New look, new focus for Redbook
March 7, 2013
At a time when so much information is available online, including much of the stuff that used to fill women’s service magazines like recipes and cleaning tips, such titles are looking for new identities.
Already Good Housekeeping and Ladies’ Home Journal have undergone major changes in the past year, freshening their look, asking readers for greater contributions, and getting rid of dated features.
Now Redbook has joined that movement.
The April issue introduces a reimagined magazine that’s meant to act as readers’ personal shopper.
Here’s how the new mission is described in a press release: “[T]o deliver fun, fabulous, affordable fashion, beauty and home ideas for the style-conscious, savvy reader. We’re her personal shopper and stylist, inspired by a revolution in retail that makes high design available at accessible price points.”
The cover will still include a celebrity, but she’ll be pictured alongside items that readers can “window shop,” like a new bag and makeup. Inside pages will feature discounts exclusive to Redbook readers.
The magazine seems to have been inspired partly by fashion blogs, and indeed it features some new technology: Readers can snap pictures of a page to be transported to a site that allows them to buy a product with one click.
Redbook’s newsstand sales fell 3.9 percent during the six-month period ended in December, though the title held up better than many of its fellow women’s service magazines, like LHJ and Good Housekeeping, both down more than 15 percent, according to the Alliance for Audited Media.
Redbook’s ad pages took a tumble last year, down 19.4 percent, according to the Publishers Information Bureau, third-most in the category.
Clinton begins targeting Spanish-language TV
After 31 years, a public radio staple signs off
Cable overnights: Unimpressive bow for ‘Queen’
ABC this fall: Better shows and a better year
The five most promising technologies for radio
Surprise: Teen magazines aren’t dead
Readers: New OT rules will have a big impact
Tell us, what’s your take on ad agency kickbacks?
For Shark Week, less bite and more brain
‘Good Morning America’ holds lead in total viewers
‘Big Brother’ pushes CBS to first on Thursday
Fox’s ‘Lethal Weapon’: Doubtful movie reboot
How buyers can bridge the new media divide
- Pierre-Luc Paiement becomes managing director at KBS
- Robert Johnson becomes president at Washington Media Group
- Nancy Gauss rises to executive director of video at NY Times
- Katherine Maher becomes executive director at Wikimedia Foundation
- Tom Everett Scott joins truTV's 'I'm Sorry'
- Rell Battle becomes series regular on CBS's 'Superior Donuts'
- Allison Janney and Michael Kenneth Williams join 'F Is For Family'
This month’s digital traffic data: May 2016
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
Associate media director position in LA
Media assistant opening in Northern Virginia
Freelance broadcast planner/buyer available
Assistant media buyer job in Fort Worth
Needed in Louisville: In-house media buyer