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Brigitte , Germany’s most popular women’s mag, bans professional models guardian.co.uk October 5 th , 2009. Kelsey Smith Karen Ma Cimy Lui. Brigitte. Germany’s best selling women’s magazine Appeals to upwardly mobile, younger career women Diet Fitness Lifestyle Recipes Sex
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Brigitte, Germany’s most popular women’s mag, bans professional modelsguardian.co.ukOctober 5th, 2009 Kelsey Smith Karen Ma Cimy Lui
Brigitte • Germany’s best selling women’s magazine • Appeals to upwardly mobile, younger career women • Diet • Fitness • Lifestyle • Recipes • Sex • Similar to Cosmopolitan or Glamour
Fed up with Bone-thin models • Received complaints from readers • Couldn’t relate to women in magazine • Sick of photo-shopping skinnymodels • Today’s models weigh 23% less than normal women • “The whole model industryis anorexic”
End The ‘size 0’ Culture • 2010, banning professional models • Spain banned ‘thin’ models from runways 2yrs ago • Open casting for real women to model • Actresses, athletes, lawyers, students, moms, teachers etc… • Model’s name and profession will be highlighted
Critics Say… • Accused of cost-cutting strategy • (However, Brigitte claims to pay same as models) • Dressing it up as a campaign issue to attract new readers • Women want to see clothes on skinny, pretty models • Women don’t want to buy a magazine to look at ‘ordinary’ women
What do you think? Do you think this is a good idea for Brigitte? Increase sales? Decrease sales? Would this work here in the US? Would you read a magazine with ‘real’ women?