Some Things Never Change

In the article, Inventing the Cosmo Girl, Laurie Ouellette discusses Cosmopolitan's beginnings and its editor in chief, Helen Gurley Brown. Brown wrote the book, Sex and the Single Girl. She claimed it was "a self help credo for the girl who doesn't have anything going for her... whose not pretty, who maybe didn't go to college and who may not even have a decent family background"(117). Brown had had 18 secretarial jobs, got promoted to advertising copy writer and did not marry until the age of 37 (117), so this book was largely drawn from her own personal experiences. She gave advice on work, housing, budget, physical appearance and of course, on sex. "Brown guided women through encounters with men who were not their husbands, instructing them how to attract the best ones, date them, cajole dinners and presents out of them, have affairs and eventually marry the most eligible man available" (118). After her great success, she became editor in chief of Cosmopolitan.

Cosmo was "the first consumer magazine to target single 'girls with jobs' with feature articles, advice columns, budget fashions and advertisements for mainly 'feminine' consumer items such as cosmetics, personal care products, lingerie and clothing" (119). This magazine was almost targeted for girls who were in the working class, did not hold any degrees and were ultimately trying to survive the single life. There were articles about improving yourself, how to accept who you are, what it means to be 'natural', and other various tips. Brown also capitalized on "sexual protocol", featuring articles on "female orgasm, birth control, masturbation, casual sex, and sexual experimentation" (123). Cosmo eventually moved into feminism, although not entirely. Cosmopolitan was a magazine before its time, speaking of those issues not necessarily discussed and defying "normal" standards.

Cosmo definitely fits in better today. There are more magazines like it, though it does position itself above the rest. The themes it had back in 1972 (magazine on right) still hold true today. Articles about weight loss, dealing with men, fashion, personal appearance, and sex sex sex. The way it is portrayed may be different, but the message that Cosmo started off with is the same over 30 years later.