In some ways, IDM's foray into print is a counter-clockwise move, too: for IDM, digital is the main game and print plays a supporting role. Last month the Sydney-based publisher put Younger You into print with a 132-page book priced at $9.95 and on October 27 TheKnot.com.au will have a newsagent shelf presence as well (a 284-page one priced at $14.95).
Just as Primped.com.au represents the "pointy end" of beauty, so too does Younger You with its pro-anti-ageing editorial direction, which is supported by a booming $448.5 million industry in Australia (and that's just the non-surgical cosmetic market).
The magazine is essentially a service title that celebrates "ageless celebs" and features stories on skin serums and sun damage, non-invasive laser technology, fake tanning, weight loss and flattering hairstyles. There's also information on fixing facial "irregularities", faking better-looking busts and liposculpture. It's supported by ads for anti-ageing skin products, The Australasian College of Cosmetic Surgery and a slew of cosmetic professionals listed on the Younger You website.
To be honest, I'm not a fan, just the same as I dislike Vogue's yearly Cosmetic Enhancement Guide inserts, but I'm not currently in the market for a face life. Marina Go, publisher of the magazine, puts forth a convincing argument for the brand's existence. A former magazine editor, Go has been with IDM for two years and graciously shares her insight into digital and the Younger You brand in this first installment of our interview (again with the irony; the video looks a bit warped, though Marina is lovely).
Yours truly,
Girl With a Satchel
3 comments:
I bought a copy of this magazine today out of curiosity, and I'm extremely disappointed. Firstly the cover looks like a tabloid magazine and not the high quality I would expect from a magazine of this subject. It’s a serious and expensive industry. This just makes it look cheap and not professional about what they are trying to portray.
Could they not come up with a better heading then ‘Hot Summer Boobs’? Personally I find the use of the word ‘Boobs’ quite immature and something that would be used in teenage speech or on a cover of a guys magazine, rather than on a magazine of this stature.
So I suppose it was downhill from here.
I know don’t judge a book by its cover, but honestly after reading this magazine, I’m not sold. Not enough informative content to warrant spending that much money. It might be other people’s cup of tea, but I certainly won’t be wasting another $9.95.
I definitely want to read more on that blog soon. By the way, pretty nice design this blog has, but don’t you think design should be changed from time to time?
Personally, I think these types of magazines only serve to reinforce the insecurities that some women may already have or even serve to create some new ones. I think that the best place to discuss issues about the body should be with an understanding psychologist or general practitioner, who has good listening skills.
I think magazines are all about advertising goods and services. Are they accountable if something goes wrong when following their advice?
A.
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