The Australian publishers of New Philosopher are to launch a sister title called Womankind, aimed at “all women” who are not being catered for in the current market of celebrity and gossip driven women’s magazines.
The Bull Publishing yesterday launched the new quarterly magazine which will be edited by Antonia Case, who is currently literary editor of New Philosopher.
“When you get into the newsagents you see the magazines that my grandma used to read – on diet tips, celebrities, etc. Why hasn’t publishing changed over the years?” Case told Mumbrella.
“Why don’t they reflect the very intelligent and worldly women, who travel, who live in different countries etc? These magazines haven’t moved.”
Case argues that Womankind will cater to a broad demographic of woman who are looking for a better understanding of the world around them.
“I think most woman are intelligent, we all go through school, and this is for all women and for all ages. I think it would be great if a 16 year old could pick up the magazine,” she said.
“We are bringing the best ideas we can from philosophy, sociology and economics, if we have to, to explain the world and your place in it.”
Unlike The New Philosopher which launched last year in Australia the new publication will be less academic but will take ideas and insights from various academic schools.
“It’s not academic,” said Case. “If you look at the new magazine we have an author writing, we have a lot of art, we have a story about how can you grow butterflies, there is a piece about why do we all work so much.
“It touches all different types of issues but in a useful and insightful way.”
Womankind will be on sale in more than 3,000 newsagents and will print more than 20,000 copies on its first run.