Will beauty blogs be the death of the magazine?
Before I moved to the UK I had a subscription to Allure, the American beauty bible. My friend Fiona and I would pour over every issue with no page left (pardon the pun) un-turned. Her apartment walls could have crumbled to the ground while we were reading our favourite mag, and we wouldn’t have noticed. Editor in Chief Linda Wells had us captivated with every issue.
When I re-located to these fine British Isles in 1996, it was difficult for me to get my Allure fix as not many newsagents carried it. I did find a host of other monthlies to take it’s place though. I bought at least 5 or 6 different mags before the internet became a regular feature in my life. I had ones for different occasions; beauty/fashion, celeb/gossip, and the occasional health magazine when I was on a weight loss kick for the 100th time. Over the years I’ve stopped buying so many as I’ve lost interest in how much weight Michelle Heaton has lost (again) and if I haven’t started taking garlic supplements by now I doubt I ever will. I realised after I had been blogging for over a year in March that I no longer buy any. When I started my blog I never imagined that my enthusiasm for reading magazines would come to a screeching halt.
At nearly 41 years old I’m at the outer edge of the readership focus of most fashion/beauty magazines that I previously read. While I have an interest in some of the clothes and products they feature, the articles about keeping your fella ‘hot’ in bed, or how to climb the career ladder are clearly aimed at younger women. I’ve done a bit of research and the reader demographics for Glamour (USA Version) are 20 – 40 but I would guess as with the UK version that more 16 year olds read it than your average 38 year old. I could read magazines aimed at my age group however I’m not interested in reading about pensions, gardening, and how to make a Sunday lunch for 12 on a budget. I also want to learn about products from all price ranges, rather than ones that are only sold at Space NK.
Reading beauty blogs has given me the variety I need without assuming that I fit into a certain age, income, or lifestyle bracket. I can read reviews, get information on product launches, and get inspired by women of all ages. A friend at work gave me the latest copy of Glamour magazine (his gf bought three to get the Benefit freebies) and after looking through it I’ve realised that I won’t be buying this or any other magazines in the near future.
Do you still rely on traditional print magazines as well as blogs for your beauty news? I’d love to hear from you! x