Why salons saying no to magazines will have a big impact on the media

Seeing the number of beauty salons from across the country standing up together and saying they  will no longer stock celebrity magazines for clients to read in a protest against the toxic coverage and language seen in many of the publications, and the subsequent support from their clients, is a real turning point for the media industry. It sends a demonstrable sign from a key target demographic group for those publications, enough is enough.

‘We only cover what you want to buy/read’ has been the argument for many years which has perpetuated the looks obsessed, incessant female Vs female negative comparisons and intrusive content.  Small actions can have a big impact, and what these salons are doing is a case in point. I love making the most out of my trip to the salon by taking some uninterrupted time out to read a mag with a brew but I won’t miss reading the negative tone and passive aggressive stories featured so prevalently and if the publications take note, they could be all the better for it.

However, if they don’t, and continue to produce the same type of content their customers are saying they know longer want, the hit on the bottom line with soon become apparent. Advertisers don’t as a rule want to be associated with negative stories that result in customers turning away from their products by association, or result in wasted advertising budgets. So not only could circulation figures and viewing numbers dwindle, advertisers could start to pull out of partnership deals and advertising contracts.

The celebrity obsessed culture many of us have grown up with has gradually become more and more malicious and unpleasant, especially alongside the infiltration of social media in all our lives with seemingly normal boundaries and behaviours discarded.  

The tragic death of Caroline Flack has affected so many people, including myself. Although I didn’t know her personally, she’s been in my living room for many years through the various TV shows she’s been involved with, she was similar age and someone I admired. She was fun and bright. One of the girls.  The daily abuse she faced online and the incessant coverage and intrusion into her life was unsettling and upsetting to witness.

Will we now see a change in the actions of people online and the content these magazines produce? Only time will tell, but individually we can take ownership in our own actions including what we write, buy and read.

Be Kind.

You can read about my thoughts on when retailer, Lush decided to stop using social media as a ley marketing tool in my previous blog.