More Magazine Wagers on Beauty More Than Brains

MORE chose actress Lauren Graham as their cover girl, errrrr woman, to usher in their redesigned March issue.

Does the “Gilmore Girls” actress epitomize “a woman of substance?”

That’s the look the new More seeks, according to their new tagline: “For Women of Style and Substance.”  Editor-in-Chief Lesley Jane Seymour said, “the tagline speaks exactly to who our reader is: A woman interested in substantive issues of politics, work, money and health, who also wants to look great.”

But it seems, ‘looks great’ is really the magazine’s focus for the 40-50 year old female target audience, since fully 26% of the editorial space will be devoted to fashion and beauty.  Health fills 17%, followed closely by culture and entertainment at 15%.  Food and home rank neck and neck with national and world affairs at 11% and 10%, respectively.  Career and finance will fill 9% of the editorial space just ahead of relationships and travel, which get the merest nod at 6% each.

As of February 2010, the rate base will be 1,300,000, which is up 100,000 from a year ago.  According to these numbers, women of a certain age apparently continue to support their favorite print magazine.

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