SELF Magazine is one of the most popular women’s fitness magazines today. SELF typically won’t show many hardcore hardbodies inside or on the cover but that’s not what sells the most magazines. All magazines are looking for more subscribers and more readers. The more magazines that are sold, the more advertisers they gain and in turn the more money they make.
SELF magazine’s biggest competitors are SHAPE and Women’s Health. The magazine has shifted it’s focus from exercise and wellness to a more general lifestyle magazine. Readers will see more fashion and beauty features along with a new design to the magazine.
According to Laura McEwen, vice president and publisher of SELF, the magazine’s current reader is a woman in her mid-30’s with a median income of $75,000. The shift in focus is aimed at targeting more of the 18-30 year old demographic. McEwen told the NYtimes, “The magazine is being edited for the women who think in 140 characters.” Referring to the number of characters (140) allowed in a single tweet. Like many other magazines, readers can use their smartphone to scan the pages and shop or view workout videos.
Will the magazine succeed in its attempt to be cool to a younger female reader? Only time will tell but it’s banking on catchier headlines and trendy topics. The magazine and website, which has also been redesigned, focuses on three sections… body, look and life. The web site also features FLASH which focuses on what’s happening now.
SELF, like many other fitness brands, is broadening itself beyond just a print magazine and website. Readers can download their app, interact with a social media game and look for the name to appear on fitness gear and equipment.
Julianne Alexandra Hough is featured on the newest cover of SELF. She’s appeared on the cover before and also featured in a number of other magazines. She’s a professional ballroom dancer, singer and actress. Julianne is a two-time champion of ABC’s Dancing with the Stars.
Fitness is become a lifestyle for millions of women and that’s hardbody! Read more on the redesign and it’s future on NYtimes.com.
