Stein Song

Women's magazine editors are usually pleased when their product appeals to large audiences. Their advertising directors, on the other hand, like to argue that the space they sell is surrounded by editorial copy that appeals to a very select crew. In competing with TV's undiscriminating mass appeal, they lean hard on their publication's selectivity.

When the ad department of Redbook Magazine began a campaign in trade publications and the financial sections of newspapers, it boldly set stringent limits on the editorial product that bills itself "for young adults." Said each of the ads: "Some girls are too old for Redbook. 18 to 34: These are the Redbook Years." In the accompanying cartoons. Under 34 dreamed of shopping sprees, Over 34 was a tight-pursed dowager just this side of her next facelift.

The message was aimed at Madison Avenue. But it also managed to reach many of those old ladies of 34 and up whom Redbook says it does not want--even though they comprise about 55% of the magazine's approximately 4,000,-000 women readers. The reaction was scornful. "Since I'm rapidly approaching the ripe old age of 46," wrote one subscriber, "I guess you don't want me. So you may be assured I have subscribed for the last time." From the mature perspective of 38 years, another reader informed the magazine: "I don't think I'll bother tottering up to the newsstand for any more copies."

Delighted by the publicity but somewhat astonished by the protest. Redbook nevertheless stuck to its position. "We are edited solely for the women in the 18-to-34 age group," insisted Advertising Director Arthur Stein, himself a superannuated 52. "If we had some way to tell them to go away and stop reading the magazine after that, we would do it." With these blunt words, Redbook Editor Robert Stein, 40, and no kin to Arthur, expressed full agreement. While Adman Stein is straightforwardly encouraging older readers to take it on the lam, Editor Stein says he is taking a subtler tack: he is running large amounts of fiction on the theory that elderly females can't stomach the stuff. Says he with ill-concealed admiration: "The ads are a quicker method."

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