1271 Avenue of the Americas
New York, NY 10020
212/522-7034
212/467-1062 (fax)
http://www.RealSimple.com
Time Inc.'s sumptuous title, Real Simple, debuted last April, giving Martha you-know-who's book a little healthy competition in the photography department. Think of it
as the magazine equivalent of Feng Shui. Its balanced, soothing page layouts and uncluttered prose offer at least hope, if not respite, for weary, over-extended women in their
20's, 30's and 40's. The book will publish 10 times in 2001 (with double issues in June/July and December/January).
Content/Contacts
Real Simple cuts across multiple categories, offering "actionable solutions" for women on the go in areas such as home/shelter, health, food, money, clothes, beauty,
work, family and holidays. Carrie Tuhy, formerly with InStyle, became acting managing editor last May, and assumed the title officially in September. Among the book's
regular departments:
Simple Solutions. Answers to life's little complexities, from gravy boats, to fragrances to party dresses.
Systems. How to organize your tool kit, linen closet, etc.
Straight Story. No-bull primers that demystify topics such as how to hire a financial planner, how to use Web search engines and how to make informed decisions about
serious health issues.
Real Life. Profiles of real people, friendships and families (e.g., father/daughter relationships into adulthood; one family's teatime tradition).
Channel story ideas through assistant editor Marla Garfield via snail mail. Then follow-up by phone (212/522-2985).
Pitch Tips
Real estate for text is slim on these photo-rich pages. If you want to make the cut for small pieces, offer up practical solutions to everyday problems - even those that may
seem pedestrian. "If we're doing a piece on cell phones, it's not just about who has the best technology and whether or not they're safe, but how can you find it in your purse?"
Tuhy says.
Features, on the other hand, tend to be weighty. "Any topic is fair game," she adds, "provided it speaks to the Zeitgeist of the moment and is on the pulse of the audience."
To wit: the October issue included a run-down of the voting records of the presidential candidates (ugh), and an informative piece about the benefits and shortcomings associated
with mammograms.
Don't assume a one-size-fits-all women's mag approach will suit this pub. "This is not a book about what's wrong with you, how to lose 10 pounds or have a better orgasm," Tuhy
says. "It's about helping [readers] figure out what they do best."
Comments
The editors are still figuring out how to simplify their own jobs and have begun experimenting with themes. "Each issue has a guiding mantra," Tuhy says. For example,
"Comforts for Fall" served as the undertone in October, conjuring articles on "warm" materials for the home (e.g., sheepskin rugs) and cider for grownups. November's holiday theme
yielded Thanksgiving recipes, seasonal sweaters and tips on kitchen organization, with entertaining in mind.
"People read us because they have an overwhelming desire to lead a simpler life. They are drawn to that promise. Even if they can't do all of it, the mere fact that they are
taking a step in that direction makes them feel better," Tuhy says. Content is crafted as much as a psychological remedy as a practical one. "For example, we did one story about
organizing your lingerie drawer. The idea is to think of this as something that's pleasurable instead of dutiful. It connects people both practically and emotionally," Tuhy
says.
Although simplification is a goal, the magazine is not about reductionism, per se. "It's not about people connected with the back-to-basics, bran and Birkenstocks movement,"
Tuhy advises. "We aren't presenting a game plan for life. We're helping to customize the game plan for real women."