SELF: A Magazine at its Best

Extract

[...] The magazine views its readers as capable of making important changes from within that will improve every aspect of her life.[12] This gives the reader of a SELF a greater sense of empowerment, something vital in today's society. SELF is well positioned against its competition because it covers a wide range of topics. Instead of buying two or three magazines, a woman need only buy one. Furthermore, the focus is on the woman herself making herself happy, not on pleasing others (particularly men). [...]

[...] Ever since SELF Editor-in-Chief Alexandra Penney, in collaboration with Evelyn Lauder (daughter of Estée Lauder), chose the Pink Ribbon to increase breast cancer awareness, SELF has continued to produce publications on the issue, including its award winning annual Breast Cancer Handbook.[9] The book offers candid advice on preventing and recognizing breast cancer and helping to find a cure. These many outlets help SELF maintain reader loyalty and gain new customers. A woman feels that she has many different forms of help from the magazine, and varying ways of using the resources to help her in her quest to improve herself and her life. [...]

[...] It serves its audience well not only in its print magazine content, but through its website and other products and services. Designed for smart, active women, every issue covers a wide range of topics in which they would be interested. Features on the website allow women to ask important questions, maintain a diet and fitness regimen, and learn more about health risks, deal with relationships, and handle money. The conversational tone makes it enjoyable to read, and the colorful pages are a pleasure to look at. [...]

[...] The magazine has a circulation of of which is paid subscription, but claims a total audience of 5,273,000. The average reader is 38 years old. The median household income is $ Seventy-eight percent of readers have a college education, and 78% are employed, while 37% are in managerial positions.[6] A single page color ad buy, costs $120,650. The CPM is $ This price drops to $97,727 with the purchase of 48 ads. The CPM is $ 65.59 Advertisements are aimed at women readers and most are of beauty products, but there are a number of car, weight loss food, and clothing ads as well. [...]

[...] Longer articles have only one or two large photos over four pages, and usually at least one page with no photos, and a callout instead. The cover features a single color background, which changes each month, and a body shot of a celebrity on the right hand side. SELF is written in large, neon-colored, block letters in the upper left corner, and the words at Your Best” are nestled in the curve of the S. Above this, in medium size bold black letters in the title of a lifestyle article, accompanied by a page number. [...]