ON THE ISSUES is a magazine for “readers who prefer to be known as women.” . . . ON THE ISSUES started as a newsletter back in 1983 and is still supported by Choices Women’s Medical Center. Founder, editor-in-chief and publisher Merle Hoffman says that her original goal was to communicate with activists and feminists. Today, with 20,000 readers, Hoffman strives to increase the influence and visibility of ON THE ISSUES. The quarterly…is not affiliated with any political party. Recent issues have included pieces by Shere Hite and Andrea Dworkin. Hoffman hopes to increase advertiser support for the title.
“We are seeking like-minded advertisers,” she explains. “I believe it is possible to combine capitalism and entrepreneurial spirit with activism.” Hoffman says that she has been approaching book publishers, manufacturers of natural health foods, non-animal tested products and companies like Working Assets, a telecommunications company that donates a percentage of profits to charitable causes. “Advertising affects other women’s magazines quite dramatically,” posits Hoffman. She thinks that the editorial supports the cosmetics advertising by reinforcing society’s pressure to be beautiful. . . . They are selling what can become if you read the magazine. Cosmo is selling better orgasms and I’m selling social consciousness; that’s a tough sell. But obviously, our readers are consumers too.
