Because there are no new ideas and the money runs frantically in the direction of the latest fad, shopping magazines seem to be launching with the same frequency as a horny highschooler’s self gratification activity. As soon as Ad Age named Conde Naste’s “Lucky” magazine of the year, publishers have gushed forth variations on the original theme. Fairchild has “Vitals” targeted to men, Conde Naste has added “Cargo” also targeted to men and now Hearst is launching Shop Etc. for the older shopping demo. We anxiously await Dennis Publishing’s “Body Floss,” developed for women in search of the perfect bikini.
