Young Women And Their Media
Monday 16 March 1998
"Women's magazines remain the cornerstone of the Nineties' young woman's media portfolio but the magazines' nature, like that of the relationship between the two, has fundamentally changed," says John Wilkins, board director of creative communications at media agency New PHD.
Magazines which have continued their obsession with sex - which first reared its ugly head almost five years ago - have, in fact, suffered a decline in readership, Wilkins claims. Those which have followed men's magazines' lead by introducing a broader editorial focus and more humour have faired better. Response to recent new launches providing more than the traditional glossy women's magazine fare has been positive, he adds.
"Red, in particular, has been very well received. While women don't have the same loyalty to one particular title that they once had, magazines still play an important role in their lives."
As does television, of course, although the type of shows women prefer today remain relatively unchanged. In 1987, the most popular shows among 25- to 35-year-old women were EastEnders, Top of the Pops, Dallas and Brookside, according to TGI lifestyle research. Ten years on and it was Eastenders, Friends, The X Files and Coronation Street.
Turkish Airlines flight TK 726 crash-lands on Nepal runway amid dense fog
Ayesha Ali death: Mother and her girlfriend found guilty of manslaughter of eight-year-old
George Clooney and Amal fail to get special treatment at New York restaurant
Cindy Crawford 'un-PhotoShopped' viral Marie Claire image was doctored, claims photographer
'A girl is more responsible for rape than a boy': The statement that shocked the world... except India
- 1 What happens to your body when you give up sugar?
- 2 Drugs Live cannabis trial: Hash is less harmful than any other drug, expert claims
- 3 Turkish Airlines flight TK 726 crash-lands on Nepal runway amid dense fog
- 4 Penis size: Study revealing 'what's normal' sends international media into meltdown
- 5 Have sex with your iPad thanks to the new sex toy no-one asked for
£14000 - £17000 per annum: Recruitment Genius: A Sales Ledger & Credit Control...
£16000 - £20000 per annum: Recruitment Genius: This is a fantastic opportunity...
£35 - 40k + Benefits: Guru Careers: Our client help leading creative agencies ...
£36,000 - £40,000: Christine McCleave: Are you looking for a new opportunity a...