The rise and fall of the health glossiesBMJ 2004; 328 doi: https://doi.org/10.1136/bmj.328.7453.1444 (Published 10 June 2004) Cite this as: BMJ 2004;328:1444
- Joanna Lyall, freelance journalist (email@example.com)
Magazines about mental illness and allergies are launched, but Health Which? folds
From Vogue to Yachting World, in order to succeed in the competitive world of glossy magazine publishing it has always been vital to have a clear idea of who the readers are—and, to attract the right kind of advertising, how deep their pockets are. But over the past few months a couple of new “lifestyle” publications have emerged that define their readers not by their interests in haute couture or yachts, for example, but instead by their membership of a particular patient group—people with mental illness and people with allergies.
While there have long been consumer-style magazines for people with diabetes (Balance, launched in 1961) and arthritis (Arthritis Today), these have been published by and circulated through relevant charities. What is different about therethere (launched this week for people with mental illness) and Allergy magazine is that their publishers plan, in the long term, to sell them over the news stands.
therethere, a glossy quarterly distributed through GP surgeries, has pop singer Britney Spears on the cover of the first issue, with the coverline “Britney returns. But is she …