Are high-powered women left on the shelf?
Joanna Parfitt on magazines aimed at the female executive
Sunday 07 November 1999
Dee Ryan, operations manager of Cendant International Assignment Services in London, claims that while mainstream female titles do include the occasional profile of superwomen, the majority of these magazines focus on sex and shopping. "I want to hear about great women, how we have evolved and developed and how to make my life easier," agrees Alice Hurley, a project manager with Logica.
Echoing the view of an increasing number of women, she explains: "I want a magazine that is for women who work in male-dominated industries, not just for women who run their own beauty, health or fitness businesses. I want to read about the glass ceiling, financial independence, investing in an MBA, networking, living out of a suitcase and the work/life balance, for example."
She could, of course, turn to unisex business titles such as Management Today. One look at October's issue, though, and it becomes apparent that the advertising is aimed chiefly at men. The majority of the editorial also seems to focus on men, although there is one article on feminine leadership skills.
So why, when 42 per cent of today's managers are women, is it so hard to find a magazine that caters for the female manager or entrepreneur? Angela Giveon is editor of Executive Woman magazine, which first saw the light of day back in 1987. She believes that it is largely because such publications require a very particular mix of content. Some magazines have simply got it wrong and consequently failed. "We refuse to trivialise women," she explains. "We have regular fiscal, legal, coaching and practical features, and employ some of the finest women writers, like Tricia Mansfield and Lesley Abdela."
But despite Executive Woman's attention to content, the launch of its internet site last month and its new sister publication for the car-buying professional woman, Ignition, it still remains no mean feat trying to get hold of the magazine.
Another publication to leap at the gap in the market for a thinking, working woman's magazine is Women's Business, which was launched on the UK news-stands in September. Like Executive Woman it includes motoring, legal, financial, coaching and practical features. The internet, networking and the work/life balance are also regulars.
Unlike Executive Woman, however, the number of health and beauty items is kept to an absolute minimum. "I hope not to have to succumb to being led by health and beauty advertising. And when we do feature such issues we try to look at them from a self-image or self-performance angle," explains Ruth Dance, editor of Women's Business.
Women's Business was born out of Ms Dance's own need for a professional magazine that was woman-friendly without being too feminist. "I wanted to show advertisers that we could provide a platform for their services to be promoted to women. So many products were being marketed in male- oriented magazines. It seemed to me that they were missing out on a whole extra market."
Executive Woman website: www. execwoman.com; tel: 0208-420 1210
Women's Business e-mail: wib.society @virgin.net; tel: 01780 489111
- 3 Alton Towers crash: Four seriously injured and 16 guests trapped as Smiler ride carriages collide
- 4 Ann Summers survey reveals the UK's favourite sex position
Man on naked bike ride gets ejected after becoming aroused
Caitlyn Jenner's mother Ester thought her daughter, formerly known as Bruce Jenner, had transitioned for money
Charles Kennedy 1959-2015: A gifted, compassionate politician whose career was cut short by the 'demon drink' - latest news
Alton Towers crash: Four seriously injured and 16 guests trapped as Smiler ride carriages collide
Charles Kennedy dead: A guy once asked the Lib Dem leader who his favourite Muppet was and his letter response was wonderful
Thousands of teenage girls enduring debilitating illnesses after routine school cancer vaccination
Migrants in Kos: Photos show real tragedy after Brits abroad complain of 'awkward' holidays
British tourists complain that impoverished boat migrants are making holidays 'awkward' in Kos
Michael Gove determined to scrap the Human Rights Act – even if Scotland retains it
Threat to scrap Human Rights Act could see UK follow Nazi example, warns UN official
Church of England 'one generation away from extinction' after dramatic loss of followers
iJobs Money & Business
£30000 - £35000 per annum: Recruitment Genius: The UK's fastest growing, multi...
£70000 - £90000 per annum: Recruitment Genius: A Financial Reporting Manager i...
£23000 - £25000 per annum: Recruitment Genius: They win lots of awards for the...
£13500 - £20000 per annum: Recruitment Genius: This nationwide enforcement com...