The decline of interest in female film stars
Glamour featured film stars on half of its covers in 2012. But the May 2012 issue featuring Lauren Conrad, the former star of the reality show “The Hills,” was the year’s best-selling issue, at 500,072 copies. The magazine now expects to make film stars the minority presence in 2013.
At Cosmopolitan, the best-selling cover this year featured Kim Kardashian in April, with 1.2 million copies sold, followed by the singer Miley Cyrus in March with 1.1 million copies. In 2012, three out of five of Cosmopolitan’s top covers featured the celebrities Demi Lovato with 1.379 million copies sold, Khloé Kardashian at 1.354 million copies and Selena Gomez at 1.334 million copies.
Vogue’s best-selling cover in the first four months of 2013 featured Beyoncé with 340,000 copies sold. In 2012, Lady Gaga commanded the cover of Vogue’s September issue and sold nearly double the number of copies of the January 2012 issue, featuring Meryl Streep.
It’s not just younger women’s magazines that are moving away from film stars. When Redbook landed an interview with Gwyneth Paltrow for its January issue, the magazine featured her with her trainer Tracy Anderson and not in what the magazine’s editor in chief, Jill Herzig, called the “traditional A-lister in a ball gown kind of way.”
It is music and TV which are in the ascendancy. I blame the globalization of the movie market in part, which skews Hollywood movies more toward Asian male audiences, in turn limiting their appeal to American females. In general international audiences lower the return to good dialog and raise the return on action and explosions, which on average hurts prominent female roles. Note that men’s magazines are now having more film stars on their covers. And there is this:
A recently published study by the University of Southern California’s Annenberg School for Communication and Journalism showed that the percentage of female characters with a speaking part in the nation’s top movies each year reached its lowest point in the past five years in 2012, at 28 percent. Ms. Coles said it had become so difficult to find female film stars to feature from this summer’s blockbusters that her magazine was publishing an article about the problem.
The full article is here.