I used to work for a magazine called American Woman. Instead of being sold on newsstands or by subscription, it was distributed only in hair salons. But it wasn’t about hair.
It was a fashion and lifestyle magazine for women. But what it was really about–or, rather, how it sold itself to advertisers–was its captive audience.
This was a big idea in the late ’80s. It was capitalized upon by Whittle Communication, which also created Channel One, broadcast programming for kids in school. Whittle was always looking for a captive audience–in a doctor’s office, even, they figured, to people sitting on toilets (hence the stall-back posters with ads you have undoubtedly encountered).
American Woman never flew. But I remembered it today when I set up a display of Hexaon jewelry in my own hair salon–Modem Salon & Spa, on Silver Lake Blvd., in Los Angeles. I am lucky to have my own sort of captive audience, since mine is the only jewelry line that Modem is featuring.
Lucky, too, to have Casey, the salon’s colorful receptionist as the newest member of my Spokesmodel Army. She fell in love with the “Zut Alors” brooch!