As a journalism student and a girl (not to be sexist, but we all know there are a lot more women’s titles around than men’s!) I love magazines. Hell, they are practically textbooks! I’ve been known to spend over $100 a month on magazines; I love their glossy covers, the way that fashion editorials can double as bedroom wallpaper and I’m not ashamed to say it – I love cover mounts!

Of course, spending a considerable amount of my limited disposable income on glossies isn’t ideal. Which is why I’ve cut back on the number of titles I buy monthly. However, there a number I do remain faithful to – Nylon, Russh, Frankie, Lula and Oyster, just to name a few. But not even these are worthy of my cash every single issue. There are definitely a few things that convince me to hand over a tenner (or 4!).

1.    Fashion Editorials

If I’m going to buy a magazine, that magazine needs to be worthy of my ever expanding archives. I’ve taken over the living room with my magazine sky-rises, as my flat mates will gladly tell you. Luckily, our areas of study can all benefit from hording magazines. One thing which gets me super excited is a fashion shoot which I deem worthy of plastering my walls with. Everyone has different tastes, and in this day and age everyone and their mother has a fashion blog. Stylists scramble over each other in their stilettos to land any freelance gig they can get. So a fashion editorial needs to be a work of art in its own right, not just a collage

Photography by Bec Parsons

of what’s on trend. I feel the pages need to tell a story, and the models (in collaboration with the photographer) need to create a sort of character to emulate with the clothes. Magazines which constantly hit the ball home, in my humble opinion, include Lula, Oyster, Russh, and occasionally Nylon. Photographers worthy of bedroom wall worship include Bec Parsons and Jes Smith.

2.    Ultra Selling Point
Magazines need something that defines their brand. Without this, it’s too easy to get lost amongst the glossy racks at the newsagent. When I pick up my favourite British title Lula, I know I’m in for an afternoon escape in world of dreamy fashion shoots and in depth interviews which read more like conversations. The ever popular Frankie is well known for its mix of quirky articles about anything from the perils of being Asian, to more serious journalism such as life in Iran or photography essays on modern day life in Russia. American magazine Nylon likes to theme each issue – something their loyal readers get excited about, whether it’s for the America issue, the Music issue or the TV issue. I, like many readers, enjoy a bit of reliability. I enjoy picking up Oyster and indulging my inner fashionista and getting lost in a world of luxurious products, just as much as teenage girls know they can pick up Girlfriend or Dolly for posters of the latest heartthrobs or the (in)famous sealed sections.

3.    A familiar face.

Speaking of reliability, there is a need to value the connection between a columnist and a reader. Readers enjoy familiarity, which is why journalists such as Annabelle Crabb, Mark Day and Marieke Hardy have a certain amount of pull power. I like the fact that every two months my ribs will be aching from laughter courtesy of Leslie Arfin’s latest verbal diarrhea in her column for Australian fashion mag Russh. Other favourites of mine include the ever-bitter Mia Timpano who writes for Frankie, and I’ll always remember the late Matt Price and his daily columns in the Australian (RIP). Recognising the writers who help strengthen a title’s image and turn it into a brand in its own right can be tricky, but is fundamental in acquiring loyal readers.

More than just pretty, Lula is a work of art in its own right.

4.    Freebies

A very contentious issue (especially for women’s magazines, and pre-teen titles in particular) is whether to invest in a cover mount. These are the freebies you get with a magazine. Whacking a mascara, watch, bag or hat together with a magazine can increase readership figures, but artificially. This means the consumer is buying your title for whatever freebie you’ve paired with your product, meaning there’s no chance to learn what areas of a magazine need improving, which is not cost effective in the long run. I personally love cover mounts and snapped up the December issue of Cleo as soon as I saw those One Teaspoon watches. The watch turned out to be a piece of over-sized crap, however, the magazine, which I normally don’t purchase, proved to be an interesting read. I think a cover mount should be used when the magazine has been revamped or there’s been a change in editorial staff. Most readers can’t name the editors of their favourite magazines, so there’s not usually much to signify a change. I do think a cover mount can be a sound investment if you think you may need something additional to attract attention. However, it’s important to remember that once you have a reader’s attention, it’s tantamount to figure out what you’re going to do with it next.