all the research is done now - i have written about 12 000 words on women's magazines, which is above and beyond the call of duty to the tune of 10 000 words, but i find it fascinating.
here's some rambling
despite the superabundance of women’s monthly magazines available – about 124 different titles per month, according to ABC figures - many female readers still feel completely ignored by publishers and do not feel that there is a monthly lifestyle magazine for them. 87% of women do not feel catered for by the women’s market, which begs the question, why has no-one done anything about it?
the short answer is that many publishers have over the years – however in almost every case they have ended in failure. This obviously leads to the next question – why have they all done so spectacularly badly? If the market is there, which it quite clearly is, and if foreign equivalents do so well, which they do, why is there nothing on the UK market that fits the bill and sells well?
goo aims to plug this gap. A UK based, monthly lifestyle magazine for intelligent, liberal women. A feminist take on popular culture that doesn’t take itself too seriously, and has something of an anarchic - almost ladette - attitude in terms of its approach to having a good time.
goo is witty, perceptive, well designed and, above all, proud to be female. It is unique in its ability to connect with bright, cutting-edge young women, whilst still maintaining a mainstream appeal. It features a broad editorial mix of women’s interests, including pop culture, politics, fashion, sex, crafting and DIY, and news. It is honest, smart, and will become a trusted authority on up-and-coming trends among young women. It is relevant, forward thinking, and does not talk down to its readers.
goo readers are first time earners, students, and young women uninspired and let down by the current state of women’s magazines. They are socially active, politically and culturally aware, highly opinionated and confident in their style.
goo readers are passionate about fashion and beauty, and enjoy following popular culture, although they are not swayed by mainstream ideals. They buy fashion magazines for the photoshoots, and browse streetstyle blogs online for inspiration.
goo readers make media and the arts a vital part of their lives. They own a laptop, a DVD player, a mobile phone and a digital camera with film capabilities – they like to keep up with new technology, and are happy to spend money on gadgets and appliances.
goo readers’ favourite TV channel is Channel 4. Their favourite newspaper is The Guardian. They always have a book on the go, and appreciate a wide range of genres. They go to the cinema at least twice a month, and buy DVDs regularly. Music is a passion, and finding obscure bands on Myspace is a thrill and a challenge. Their interests are not restricted to obscure, art-house films and indie bands with three fans. They appreciate the value of Spinal Tap and S Club 7 as much as that of Sleeper and Stereolab. They are an unbiased bunch.
goo readers are open minded, creative, and interested. They are politically astute and proud to call themselves feminist.
