Grazia

Grazia is a weekly fashion magazine (competing with monthlies such as Elle or Marie-Claire). It is owned (in the UK) by Bauer Media (along with Angling Times and Motor Cycle News). Grazia was voted PPA Magazine of the Year in 2008.

The magazine claims to present “the world through a fashion lens” (ie they would carry out a stylistic analysis of the shoes thrown at George Bush rather than focus on the security threat to the President).

Grazia has a rising circulation and is currently about 227,000 (these are very influential women in terms of culture, opinion and visual sense – through their purchasing decisions these women decide how contemporary British culture looks).

Readership profile: Grazia readers are middle-class women in their 30’s. Most are married or living with a partner. The majority work full time and have affluent disposable incomes which they spend liberally on fashion and beauty.



Above: 189 Shaftesbury Avenue, editorial offices of Grazia magazine.


Editor of Grazia is Jane Bruton who was born in Wigan (her grandfather was a railwayman). She read English at Nottingham University. She previously worked on Chat, Prima and Eve.

If I were forced to pick holes in the magazine: the washed-out look to the photography gives it a superficial 1950s charm but not sure how this will weather; the emphasis on A-list celebrities may possibly be investing in a crashing bank; the process yellow branding is a bit…

But generally the magazine is, at the moment, culturally very influential. If David Cameron is serious about attracting women voters (a demographic that is up for grabs) he should get himself into Grazia. But do please bear in mind this is not British Vogue.

More on Grazia: http://www.graziadaily.co.uk/

More on Jane Bruton: http://en-gb.facebook.com/people/Jane-Bruton/544411919