Cleo, the magazine that changed advertising
As Cleo magazine faces the axe Simon Canning talks to Ron Mather about some of the risque advertising that helped establish the brand in the first place.
Cleo magazine broke boundaries when it came to publishing, connecting to a generation of newly-empowered young women.
Saucy centrefolds of naked male celebrities and sealed section articles promoting everything from a better sex life to feminine health issues defined the magazine.
But Cleo set new rules on another front as well, transforming the advertising industry with risky work that sparked watercooler conversation long before watercooler was a thing.
Ron, great to be reminded of your work in those early days of Cleo. Wowsers everywhere then too as now!
So sad to see the demise of Cleo. I remember reading the mag as a tween and being embarrassed to buy the mag when it had the ‘sealed’ section.
I also remember some of those ads.
Certainly now when i look to my nieces, Cleo has not been a part of their lives as it was mine. Seems the anonymity of the web superseded it.