in brief: cleo ditches dirty covers
Iconic women’s magazine Cleo has been relaunched, minus the traditional mentions of sex on the cover.
The magazine has been around for 40 years, frequently raising eyebrows for its covers that promise advice on how to have (apparently) the best sex ever. This next edition heralds a move in a new direction for the glossy mag, although they are sticking with their usual content in other areas, such as exercise and fashion.
The move was driven by the rise of conservatism in today’s youth. Research conducted by the magazine found that the majority of readers lived at home, and would be uncomfortable with reading a magazine with a cover that advocated graphic content.
The magazine was made famous for its raunchy centrefolds and sex advice. At one point, former editor Lisa Wilkinson ran a nude photo of Arnold Scharzenegger with his junk protected by underwear readers could scratch off.
Cleo appears to be moving away from those days. The latest edition features more serious articles on ‘harassment’ during O-Weeks, and the high cost of international fashion.
It’s little wonder that sex has been dropped as a selling point for the magazine. Young women these days have a constant and diverse wealth of information at their fingertips via the internet, no longing relying on the printed word for tips and gossip. And although Cleo no doubt radicalised the women’s magazine scene in the ’70s and ’80s, using sex to sell a magazine is far more common these days.
It will be interesting to see how the new-look Cleo fairs. While the heteronormative style of the magazine is not to everyone’s taste, any attempt to revamp the struggling print culture should be encouraged.
Lipsters, what do you think of Cleo’s move to strip sex from their covers?