Real You: When ads distract from editorial’s message it’s less, not MORE

Posted on | February 27, 2009 |

I love women’s magazines.

You could almost say I’m an aficionado. But when I buy a magazine, I buy it for a reason. For a tone, and a point. When I’m reading People, for example, I want the ads to complement the content, which would be a completely different tone and ad than i would see in my Town & Country. So, when I have the chance to peruse my MORE, I don’t want to see 20 year old models showing me anti-aging products. I just don’t like that. And neither do the other “mid-life women” (MORE’s term) I did a quick poll with around the office.

Here’s the thing. Authenticity is what it’s about today. Through every aspect of your product. The MORE editorial sparkles - I just wish, on the ad side, there was a compliment. Sure, maybe the cosmetic companies and skin care and hair care lines don’t have single 40 plus model under contract. But why?

Women over 40 are in charge of the world. They aren’t invisible anymore. And MORE is right to celebrate them. They have the disposable income. They want to see themselves reflected within both the editorial and the advertising of your magazine. If they aren’t, they’ll probably start looking for something more.

Kaira Sturdivant Rouda is passionate about magazines, and has been a contributing editor to her city magazine and contributor to Midwest LIving. She also was looking for more from her recent cosmetic purchase. Check out her blog.