Young Women And Their Media

The relationship between a young woman and her women's glossy magazine was sacrosanct for many years. Today, however, this bond has loosened. Never have we bought so many different magazines, nor have we been offered so much choice.

"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.