Covers Sell

Covers Sell

Hypersexualized

Posted by Scott On July - 28 - 2011

The National Post (Thursday July 28, 2011) in the Arts & Life section, reports on a study by the University of Buffalo’s Erin Hatton, that looked at covers of RollingStone over four decades.  The findings indicate that women celebrities featured on the covers of RollingStone are much more likely to be “hypersexualized” then covers featuring men.

According to the article, “In the 70’s, 1% of RollingStone covers featured men who were ‘hypersexualized’, by the 2000’s, that had reached 2%  Hypersexualized images of women, however, went from 6% in the 1970s to 61% in the 2000’s. The author of the study goes on to say that:  “There’s a mantra nowadays that we have ‘equal-opportunity objectification”.  That’s not the case.”   According to RollingStone’s media kit, 5.64 million women read the magazine, or 44% of the total audience.  Only 9% of the audience is 55+ years old. 

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Scott Bullock is a veteran circulation expert with over 38 years experience in both Canada and the United States. He has worked on trade titles such as Publisher’s Weekly, Library Journal, School Library Journal and Small Press in the USA. In consumer magazines, Scott was the Circulation Director for D Magazine (the city magazine of Dallas, Texas), and in Canada he was the Circulation Director for Toronto Life, Fashion, and Canadian Art. From 2000 to 2004, Scott was a partner at Coast to Coast Newsstand Services. Scott has also held the post of VP Sales & Marketing, for CDS Global, Canada. Currently, CoversSell.Com is Scott’s circulation consultancy. Active clients include: Fly Fusion, Canadian Geographic, Canadian House & Home, Canada’s History, Canadian Real Estate Wealth, Canadian Woodworking, Canadian Cycling, Canadian Running, Canadian Scrapbooker, Legion, Harrowsmith, SkyNews, and SuperTrax.

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