In the age of Trump, ignore women's magazines at your own peril

No one can predict with certainty the direction of women's magazines, which have struggled to maintain print circulation as newsstand sales continue to fall. But if you're placing bets on a strategy that might help them flourish, look no further than Samantha Barry, the 36-year-old woman who is reinventing Cond Nast's legacy title, Glamour.An Irish-born millennial with hard-news experience via BBC and CNN, she's using her digital expertise to drag the title into the 21st century. Part of her plan is political. She's seizing the moment to remind female readers that the big glossies have always been the best source of reporting on topics critical to women.With Donald Trump in the White House, Republicans in control of Congress and a potential abortion-outlawing majority coming to the U.S. Supreme Court this fall, magazines that were once fairly understated about politics have decided to take a stand. Editors at top women's titles such as Cosmopolitan and Marie Claire are ramping up coverage of sexual harassment, reproductive rights and identity politics. As younger American women use digital platforms to mobilize politically, these editors know they'll have to meet readers where they're most engaged. There's a lot of money to be made there, too. Continue reading at AdAge.com Continue reading at 'Advertising Age'

[ Advertising Age | 2018-07-23 00:00:00 UTC ]

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