Seven Sisters (magazines)
Encyclopedia
The Seven Sisters are a group of magazines which have traditionally been aimed at married women who are homemakers with husbands and children, rather than single and working women. The name is derived from the Greek myth of the "seven sisters", also known as the Pleiades
. Six of the magazines are still published:
The seventh sister, McCall's
, ceased publication in 2002 after an ill-fated attempt to rebrand itself (under the name Rosie) by teaming up with talk-show host Rosie O'Donnell
. O'Donnell and the publisher were unable to agree upon editorial decisions, and both parties filed breach-of-contract lawsuits against the other.
After a wave of consolidation and mergers, two companies now own the six remaining sisters: Meredith Corporation
publishes Better Homes and Gardens, Family Circle, and Ladies' Home Journal; and Hearst Corporation
publishes Good Housekeeping, Redbook, and Woman's Day. While their circulation has slipped from their figures in the 1960s and 1970s, they are among the highest circulation magazines in the United States.
and A&P
); McCall's and Redbook were known for a text-heavy format focusing on quality fiction; Good Housekeeping was aimed at affluent housewives. Ladies' Home Journal was originally a single-page supplement to a general interest magazine, while Better Homes and Gardens began as a blending of woman's magazine and home design journal.
Through the 1990s, in the face of declining readership and advertising revenue, the Seven Sisters attempted to differentiate themselves from each other and from the rest of the market, relying on either incremental tweaks to their formula or wholesale changes in the format of the magazine. In recent years, the focus has been on minor changes, such as updating the visual appeal or improving the paper stock on which the magazine is printed.
The Seven Sisters formerly had much larger circulation figures than at present. In 1979, their combined circulation was 45 million; that figure dropped to 37 million a decade later. By 2008, the six surviving sisters had a combined circulation of 26 million. Much of the loss has been attributed to readers seeking out more specialized magazines. Despite the steep drop in readership, five of the sisters were among the top ten paid and verified circulation magazines in the United States in 2008, according to the Magazine Publishers of America, an industry trade group. Redbook was the only one of the sisters which did not reach the top ten; it was ranked number 29 in the MPA list for 2008.
in 1992 revealed that the Seven Sisters had published substantially fewer articles on the topic of abortion
than other popular magazines oriented toward a female readership. Between 1972 and 1991, the Seven Sisters as a group published only 40 articles addressing abortion; the other five magazines had published 97 articles.
In January 2000, a conservative media advocacy group, Morality in Media
, criticized a number of women's magazines for what they deemed to be sexually explicit covers; Redbook was among the magazines cited by the group. The editor-in-chief of Redbook told the New York Times, "We are trying to pull away from the rest of the Seven Sisters. We are moving it slightly younger, to fill that gap between the younger fashion magazines and the older, full-fledged Seven Sisters." As a consequence of its racier image, Wal-Mart
began selling copies of Redbook from behind a blinder designed to obscure the text on the cover of the magazine.
Pleiades (Greek mythology)
The Pleiades , companions of Artemis, were the seven daughters of the titan Atlas and the sea-nymph Pleione born on Mount Cyllene. They are the sisters of Calypso, Hyas, the Hyades, and the Hesperides...
. Six of the magazines are still published:
- Better Homes and GardensBetter Homes and Gardens (magazine)Better Homes and Gardens is the fourth best selling magazine in the United States. The editor in Chief is Gayle Butler. Better Homes and Gardens focuses on interests regarding homes, cooking, gardening, crafts, healthy living, decorating, and entertaining. The magazine is published 12 times per...
- Good HousekeepingGood HousekeepingGood Housekeeping is a women's magazine owned by the Hearst Corporation, featuring articles about women's interests, product testing by The Good Housekeeping Institute, recipes, diet, health as well as literary articles. It is well known for the "Good Housekeeping Seal," popularly known as the...
- Family CircleFamily CircleFamily Circle is an American women's magazine published 15 times a year by Meredith Corporation. It began publication in 1932 as a magazine distributed at supermarkets such as Piggly Wiggly and Safeway. Cowles Magazines and Broadcasting bought the magazine in 1962. The New York Times Company bought...
- Ladies' Home JournalLadies' Home JournalLadies' Home Journal is an American magazine which first appeared on February 16, 1883, and eventually became one of the leading women's magazines of the 20th century in the United States...
- RedbookRedbookRedbook is an American women's magazine published by the Hearst Corporation. It is one of the "Seven Sisters", a group of women's service magazines.-History:...
- Woman's DayWoman's DayWoman's Day is aimed at a female readership, covering such subjects as food, nutrition, fitness, beauty and fashion. The magazine edition is one of the "Seven Sisters", a group of women's service magazines....
The seventh sister, McCall's
McCall's
McCall's was a monthly American women's magazine that enjoyed great popularity through much of the 20th century, peaking at a readership of 8.4 million in the early 1960s. It was established as a small-format magazine called The Queen in 1873...
, ceased publication in 2002 after an ill-fated attempt to rebrand itself (under the name Rosie) by teaming up with talk-show host Rosie O'Donnell
Rosie O'Donnell
Roseann "Rosie" O'Donnell is an American stand-up comedian, actress, author and television personality. She has also been a magazine editor and continues to be a celebrity blogger, LGBT rights activist, television producer and collaborative partner in the LGBT family vacation company R Family...
. O'Donnell and the publisher were unable to agree upon editorial decisions, and both parties filed breach-of-contract lawsuits against the other.
After a wave of consolidation and mergers, two companies now own the six remaining sisters: Meredith Corporation
Meredith Corporation
The Meredith Corporation is a media conglomerate based in Des Moines, Iowa, USA. The company has two divisions, National Media and Local Media.-History:...
publishes Better Homes and Gardens, Family Circle, and Ladies' Home Journal; and Hearst Corporation
Hearst Corporation
The Hearst Corporation is an American media conglomerate based in the Hearst Tower, Manhattan in New York City, New York, United States. Founded by William Randolph Hearst as an owner of newspapers, the company's holdings now include a wide variety of media...
publishes Good Housekeeping, Redbook, and Woman's Day. While their circulation has slipped from their figures in the 1960s and 1970s, they are among the highest circulation magazines in the United States.
History
While all seven of the magazines were aimed at women, they all had divergent beginnings. Family Circle and Woman's Day were both originally conceived as circulars for grocery stores (Piggly WigglyPiggly Wiggly
Piggly Wiggly is a supermarket chain operating in the Midwestern and Southern regions of the United States, run by Piggly Wiggly, LLC, an affiliate of C&S Wholesale Grocers. The current company headquarters is in Keene, New Hampshire....
and A&P
The Great Atlantic & Pacific Tea Company
The Great Atlantic & Pacific Tea Company, better known as A&P, is a supermarket and liquor store chain in the United States. Its supermarkets, which are under six different banners, are found in Connecticut, Delaware, Maryland, New Jersey, New York, and Pennsylvania. A&P's liquor stores, known as...
); McCall's and Redbook were known for a text-heavy format focusing on quality fiction; Good Housekeeping was aimed at affluent housewives. Ladies' Home Journal was originally a single-page supplement to a general interest magazine, while Better Homes and Gardens began as a blending of woman's magazine and home design journal.
Through the 1990s, in the face of declining readership and advertising revenue, the Seven Sisters attempted to differentiate themselves from each other and from the rest of the market, relying on either incremental tweaks to their formula or wholesale changes in the format of the magazine. In recent years, the focus has been on minor changes, such as updating the visual appeal or improving the paper stock on which the magazine is printed.
The Seven Sisters formerly had much larger circulation figures than at present. In 1979, their combined circulation was 45 million; that figure dropped to 37 million a decade later. By 2008, the six surviving sisters had a combined circulation of 26 million. Much of the loss has been attributed to readers seeking out more specialized magazines. Despite the steep drop in readership, five of the sisters were among the top ten paid and verified circulation magazines in the United States in 2008, according to the Magazine Publishers of America, an industry trade group. Redbook was the only one of the sisters which did not reach the top ten; it was ranked number 29 in the MPA list for 2008.
Controversy
A sample of the top twelve selling women's magazines conducted by an intern at the Columbia Journalism ReviewColumbia Journalism Review
The Columbia Journalism Review is an American magazine for professional journalists published bimonthly by the Columbia University Graduate School of Journalism since 1961....
in 1992 revealed that the Seven Sisters had published substantially fewer articles on the topic of abortion
Abortion
Abortion is defined as the termination of pregnancy by the removal or expulsion from the uterus of a fetus or embryo prior to viability. An abortion can occur spontaneously, in which case it is usually called a miscarriage, or it can be purposely induced...
than other popular magazines oriented toward a female readership. Between 1972 and 1991, the Seven Sisters as a group published only 40 articles addressing abortion; the other five magazines had published 97 articles.
In January 2000, a conservative media advocacy group, Morality in Media
Morality in Media
Morality in Media, Inc. is an American non-profit organization that was established in New York in 1962. MIM seeks to raise awareness about the harms of pornography and other forms of obscenity on individuals, families and society. MIM also works through constitutional means to curb traffic in...
, criticized a number of women's magazines for what they deemed to be sexually explicit covers; Redbook was among the magazines cited by the group. The editor-in-chief of Redbook told the New York Times, "We are trying to pull away from the rest of the Seven Sisters. We are moving it slightly younger, to fill that gap between the younger fashion magazines and the older, full-fledged Seven Sisters." As a consequence of its racier image, Wal-Mart
Wal-Mart
Wal-Mart Stores, Inc. , branded as Walmart since 2008 and Wal-Mart before then, is an American public multinational corporation that runs chains of large discount department stores and warehouse stores. The company is the world's 18th largest public corporation, according to the Forbes Global 2000...
began selling copies of Redbook from behind a blinder designed to obscure the text on the cover of the magazine.
Further reading
- Blyth, MyrnaMyrna Blyth-Biography:She was born in New York and graduated from Bennington College in 1960.Myrna Blyth is the former editor-in-chief and publishing director of Ladies' Home Journal. She was the founding editor and publishing director of More magazine. She was also Director of Magazine Development for the...
. (2004) Spin Sisters: How the Women of the Media Sell Unhappiness—and Liberalism—to the Women of America. St. Martin's PressSt. Martin's PressSt. Martin's Press is a book publisher headquartered in the Flatiron Building in New York City. Currently, St. Martin's Press is one of the United States' largest publishers, bringing to the public some 700 titles a year under eight imprints, which include St. Martin's Press , St...
. ISBN 0-312-31287-3 - Endres, Kathleen L. and Leuck, Therese L. (1995) Women's periodicals in the United States: consumer magazines. Greenwood Publishing GroupGreenwood Publishing GroupGreenwood Publishing Group is an educational publisher and is part of ABC-CLIO. It publishes reference works under its Greenwood Press imprint, and scholarly, professional, and general interest books under Praeger Publishers...
. ISBN 0-313-28631-0 - Walker, Nancy A. (1998) Women's magazines, 1940-1960: gender roles and the popular press. Palgrave MacMillanPalgrave MacmillanPalgrave Macmillan is an international academic and trade publishing company, headquartered in Basingstoke, Hampshire, England, United Kingdom and with offices in New York, Melbourne, Sydney, Hong Kong, Delhi, Johannesburg. It was created in 2000 when St...
. ISBN 0-312-16382-7