Target market: women! (part II)

Catching up on a story from last week, there is further segmentation of the market, this time the magazine market, with a new “wine magazine for women.” I’m not sure I understand the logic of limiting a magazine for wine-swilling, foodie, travel-junkies who don’t like numerical wine ratings to women–it seems there’d be plenty of men for that market too. The overt messaging of this magazine seems offensive to women–they don’t like/can’t do numbers nor do they want to get too serious. So while the idea seems good, the execution is too direct and blunt for my (male) taste. Given the high costs of launching a magazine, I wonder where they got their funding?

It is interesting even though the mag is billed explicitly “for women” that the interviews include all men as far as I can tell: Sideways director Rex Pickett, food and wine pairings by chef Bradley Ogden, a review of chef Anthony Bourdain’s latest book, etc. Why no interview with a woman winemaker such as Helen Turley or Susana Balbo? Oh wait, that’s too serious.

The First Wine Magazine for Women Launches July 2005; Wine Adventure Magazine to Feature Travel, Food, Lifestyle

SAN DIEGO–(BUSINESS WIRE)–June 23, 2005–Wine Adventure, the first wine magazine targeted to women, premieres in July. Wine Adventure, to be published bimonthly, focuses on the “softer” side of wine, with a lively mix of articles that will enhance readers’ knowledge and enjoyment of wine, without taking the subject too seriously.

“Most women who drink wine don’t care about rating systems or amassing their collections — they simply want to enjoy wine and its related lifestyle,” says Michele Ostrove, editor-in-chief of Wine Adventure. “But, until now, no magazine addressed that segment. Wine Adventure is about expanding your wine horizons, both around the world and at home, and having fun as you learn.”

Wine Adventure features articles on wine tasting destinations, food and wine pairings, lifestyle enhancements, experts’ picks, personality interviews, wine and cooking schools, wine gizmos and gadgets, and more…Continue

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