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No More! The magazine became an embarrassing mum trying too hard No More! The magazine became an embarrassing mum trying too hard
(5 months later)
When More! magazine's closure was announced this week, there was a small, restrained wake on Twitter. Most of the tweets referred nostalgically to "Position of the Fortnight", the illustrated sex advice that schoolgirls used to giggle over.When More! magazine's closure was announced this week, there was a small, restrained wake on Twitter. Most of the tweets referred nostalgically to "Position of the Fortnight", the illustrated sex advice that schoolgirls used to giggle over.
In retrospect, it seems about as racy as a cave-drawing – which is almost certainly one reason why sales have plummeted. I wrote for More! back in the mid-90s, when its agenda was to be the feisty, female alternative to the booming lad-mags – Loaded, FHM and Maxim. More! wanted to be forthright about sex, mock the traditional women's magazines' pomposity and at the same time, offer supportive, emotional advice along with sexy bloke pictures and shocking real life stories – a formula that has barely altered since.In retrospect, it seems about as racy as a cave-drawing – which is almost certainly one reason why sales have plummeted. I wrote for More! back in the mid-90s, when its agenda was to be the feisty, female alternative to the booming lad-mags – Loaded, FHM and Maxim. More! wanted to be forthright about sex, mock the traditional women's magazines' pomposity and at the same time, offer supportive, emotional advice along with sexy bloke pictures and shocking real life stories – a formula that has barely altered since.
But as the men's magazines have become increasingly porn-oriented to drive sales, their female equivalents have nowhere left to go – other than to generate greater insecurity in their readers. This always worked in the past, as editors conjured more dilemmas for readers to fret about – "Does he prefer his ex to you?" "Is he going off sex?" and then solved the problem ("you need to make him feel wanted …"). The knock 'em down and build 'em up approach has long been a staple of young women's magazines, selling dreams, advertising and self-confidence within its didactic tone – and More! recently tried to do this with its agony uncle who tells it like it is – not realising, perhaps, that "like it is" was seemingly "spiteful and sexist".But as the men's magazines have become increasingly porn-oriented to drive sales, their female equivalents have nowhere left to go – other than to generate greater insecurity in their readers. This always worked in the past, as editors conjured more dilemmas for readers to fret about – "Does he prefer his ex to you?" "Is he going off sex?" and then solved the problem ("you need to make him feel wanted …"). The knock 'em down and build 'em up approach has long been a staple of young women's magazines, selling dreams, advertising and self-confidence within its didactic tone – and More! recently tried to do this with its agony uncle who tells it like it is – not realising, perhaps, that "like it is" was seemingly "spiteful and sexist".
And while that hectoring-yet-humorous tone of self-improvement still worked back when worried teenagers relied on Jackie magazine's Cathy and Clare to advise them on BO, More! has doggedly stuck to the same sex and life advice remit as the more grown-up Cosmo, without its gloss or (relative) gravitas.And while that hectoring-yet-humorous tone of self-improvement still worked back when worried teenagers relied on Jackie magazine's Cathy and Clare to advise them on BO, More! has doggedly stuck to the same sex and life advice remit as the more grown-up Cosmo, without its gloss or (relative) gravitas.
But today's 20 year-olds can log on to a thousand online forums, and get an instant response to their most pressing dilemmas. They can interact with their favourite celebrities on Twitter, and share their real life stories on Facebook. Meanwhile, the idea of any young woman in the post-Sex and the City world needing to study a line drawing of a sexual position is positively quaint.But today's 20 year-olds can log on to a thousand online forums, and get an instant response to their most pressing dilemmas. They can interact with their favourite celebrities on Twitter, and share their real life stories on Facebook. Meanwhile, the idea of any young woman in the post-Sex and the City world needing to study a line drawing of a sexual position is positively quaint.
While once, a glossy little weekly could be both friend, training manual and portal to a more exciting existence, readers are no longer those Spice Girl wannabes, struggling to embody both lad and siren. Now, they get their celebrity fix from gossip mags, such as Heat and Reveal, which pull celebrities apart like a gaggle of playground bullies, wheedling out their secrets and laughing at their fashion fails, while for aspirational lifestyle, fashion, and serious features, they will buy Elle, Grazia or Instyle – magazines that appear to respect their emotional maturity and purchasing power.While once, a glossy little weekly could be both friend, training manual and portal to a more exciting existence, readers are no longer those Spice Girl wannabes, struggling to embody both lad and siren. Now, they get their celebrity fix from gossip mags, such as Heat and Reveal, which pull celebrities apart like a gaggle of playground bullies, wheedling out their secrets and laughing at their fashion fails, while for aspirational lifestyle, fashion, and serious features, they will buy Elle, Grazia or Instyle – magazines that appear to respect their emotional maturity and purchasing power.
The days of the magazine as a fun big sister are gone. This generation has grown up online, bombarded with gossip, information and advice. They've seen inside the magician's box, and know that articles telling them how to be, look and act have no more connection to their lives than a daytime TV presenter.The days of the magazine as a fun big sister are gone. This generation has grown up online, bombarded with gossip, information and advice. They've seen inside the magician's box, and know that articles telling them how to be, look and act have no more connection to their lives than a daytime TV presenter.
But while feminist blogs – no fans of More!'s gasping, boy-crazy tone – have been celebrating its demise, and citing its body fascism, I suspect they have missed the point.But while feminist blogs – no fans of More!'s gasping, boy-crazy tone – have been celebrating its demise, and citing its body fascism, I suspect they have missed the point.
More!'s closure is not related to the triumph of feminism – any high-end glossy features far more etiolated women, and the Daily Mail's juggernaut "sidebar of shame" is proof that young women will always click on pictures of sinewy celebrities in bikinis, hoping for diet tips.More!'s closure is not related to the triumph of feminism – any high-end glossy features far more etiolated women, and the Daily Mail's juggernaut "sidebar of shame" is proof that young women will always click on pictures of sinewy celebrities in bikinis, hoping for diet tips.
Rather, More! was a magazine out of its time; an embarrassing, middle-aged mum trying too hard to hang out with her daughter. And that position can't be sustained any more – even once a fortnight.Rather, More! was a magazine out of its time; an embarrassing, middle-aged mum trying too hard to hang out with her daughter. And that position can't be sustained any more – even once a fortnight.
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