ABSTRACT
In a 1985 article in Campaign magazine, the media director of Aspect Advertising, Richard Eyre (1985: 41), was unusually complimentary about the recent activities of the magazine business. The sophistication and variety of a new ‘breed of individualistic magazines’ for women particularly struck him (1985: 41). It was time, Eyre declared, for advertisers to realize the full potential of the women’s magazine medium, because:
the variety of magazines available allows communication with a wide range of women, distinguishable in terms of age, class, and a whole range of other discriminators, but in addition, because of their much debated ‘relationship’ with the medium, also in terms of their attitudes.
