Permits & Passes
Dare - newest women's magazine
Who would have expected another
women's magazine to be launched in these not-so-rosy times and what with so many
other local women's magazines already on sale at the newsstands. But, Dare did
dare to go against the tide to come out in print this August.
At first look, Dare doesn't seem to
fit the mould of women's magazines that we have grown accustomed to. By George,
it's only 17 cm by 22.5 cm - slightly larger than Readers Digest. So, one
wonders how the magazine will be able to wean readers' support away from the
other more established brands.
But beneath Dare's pint size lies
its strength - the magazine tackles serious womenhood issues. It doesn't gloss
over these things as some other magazines have through the use of glossy eye
candy in their pages. Certainly, Dare isn't a magazine for flipping through -
there are hardly any fashion ads to drool over. On the contrary, Dare demands
serious reading. That's where the magazine has appeal power.
In its maiden August 2003 issue,
Dare lays the heavy stuff on its target audience - women in their 30s and above,
and perhaps, men too. It begins with a short story of a woman who at mid-life
was slapped awake by news of a tumour befalling her hubby. It continues with
anecdotes on mid-career job changes resulting from retrenchment or that search
for fulfilment. Next, Dare piles on advice on coping with in-laws. And before
you know it, you find that you just can't take your eyes off the magazine - all
166 pages of it.
Dare's Editorial Director Agatha Koh
confesses, "we are unabashly 'older'." But, she reveals what makes the
magazine different - helping women "get on with the business of living.
Which to us means: (worrying about) career, health, sex, kids, spouses,
partners, relationships, our changing bodies, ageing parents, finances...the
list goes on."
Yes, that does sound like Dare's got
loads of good down-to-earth stuff to share with its readers. Could mean lots of
hours poring over the magazine's contents. But, with such a portable size,
there's no worrying over where to take the magazine to or where to read it -
perhaps, that's why the people behind Dare made the magazine so pint-sized.
Dare retails at S$4.00 a copy at all
good bookstores and newsstands. Purchase a copy from Times Bookstore and you get
a free 1.7 fl. oz. Elizabeth Arden Green Tea Refreshing Lotion.
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