic “indie” ensemble means for the recording industry.
Levin also looked at the influences of each, and speculated that the album was a look at Los Angeles as a seedy personality- more specifically the San Fernando Valley.
The article in Harp Magazine, written by Wes Orshaski, focused more on Blake Sennett (guitar and vocals) and Jenny Lewis’ relationship- both in the past and present, from their natural chemistry together, their early acting careers, to the band’s start and possible future.
Orshaski made a nod to the album’s hip hop influence on some songs- something Levin from Paste picked up on, and Under the Radar who also talked about the hip hop influence using quotes from Lewis.
In a time when magazines are all competing with each other for consumers, and when certain magazines are a dime a dozen it seems hard to stand out. And if the consumers are asking for the same things, in this case features about Rilo Kiley, it seems even harder to switch the narrative to something original.
Despite this difficulty, each article takes on its own original angle- sometimes making poignant observations about the group and the music industry as a whole. The narrative, however remains the same, “Indie band going mainstream.” It’s interesting to see how music magazines react to this phenomenon and what angles they take to explain it. One recurring mood, however, to each of the articles was of unwavering optimism.

Links:
http://www.undertheradarmag.com/
http://www.nodepression.net/
http://www.pastemagazine.com/action/article/5023/feature/music/rilo_kiley_and_rocks_new_era
http://harpmagazine.com/articles/detail.cfm?article_id=6138
http://www.blender.com/index.aspx
http://www.spin.com

To Eat or Not To Eat: Magazines May Contribute To Higher Risks of Eating Disorders in Gay Men



A study conducted by the Mailman School states that gay men show higher risks of getting eating disorders than straight men. Ilan H. Meyers, the study’s principal investigator, said to The Collegian Online that she thinks magazines may have contributed to these risks.

This month’s issues of Out and Instinct magazines show wholesome photographs of UK TV star John Barrowman and The Tonight Show correspondent Ross Mathews, but a look at past issues of these and other popular gay magazines have often depicted shirtless or nearly naked men on their covers.

These cover men can look like the boy next door or a model at a couture runway show. More often than not these cover men possess defined six packs abdomens and biceps round as grapefruits. They’re the living, breathing personification of the Greek heroes you read about in your 10th grade literature class pouting into a camera lens. The headlines around their heads, from Out’s “Revealed: The Boys of Brazil 2007”, to Instinct’s “Men at Work” suggest an erotic oasis of page-turning eye candy in each issue.

These covers are artifacts that represent what a gay man is to mainstream society, but they depict only a small fraction of the individuals that make up the gay community, which itself contains many niches. Gay men with average bodies and faces, leather daddies, bears, and cubs are not found on the covers of these magazines. These communities are finding themselves shut out from the mainstream gay publications that are supposed to represent them, but perhaps the biggest concern should be for the younger generation of gay men.

Gay youth are conditioned with these images of mythically beautiful men and told subliminally they should look like them, too. Just as it’s been shown that women’s magazines often have a negative affect on women’s self-esteem, these covers in turn take their toll on the esteem and self-worth of gay youth.

As Todd Swagler, a student at Penn State, told The Collegian Online, “for gay men…the fear that they won’t fit in or find the right someone…creates pressure to maintain a certain body type.”

As the study found, 15 percent of gay men have at some point suffered from anorexia, bulimia, and binge-eating disorders.

“One theory is that the values and norms in the gay men’s community promote a body-centered focus and high expectations about physical appearance, so that, similar to what has been theorized about heterosexual women, they may feel pressure to maintain an ideal body image,” Meyer said.

Studies so far haven’t measured to what degree magazines perpetuate eating disorders in gay men.

Monday, September 24, 2007

Facts minus the Fluff: Journals vs. Magazines



When magazines became most popular at the turn of the 20th century they were about providing facts in an entertaining way. Henry Luce and Harold Ross pioneered with Time and The New Yorker and pretty much modeled the way for magazines today. Overtime different publications have evolved in magazine history; however one form that tends to be known by everyone, but in the back of the mind is the journal.

There is a journal for almost every subject: scientific, women’s, history, men’s, etc. And within those subjects there are sub-categories for an entirely different journal. The purpose of a journal is completely different from your average magazine. One may think of them as mini textbooks that are updated quarterly (as most journals run on a quarterly schedule).
The two covers to the left show how different just the presentation of a journal and a magazine are. While magazines showcase what you'll find inside, a journal doesn't need explanation and usually sticks to a very plain, conservative cover. As far as whats inside, they are just as different as their covers.

In a magazine the author is simply a writer either interested or assigned to the subject at hand. Sometimes the writer has studied in the area of the article, but usually has no credentials in the subject.


In a journal the author is usually a professional in the subject at hand and often times the article is based on studies they have conducted or theories they have proven. In a journal the author will have credentials, doctorates, or even a Ph.D. in the subject they are writing about, giving them more credibility on the subjects. It also is not easy to get published in a journal. The information that is looked for isn’t necessarily what is popular in all of society, but what is popular and/or important in that area of study.

However, the magazines and journals can often times go hand in hand because if everyone is all of a sudden worried about child obesity then more doctors will begin to study the effect and causes of the matter. Thus, both the journal and the magazines will be talking about the same thing, but again, the journal will have more to offer on the subject.

This is important to a student for many reasons. For instance, yes Time is a popular magazine and is very credible in what they publish. However, if one is reporting on child obesity in California they are more likely to find more in-depth, accurate information in a medical journal rather Time or something like that.

To put it more simply, information in a journal is straight from the source, while information in a magazine is relayed to the reader from experts, through the writer.

More info:
http://www.lib.ncsu.edu/guides/spmaterials/
http://www.lse.ac.uk/library/newper/whatIsAJournal.htm
http://lib.utsa.edu/Research/Subject/scholarlyguide.html

Magazines Going Green

As a resident of San Francisco, the first American city to ban plastic bags, and more specifically, The Presidio, a protected national forrest, I've got ecology on the brain these days.

Everyone, from Al Gore to my good friend David Gelber, proud Prius owner, is talking about "going green" and the magazine industry is following suit.

The Magazine Publishers of America is amidst a full fledged Please Recycle Campaign to raise reader awareness that magazines are recyclable.





Along with two public service advertisments, the MPA has created "Please Recycle Logos" for members to display in their publications.





In the MPA's FAQ section regarding the campaign, they say old magazines can be remade into newsprint, tissues, and various paper products, but are generally unusable in the creation of new magazines.


Which magazines out there are using recycled paper in their production?

Co-op America has compiled a list, for a press release last year, of some magazines that are promoting the use of recycled paper in their manufacturing process. Among the titles listed are Bitch, Shape, Mother Jones, Yoga Journal, and The Nation.


All of this made me wonder just how, exactly, does paper get recycled? The answer, in an easy-to-grasp synopsis is here.


So, what can Joe Consumer do in addition to supporting enviro-friendly publivcations? You don't have to pull a Julia Butterfly Hill to make a difference.


Writer Pam Gaulin posted her ideas on magazine recycling at Associated Content:

5 Ways to Recycle Read Magazines:

#1 Way to Recycle Read Magazines: Donate to any organization or facility, like gyms, libraries, and community centers.

#2 Way to Recycle Read Magazines: Cut out recipes from any magazines that you regularly read, including the pictures. Store the magazine recipes in your favorite cookbook for future cooking inspiration.

#3 Way to Recycle Read Magazines: Magazines contain beautiful interior photographs, colors, hues, and household products. Clip and save any room lay outs or DIY projects that you'd like to try sometime.

#4 Way to Recycle Read Magazines: Roll up an already read magazine and place it in a knee-length zipped boot in order to maintain the shape of suede, vinyl or leather boot. Place a magazine in each boot.

#5 Way to Recycle Read Magazines: Use the perfume adds as liners for lingerie or sock drawers. The perfume ad pages found in women's magazines should be opened to release the scent, and folded back again so they are closed. Any glossy magazine pages can be used to make colorful liners for old bureau drawers.

Hola Esquire!


Esquire, a Hearst Magazine for the cosmopolitan male, recently welcomed a new member to its international edition family with the September 20th launch of the Spanish Esquire. The already international publication aims to fill a gap in the current Spanish man-azine arena by bringing Esquire's signature sprightly wit and smooth moves to their new Spanish baby brother. Editor in chief of the new edition, Andres Rodriguez, seemed to believe that the introduction of a men's magazine sans sleazy sex and intense promotion of materialism would be a breath of fresh air to the men of Espana and various parts of Latin America. "We men have magazines that treat us like walking American Express cards," he stated to the Associated Press before the launch. Spanish Esquire hopes to put an end to this attitude that men are defined by the super sex they're having and the shiny gizmos they own (or at least appear to do so) by featuring people they feel have something relevant to say, Woody Allen for example, who appears on the cover of the very first issue.
Spanish Esquire will also incorporate the original Esquire's use of New Journalism in it's editorial content. New Journalism, first created by Esquire in the 1960's, is a stylistic mode that merges "news writing with literary technique" and is a major factor in why the publication has flourished since the year of its original production, 1933. The American Esquire was founded by Arnold Gingrich during the Great Depression and has served as a literary hotspot since its advent with contributions from authors like Tom Wolfe, Dorothy Parker, Ernest Hemingway, F. Scott Fitzgerald, Hunter S. Thompson and my personal favorite, Raymond Carver. It's current staff includes such shining stars as recent poplit sensation Chuch Klosterman and riotous sexpert Stacey Grenrock Woods. The magazine has kept to its guns over the years by continuing to publish interesting stories from talented contributors and since it is a man's magazine after all, incorporated some... shall we say, woman appreciation. The magazine first used Vargas girls, painting of erotic pin up girls by the painter Alberto Vargas, to bolster sales in the 1940s, a thread that continues to this day with the appeal of the "sexiest woman alive" award which is granted to a female in the entertainment industry every year, ultimately leading to a sexy but seemingly "tasteful" photo spread. Although these familial traits will no doubt be translated into the newest edition, Spanish Esquire will by no means be a clone of its big brother, the magazine will feature original articles and for the most part will avoid mere translations of its American counterpart.
The new Spanish edition will carry the Esquire legacy into not only Spain but Mexico, Argentina and Chile as well. The initial print run is 100,0000 copies.
Information quoted and garnered for this post can be found at:
http://biz.yahoo.com/ap/070920/spain_esquire_en_espanol.html
http://en.wikipedia.org/wiki/Esquire_(magazine)

Interview: Steven J. Rivera

I had the pleasure of chatting with Steven J. Rivera, Founder and President of Diablo Publications about the longevity and success of Diablo Magazine. Here’s what he had to say about creating and maintaining a successful magazine in the East Bay.

How many years have you been involved in the magazine industry and how did you get interested in it?

I’ve been involved with Diablo Publications for 29 years. After working for a large corporation in the publishing industry, I quickly realized that I was an entrepreneur at heart. The success of the business [Diablo Publications] is a product of timing–the timing and place were essential. The other part would be commitment and passion.

What contributed to Diablo’s success? How did you approach the East Bay?

Back when we started, the area we serve had much less sophisticated and involved magazines. It was very suburban. I think we were always slightly ahead of it in that regard. We tried to be aspirational. We talked about things that could be–I always had the idea that we could always be a little better, a little aspirational in our approach.

Our mission was to create a place that people could be proud of. We found the best of the place and focused on those things. Whatever segment of the content we were looking at, whether it was food, or architecture, we always found the best out there to write about.

From a marketing point of view, we knew we had to be a very beautiful product. We also knew we needed to create a magazine that had trust with the reader. We focused on them more than anything, because if we engaged them, the advertisers would follow.

About 3 years ago, the East Bay Business Times ran a story about the explosion of lifestyle magazines in the area, which said “Indeed, what has long been the sole turf of Walnut Creek's Diablo magazine is no longer. Elsewhere, in territory traditionally bereft of the glossies, new pubs are sprouting up too.” Since then, some of the magazines they mentioned such as Black Diamond Living have shut down. What is it about Diablo that has made it such an enduring magazine as other regionals have come and gone?

I don’t claim we are the dominant everything, because that cuts against the entrepreneurial code that I believe in: Somebody can always build a better mousetrap. But we never stopped to feel good about ourselves when we started to win awards. We celebrated for a few minutes, then sat down and thought to ourselves, how can we do better? I think part of the secret of success is reinventing yourself all the time, thinking about how readers and advertisers all change all the time.

The other thing is, you don’t need two Diablo Magazines. In our market, we have a much more finite area and its much more homogeneous as compared to someplace like San Francisco. You have to be reinventing yourself and rethinking yourself all the time.

There could be a million reasons a magazine could fail. It’s often just businesses not paying attention. We pretend we’re our competition and play against ourselves. One of my strategies for building the business was to not be the most important guy there. I’ve tried to make myself less and less important. I wanted to create something like a living organism.

In that same article, Barney Fonzi is quoted as saying "Community involvement is key in the way we market ourselves.” How important is community involvement to the success of a regional magazine? What kinds of things does Diablo do to stay engaged with the community around it, and in turn, how does that translate to a form of marketing for the magazine?

Essential to a magazine’s success is being in involved with the community around it. There are a number of areas by which marketing and community relations are big parts. To market to a community you have to be a good citizen. There’s a philanthropic side. It doesn’t mean you’re out there cutting checks. But you’ll notice all these logos where we are a sponsor of events.

For instance, we want to raise money for the Food Bank of Contra Costa and Solano, Alameda County Food Bank, and Project Open Hand. So we put them together with the food community, to create an event like Gourmet East Bay. We put everyone together to have an event that raises money for the food bank, raises an awareness of certain restaurants, and is sponsored by other companies. So we become an important part of their business mission because we invented the event. The one I’m most proud of is Threads of Hope.

Let's Talk About Sex, Baby!

It's no doubt that advertising is a competitive industry. Especially in niche magazines, there are multiple ads for the same type of product because those products appeal to the audience. But how does one advertiser stand out from the other four-hundred pages in a magazine, intriguing a reader to purchase their product?

Vanity Fair is by far my favorite magazine, so my critique is hardly a negative one of the Conde Nast publication. It's like an ice cream shop, in print --- lengthy feature stories about politics and culture, fashion spreads and the fab life of celebrities, today and yesterday --- different flavors for different taste buds, all in one place. Not only has Vanity Fair succeeded in making a sundae of editorial, but its advertising accounts for more than half the magazine. Let's just call it the cherry on top. With sprinkles.

I wouldn't be persuaded to buy two scoops of plain vanilla ice cream, unless, maybe, it was coated with sprinkles. To sell something in a market that has duplicates of duplicates of duplicates, advertisers have to offer something to the consumer that the other advertisers can't, won't, or don't offer. Often taboo to discuss, sex, subliminal or obvious, is used in advertising, to perhaps encourage readers that they, too, can look sexy or attract the opposite sex if they use the product.

The cover of the October issue validates this sales tactic. Nicole Kidman, like the headline suggests, bares all, with strawberry-stained lips, she is literally pulling open her blouse to expose perfectly contoured cleavage, accentuated by a gold necklace. Her eight-page spread, however, contains six tasteful, fully-clothed photos, in which she is referred to as a "lady." But who’s to determine that a photograph of Kidman in a tight, blue and white striped sweater isn’t sexy?

Despite the seven other sexually-suggestive advertisements in the October issue --- including Tom Ford's men's fragrance, featuring a man with an unbuttoned shirt and a woman's hand caressing his sweaty chest, and MAC makeup's sultry pin-up girl in glittery lingerie, holding a finger in her mouth --- Dolce and Gabbana's most recent campaign, featuring naked men and explicit poses, some even portraying women with scissors, has quite possibly started a whole new sexual revolution in advertising.

So, why does sex sell? Our generation, compared to our grandparents, our parents, and for some, simply our older siblings, is becoming numb to sex. We're subjected to sex on such a regular basis that it hardly occurs to us when we encounter it first hand. However, younger readers who may not have a fully developed understanding of what sex is, might be more influenced than the average twenty-something magazine reader. Sex education in junior high doesn't teach that sex isn't glamorous, and both boys and girls might develop lower self esteem, or engage in sex at younger ages, because they begin comparing themselves to the advertisements they see.

Design: What Makes a Great Cover?

Design, to editorialists, is probably the last thing on their minds when it comes to magazines, and though this may be the case, design is still an important aspect in the overall picture. With the American Magazine Conference coming up next month, October 28-30, in Boca Raton, Florida, the American Society of Magazine Editors (ASME) prepares for its “Best Cover Contest 2007.” With the success of the “Top 40 Magazine Covers of the Last 40 Years” in 2005 and last year’s “Best Cover Contest,” one could only hope that this year’s contest is just as successful.


For those of you that aren’t familiar with the realm of design, there a lot of things that are taken into consideration when designing something, such as a magazine cover— placement of objects, images, and typography, as well as the size, font, and color of the text. All these things are evident when you look at magazine covers, but some are executed more successfully than others.


Looking at one of the contest winners from last year’s “Best Cover Contest,” you will see what makes a successful magazine cover. The Economist’s July 8-14, 2006 issue, winning one 1st place title and two 3rd place titles for best cover line, best concept, and best cover, respectively, depicts North Korean leader Kim Jong-Il as “Rocket man.” Not only is the concept genius, since Kim Jong-Il launched a Taepodong rocket along with six other rockets, but everything is also laid out very well. The image of Kim Jong-Il is placed in the center of the page, and with him contrasting the dark background, he is very visible. Also, the words, “Rocket man” are big, bold, and white, again contrasting the dark night sky. What also works for the magazine is the block of text that is always found on the cover. The block of text containing the title and cover lines allow the consumer to remain familiar with the layout, so no matter what the cover image is, the consumer will always recognize it. Since the title block is also in red, it stands out the most out of everything else on the cover. All these things make the magazine very noticeable, and when it is sitting in a sea of other magazines, it’s sure to stick out.


Another great example is the July/August 2006 issue of Premiere, winning second place for the best celebrity cover. According to the ASME, the cover “features an appropriate subject, clear and colorful cover lines, and the originality to pop on the newsstand.” Actor, Steve Carell, is wearing a bright turquoise shirt that definitely catches the eye. The concept of the photograph is also quite appealing, since a man caught with a fish hook in his mouth isn’t something that you see everyday. Furthermore, choosing a sans serif font, or a typeface without serifs, allows for better legibility. Having the text aligned in the center also gives a feeling of balance and organization. And with the bright and legible cover lines, consumers could see if the magazine has something interesting for them.


Yet another example of a very successful cover is Departures’ September 2005 issue. It won the best fashion cover and proves that more isn’t always better. Now, take a look at the cover. What’s the first thing you see? Those pouty red lips jump out at you, don’t they? According to Robin Williams, author of The Non-Designer’s Type Book,
“warm colors (reds, oranges) come forward and command our attention. Our eyes are very attracted to warm colors, so it takes very little red to create a contrast, to catch your eye.”
From the cover, you might also get the impression that Departures is a very refined magazine; not only is an elegant picture used, but the text for the title is a tall, serif font, which evokes a more distinguished feeling.


Just with these three examples, you can see that placement, imagery, and font play an integral part in successful magazine covers. They determine whose eyes the magazine will catch and how many people will actually buy it. So, the next time you’re strolling down the checkout line at the supermarket or killing time in the magazine section at the nearest Borders, see what catches your eye—you’re sure to see some of the same design tips.



For information on similar articles, visit:

Works Cited
  • Williams, Robin. The Non-Designer’s Type Book. Berkeley, CA: Peachpit Press, 2006.

Coming Soon: Everywhere

Soon to hit the newsstands, Everywhere is the latest magazine in an already-crowded travel market. The twist? You create it.

Everywhere is the brainchild of 8020 Publishing, a self-styled ‘hybrid media company’ who was this year a winner of two industry awards for its community-powered photography magazine JPG.

8020 Publishing took over sole control of JPG magazine in May this year, amid some controversy. Nevertheless, since 2006, paid circulation has climbed to 15,000 for the magazine, whilst the website has 4 million page-views per month and 60,000 registered members.


JPG is a participant publication, meaning that the magazine is created by its readers. Members submit photography content online, based on a chosen theme. They are also encouraged to leave comments, and vote on the submissions. JPG editors get to make final theme selections and the best pictures make it into the bi-monthly magazine.

According to 8020 Publishing, Everywhere magazine will expand upon this concept. As with JPG, the cornerstone of Everywhere will be everywheremag.com, where people can upload travel photos. However, people will also be able to tell their stories, talk about their favorite places and travel products, as well as give insider tips.

While 8020 Publishing still takes on the normal publishing roles, the overall aim will be to let online members take on the not-so-insignificant task of content creation. The result of this collaboration will be a bi-monthly travel publication.

The notion of interactive communication is nothing new in the magazine industry. Many large magazine publishers have developed interactive media departments that create and replicate online content as an extension of the print version of the magazine. However, both JPG and Everywhere stand out in that the print magazine could be considered a supplement and creation of the website, rather than the other way around.

Speaking to Mr Magazine.com co-founder of 8020 Publishing and publisher of Everywhere, Paul Cloutier, spoke of the creative freedom permitted by the internet, and its effect on the final product.

“It is indeed amazing when you have 75,000 contributors submitting stories, pictures, ideas, etc. and at the same time they are engaging in the conversation and feedback…your role ends up being either the “camp counselor or the cheerleader,” he said.

There are also financial benefits - a significant consideration when taking into account the notoriously expensive start-up costs associated with the magazine industry. As Cloutier said in an interview with Folio: “Printing a magazine costs money. You have editors, publishers, photographers, ad sales managers, designers, the list goes on.

“One of the reasons it is cheaper to start a Web-only magazine is that Web-only startups generally eschew all of the traditional staff and structure. The entire editorial process is changing from a centralized staff-intensive process to a much more agile software-based method. Most publishers have not yet grasped this and are still employing the cost structure that they have used for the last 50 years.”

As a community powered magazine, Everywhere is being pushed as a more accessible alternative to travel titles like Travel + Leisure and Conde Nast Traveller. Its target audience is described as “younger, tech-savvy, well educated, and adventurous … [those] looking for the personal stories and insiders’ views on places around the world.”

The first print edition of Everywhere magazine is slated for November, whilst everywheremag.com is to be launched in the upcoming weeks.

Is Cosmo empowering to women?


Cosmo-related blogs are starting to seem a bit trite, but I'm jumping on the bandwagon anyway, only because I was curious about whether Cosmopolitan considered itself to be a magazine that empowers women. Or not.

The magazine's roots are in catering to the family, but when William Randolf Hearst bought Cosmo, he transformed it into something not unlike The New Yorker (as it is currently). In 1965, Helen Gurley Brown became editor-in-chief of the magazine, which many currently refer to as "The Bible." After Brown took over, she transformed Cosmo from a literary magazine to a provocative women's magazine. The magazine began to focus on educating women about sex, about their bodies, fashion, beauty. It had a feminist message in the late 1960's and early 70's, and addressed things people wouldn't dare talk about in public such as premarital sex and taking on jobs in male-dominated fields.

And as society became more sexually explicit, so did the magazine. And as society continues to become more focused on sexuality, so will "The Bible." But I can't really figure out if Cosmo is losing itself in it's mission to empower women or not. One look at the magazine, and I immediately label it as trash. Trash I can't help but pick up at the airport when my flight is delayed (because it always is), trash I love to hate and won't admit to actually reading. It's humorous, it's ridiculous.

Brown left the magazine in 1997, but even then, Cosmopolitan has continued on the path she had begun. And just as some would argue that Cosmo degrades women because much of their advice is about pleasing him, I'm inclined to say that it still has an ounce of empowerment. Ignore the fashion and beauty, because it's common in many publications. But just as magazines eagerly promote the latest trends in terms of fashion and beauty, very few will encourage women to embrace their sexuality. Sure, many of the sex-related articles are about pleasing him, but offers a way for women to take charge of their sexuality. The magazine gives health-related information, it promotes choice and freedom.

Eating Disorder or Editing Disorder?




Unlike the rush of writing for daily newspapers, magazine authors have the blessing, or perhaps the curse, of time. A monthly periodical often starts a story up to six months in advance, gathering an overwhelming amount of initial research, background information and an assorted array of quotations from several sources. Much like a reality T.V. show, there is often far more footage available than can be broadcast, so editing cuts it all down to fit within the desired story. But, in the magazine world of “show don’t tell” the words of the author must act as the footage and it is the skilled writer’s job to find an angle and really sculpt out a story.

And in order for magazines to keep up and keep readership in this celebrity-obsessed nation, the line between serious journalism and tabloid reporting becomes blurred and the guidelines for newsworthiness inevitably broadens to cover the trials and tribulations of today’s biggest stars.

Vanity Fair magazine in particular is a magazine that straddles genres in an industry where most publications have a much clearer niche market. Not quite The New Yorker, not exactly Time, but not People or UsWeekly and with more literary content than Harper’s Bazaar or Vogue, Vanity Fair mixes business with pleasure covering stories from politics to celebrities, from the latest fashions to historical profiles.

Look up “Vanity Fair” on Wikipedia and you will find that the January 2006 Lindsay Lohan cover issue and interview is featured as one of the most controversial articles and issues in the magazine's history.

The controversy, at its most simplistic form, is a matter of semantics. The dispute and cross-fire allegations all stem from the phrase:

“I was making myself sick.”

To inteviewer and writer, Evgenia Peretz, this phrase meant Lindsay Lohan admitted that she had lost a great deal of weight due to an eating disorder, specifically bulimia. “Making myself sick,” to Peretz translated to Lohan sticking her finger down her throat and purging.

Now, in the context of the Peretz’ story, that angle is plausible, but when Lohan immediately contested the reports upon the publication’s release, the readers were left to question what Lohan literally meant, or if Peretz placed the quote where she wanted it, to fit the story she wanted to tell and essentially did take Lohan’s words out of context.

According to a an e-mail by Lohan to Teen People magazine, following the Vanity Fair article, she denied having bulimia and said, "The words that I gave to the writer for Vanity Fair were misused and misconstrued, and I'm appalled with the way it was done. Aside from (the writer's) lies and changing of my words, I am blessed to have this job and wonderful family that I do.”

With her name and fame on her side, Lohan, publicly called out a journalist and challenged her credibility and the world paid equal, if not more attention to the negative press surrounding Peretz as they did to the original piece in question. So is this a case where Lohan should have watched her mouth? Or where Peretz should have watched her pen? And what can a journalist do to keep from getting into this "he said/she said" mess?

Lucky for Peretz she had an established, dignified publication behind her. Vanity Fair stuck by the story and the author, realeasing the counter statement, "Evgenia Peretz is one of our most reliable reporters," the magazine said. "Every word Lindsay Lohan told her is on tape. Vanity Fair stands by the story."

But because the alleged “recorded” interview has yet to be heard by the public and Lohan not only did not sue and has since reconciled with the magazine, the truth of this matter remains as ambiguous as the “out of context” concept itself. And as the magazine industry continues in the hyper coverage of high profile people, not only will more public relations specialists be needed for hire, more and more of them will surely be claiming that the not-so-flattering coverage of their clients was, in their opinion, “taken out of context.”

I don't look like the people on magazine covers

In 2000 the United States Health and Human Services published a fact sheet on eating disorders, which contained this significant line, "Cultural and media influences such as TV, magazines, and movies reinforce the belief that women should be more concerned with their appearance than with their own ideas or achievements." I decided to test this claim by studying the covers of popular women's magazines to see how many contained story lines about appearance-related content.

1. Seventeen, Circulation: 2,013,357
Cover: The biggest story line is 615 Amazing Makeover Ideas, another teaser: Get a Cute Butt
-On the entire cover there are 5 story lines. Three of these are devoted to appearance.

2. Cosmopolitan, Circulation: 2,908,861
Cover: The main feature is The Blended Orgasm
-On the entire cover there are seven story lines, one of these is devoted to appearance. The two largest lines are about sex.

3. O The Oprah Magazine, Circulation: 2,336,426
Cover: The feature is titled How to Calm Down
-On the entire cover there are six storylines, three of these are about appearance, including The Perfect Coat and The New Diet Clinics.

4. Glamour, Circulation: 2,248,961
Cover: The feature is 101 Ways to Dress Your Body Better.
-On the entire cover there are six story lines, three of these are about appearance, including headlines such as The Secret Reasons Women Gain Weight and 39 Sexy Things to Do With Your Hair. Appearance-unrelated topics include The Good News About Breast Cancer.

5. CosmoGirl, Circulation: 1,403,409
Cover: The feature is Find Your Hottest Fall Look.
-On the entire cover there are eight story lines, four of these are about appearance. Appearance-unrelated headlines include Get Inside a Guy’s Mind + What They Think About Fake Boobs.

Conclusion: At least 45 percent of the story lines on these magazine covers are about appearance. Unless all the others are about one other subject, then it is true that women are portrayed in these magazines as caring more about their appearance than anything else.

I thought it would be interesting to compare these numbers with magazines that target male audiences.

GQ, Circulation: 750,000-800,000
Cover: The feature on this issue is Barack O’Bama Interview.
-On the entire cover there are six story lines, one of these is about appearance, which is Dress Like A Winner.

Esquire, Circulation 500,000-1,000,000
Cover: The feature is Benicio Del Toro.
-On the entire cover there are approximately five story lines, zero of these have to do with appearance. Headlines include Ideas…You Must Know Before Anyone Else.

Maxim, Circulation: 2,579,116
Cover: The Feature is Lindsay Lohan Stunning Photos That Will Bring You To Your Knees.
-On the entire cover there are seven story lines, two of these were about appearance, including Build 10lbs of Muscle Fast and Clothes that Seal the Deal.

Conclusion: Only 15 percent of the story lines on these male-targeted magazine covers are about appearance.

-Circulation statistics from Magazine.org



Uncovering 'Tween' Magazines

‘Tweens’ is a term describing preteens roughly of 8-12 years of age. According to USAToday tween girls spent $11.5 billion on clothing alone last year and are a market of almost 10 million. Much of this has to do with the amount of spending power they hold on the market and how quickly that they are encouraged to grow up through different media outlets such as television and magazines.

While tabloids serve up juicy scandals and snap pictures of drunken celebrities falling out of clubs and into rehab, magazines such as Twist, Popstar and Tiger Beat focus on the stars that appeal to the tween demographic. Paris, Lindsay and Britney are barely blinked at by eight year olds who would rather see pictures of Miley Cyrus, The Jonas Brothers or the cast of High School Musical gracing the covers of their magazines. These are common household names to anybody with a child under the age of 18.

It’s easy to spot the magazines targeted to these young girls. They’re the ones near the bottom shelf, brimming with pictures of their favorite Disney Channel or Nickelodeon stars where you’ll never find just one cover girl or boy, but rather something that looks more like a collage. Coupled with bright - almost neon - colors and big fonts promising to reveal style secrets, gossip or winning Zac Efron’s shirt, they’re pretty hard to miss.

But why make the covers look so crowded and loud? One reader Sam, from Canada, explains: "when I'm scanning through the huge rows of magazines, if I see Zac Efron or Ashley Tisdale or a star I like on it, it catches my eye." Rachel, from New Jersey, adds: "when you see your favorite star on the cover, you want to buy it." While a magazine geared towards older teens and adults would only include a small amount of select coverlines in medium fonts on their cover, the tween magazines are littered with them. On the recent double issue of Twist, there are no less than 23.

The layout inside is similar to the cover; bright colored pages, lots of pictures and captions written across any empty space. Almost every other page has a picture of Zac Efron, including one section of paparazzi pictures depicting him shopping with his girlfriend or purchasing a new shirt – not forgetting to name the store. In addition, they also include a full page spread on his favorite sneakers. Thankfully for parents, most of the style and fashion pages focus on items that couple be purchased easily by saving up their allowance. However it’s hard to see seven to ten year olds wearing make-up so they can get the dark, smoky look of Vanessa Hudgens' eyes.

The content is fairly worry-free for most parents. They wouldn’t have to worry about their children reading about drugs or sex or issues that CosmoGirl! or Seventeen would cover. Though there are articles on periods, bras and kissing but most readers are thankful for that coverage. California resident, Davis, says: "having lost my mom right before I turned twelve, it was harder for me to learn about things I needed to know as a teenager. Periods, bras, boys… sometimes you need a backup." In Twist, rising Disney Channel star, Miley Cyrus offers advice on buying bras and feature four or five of the best starter bras.


Rachel admits that she learnt about bras and boys from Disney Channel show Lizzie Maguire, bringing into the fact that television exposes these issues to young girls anyway, and sometimes to a more extreme level. "I don't think TV shows can really properly show a kid what they need to know. I mean, a lot of the time, TV is an example of what not to do," adds Davis. Sarah, from Indiana, believes that parents should be paying attention to what their children are reading and watching. "[Girls] are influenced by what they read and see, and publishers should be aware of that, but parents need to know what their kids are reading."

So besides the pictures of celebrities, secrets, gossip and potential advice, what is the appeal of these magazines? The huge pull-out posters that usually make up a third of the magazine? Finding out Emily Osment’s favorite color? The quizzes that keep them occupied for a time while they frantically search for Vanessa’s name in a crossword or which Jonas Brother is their type?

"They try to portray [celebrities] in a positive way, making them role models as opposed to the negative side." Sarah says. Los Angeles local, Mallory, agrees: "Usually among tween magazines, there are stars of all different shapes, sizes, and colors. This makes it easy to identify with someone." While Davis likes how there is no cussing or use of sexual innuendo present in the magazines.

In a time when society is obsessed with celebrity, it is somewhat comforting to know that children who probably can’t even spell ‘rehab’ won’t be reading stories on baby-bump watch, or whose sex-tape has been released this week.
Recently nude pictures of Vanessa Hudgens were released on the internet. While tabloids wrote scores of articles on the scandal and the paparazzi followed her around relentlessly to get a picture of her crying, the tween magazines took the responsibility of keeping their readers away from that – preferring to focus on her insecurity about the size of her feet.

Perhaps the only real downfall of the magazines comes from their advertising. As well as placing products across their style pages, there are also adverts promoting chats and tarot card readings through text messaging, downloading ringtones, wallpapers and sound effects, all which comes at a minimum cost of $1 per message received (written in small print at the very bottom). Surely there is something exploitive about enticing young, impressionable minds with finding out what their horoscope says about the boy they really like through a simple text message? Or is it no more so exploitive to print a picture of a Disney Star showing off their new iPhone or wearing the latest designer sneakers?

As the world begins to move into a more advanced technological age, so do the tweens. They’re learning how to use computers and the internet from a young age and some magazines have even followed the trend by using MySpaces to post the newest gossip between issues. Popstar and Twist are two examples and use their MySpaces to dispel the rumors that some of the tabloids put out about the Disney Stars, making these magazines feel like a trustworthy place for tweens to find out their news. Popstar in particular use the web to find fansites and fanblogs like VanAshBreNique for gossip, news and information that they may have missed proving that the spectrum of the tween market stretches further than many could have imagined.

With thanks to Jill-Renay, Sarah, Sam, Rachel, Adeline, Mallory and Davis.