"The" Sex Issue of Cosmopolitan Magazine
I had to laugh when I saw the most recent cover of Cosmopolitan magazine, sitting on the stand of my local Barnes & Noble, which had the words "The Sex Issue" stamped on its glossy cover.
The sex issue? It's a running joke, even among Cosmo's most loyal readers, that every issue of the magazine is the sex issue. If you look at the past examples of Cosmo covers, you'll see that the word "sex" is always the biggest, boldest word on the page, and that the articles about sex, from issue to issue, are so similar that the editors' efforts to make one sound more unique and outrageous than the other results in hilarious and absurd headlines ("THE SEX ARTICLE WE CAN'T DESCRIBE HERE!"). Usually, the articles are variations on two themes: (1) "The Fifty Greatest SEX Tips of ALL TIME" and (2) "SEX Moves That Will Drive Your Man Wild."
If you don't believe me, take a look at some of the more recent Cosmo covers:
Ironically, Cosmo was founded as a family magazine in 1886. It later became a literary magazine, featuring contributions from Jack London, Rudyard Kipling, Upton Sinclair, George Bernard Shaw, and Sinclair Lewis.
But, by the late 1960s, riding the tide of the Sexual Revolution--and contributing to it--it transformed into a women's magazine under the editorship of Helen Gurley Brown, who wrote the 1962 book Sex and the Single Girl. She believed that women could have it all, "love, sex, and money," a point of view that reverberated through the articles she commissioned for Cosmopolitan and still does today. By the time Brown left the magazine in 1997, the magazine ranked sixth at the U.S. newsstands and number one at college book stores. Even back then, in the late Nineties, I remember the articles being as sexually explicit--and repetitively so--as they are today.
It's obviously a formula that works. The magazine's circulation is over 3 million in the United States alone. By way of comparison, Newsweek's circulation is 1.5 million and its audience is much broader than Cosmo's narrow base of young female readers. The question that puzzles me is why does that formula work? I understand that sex sells, but don't women get tired of reading the same article over and over again? When I tried to look into this question--by Googling "Why are all issues of Cosmo about sex?"--the first hit that came up was, of course, an article from the very magazine in question on the topic of "75 Crazy-Hot Sex Moves." Go figure.
Another irony here is that articles like "75 Crazy Hot Sex Moves" and the other sex pieces that perennially appear on Cosmo's covers are always about how you, the young female reader, can better pleasure your man with hot new sex moves. Brown wanted to empower her readers, but these pieces do little more than cast women as sex objects that should please men--the same way that, on an interpersonal level, college women are cast as sex objects by frat brothers and the most predatory of men in the hook-up culture, which I witnessed in college and have written about. Women willingly participate in that culture, complain about it later, and loyally continue reading the latest issue of Cosmopolitan. Go figure.
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Comments:
Mar '11
Re: "The" Sex Issue of Cosmopolitan Magazine
Men are told it's "black tie" and that's it -- no more choices are allowed (or wanted really).
I think its usually black tie in addition to a shirt, slacks, socks, shoes, a belt, and a jacket.
Although, hey, we're a tolerant bunch: it's cool if its just black tie and that's it......
Re: "The" Sex Issue of Cosmopolitan Magazine
Here's how to tell if you're a woman: Did you notice that the face of the woman in the second cover down is that of an extra-terrestrial?
Sep '10
Re: "The" Sex Issue of Cosmopolitan Magazine
Definitely out of this world.
May '10
Re: "The" Sex Issue of Cosmopolitan Magazine
Which one, Claire? Selena Gomez or Megan Fox. Can't speak to the latter but the 18-year-old Ms. Gomez is definitely not alien. Her age is close to my kids, and as such, I've watched her grow up on TV from her stint on Barney to her own Disney Channel show. My boys were more than aghast that she fell for the Bieber.
May '11
Re: "The" Sex Issue of Cosmopolitan Magazine
Are you trying to say it is not you?
Aug '10
Re: "The" Sex Issue of Cosmopolitan Magazine
Modern men's formal/business wear was standardized in the early 20th century to be a social equalizer, and was adapted from the tailoring of military uniforms. (Hugo Boss designed the Nazi SS uniforms.)
Just like military uniforms are designed to minimize differences in social status, to the untrained eye it's relatively difficult to tell a man in a expensive suit from a man in an average suit, assuming the suits fit properly.
In addition to social status, the modern suit also minimizes differences in physique. Again, this is adapted from the tailoring of military uniforms which are designed to make an older, less muscular general look just as dynamic as a strapping, young corporal.
Previously, the clothing that rich men wore was MUCH more colourful, extravagant, and form-fitting than average working man's. Think of the top hat and tails of the 19th century, or the silks, stockings and powdered wigs of the 18th.
For women today, the concept of "success" is more dependent on the idea of "individuality" than for men. Therefore, more variation.
Aug '10
Re: "The" Sex Issue of Cosmopolitan Magazine
Cosmo covers are notoriously Photoshopped. Gomez's head definitely doesn't look like it's sitting quite right on her torso, as if the neck has been digitally lengthened. That jaw-line also looked digitally-altered.
Aug '10
Re: "The" Sex Issue of Cosmopolitan Magazine
I always took this as an admission by the editors that they couldn't afford to hire creative headline writers.
If they were smart they'd farm out the work to the British tabloids, those guys could whip up enough clever headlines to last Cosmo into the next century. It would probably cost less than the makeup budget for one Megan Fox photo shoot.
Oct '10
Re: "The" Sex Issue of Cosmopolitan Magazine
An oldie but goodie that I still find difficult to watch without crying: Artificial Beauty
Dec '10
Re: "The" Sex Issue of Cosmopolitan Magazine
This is the noble enterprise of feminism? Manipulating a man with sex to get what you want rather than actually pleasing him? We're living in some sad and diminished times.
Oct '10
Re: "The" Sex Issue of Cosmopolitan Magazine
"And all the girls walk by/Dressed up for each other..." — Van Morrison, "Wild Nights"
Jun '10
Re: "The" Sex Issue of Cosmopolitan Magazine
Crow's Nest:Men are told it's "black tie" and that's it -- no more choices are allowed (or wanted really).
I think its usually black tie in addition to a shirt, slacks, socks, shoes, a belt, and a jacket.
Although, hey, we're a tolerant bunch: it's cool if its just black tie and that's it...... · 36 minutes ago
Laugh out loud funny. Thanks for those important clarifications.
Jun '10
Re: "The" Sex Issue of Cosmopolitan Magazine
Truly amazing. Thanks.
Dec '11
Re: "The" Sex Issue of Cosmopolitan Magazine
Larry Koler: Women's sexuality is so very interesting, isn't it? I mean for all of us.
Just think about formal attire. Isn't it strange? Colors, cleavage, incredible variety (which is a big driver for men), jewelry, hair, perfume, high heels(!), etc. etc. etc.
Men are told it's "black tie" and that's it -- no more choices are allowed (or wanted really).
Why is this? Very, very mysterious. What hath God wrought? · 1 hour ago
I have this answer!
http://www.blacktieguide.com/History/01-Regency_Origins.htm
Sep '10
Re: "The" Sex Issue of Cosmopolitan Magazine
That makes me a woman. Thanks Claire. Pass my purse, will you?
Aug '10
Re: "The" Sex Issue of Cosmopolitan Magazine
Western Chauvinist
This is the noble enterprise of feminism? Manipulating a man with sex to get what you want rather than actually pleasing him?
One could interpret it as a result of increased wealth.
Prior to the 20th century, this sort of thing wasn't a priority for the majority of women, but it sure was for the wealthy and for the aristocracy.
Just look at Anne Boleyn. She wasn't just younger and prettier than Catherine of Aragon. She also dressed more extravagantly, and she picked up a thing or two about how to please a man during her time as maid of honour to the Queen of France.
Average women pleased their man by knowing how to cook and maintain a household. Aristocratic women had servants for that, so they competed through appearance and "manners", which included sexual knowledge.
Today, thanks largely to technological advances, cooking and cleaning are much less labour intensive, so men can do those things for themselves and women have time to earn their own money. As such, more women adopt the competitive strategies that were limited to the aristocracy in the past - fashion and sexual knowledge.
Nov '11
Re: "The" Sex Issue of Cosmopolitan Magazine
A question for the women: Why must the cover every issue of Cosmo feature gratuitous cleavage? Enjoying the sight of a well-shaped (or well-photoshopped) female bosom is supposedly a male trait. Why does a "women's" magazine do this? They obviously think it helps with sales. Is it a subliminal thing, implying that the women with beautiful bodies read this, so you should too?
This is something that I've never understood, but have long wondered about.
Apr '12
Re: "The" Sex Issue of Cosmopolitan Magazine
Karen, as a 57 year old, longtime happily married man, I am "shocked" that you would think Cosmo has this hidden agenda. My wife says that isn't at all what you women are up to. Can't write any longer; have to take out the trash.
Feb '11
Re: "The" Sex Issue of Cosmopolitan Magazine
Feel Great Naked?!!?!? I gotta get that issue. I feel and look like an Ewok naked and have been shot at with tranquilizer darts by county animal control when visiting the public pool.
Jan '11
Re: "The" Sex Issue of Cosmopolitan Magazine
On the few occasions I've picked up and read a Cosmo, I've felt a strong impulse to shower afterwards.