Barely two months after news that Australia's first cosmetic surgery magazine, to be called Gloss, was about to launch, three other publishers have joined the race. Two of the magazines - The Art Of Cosmetic Beauty and Cosmetic Surgery Magazine - hit newsstands in the past week. By September, two other titles - Gloss and Looking Younger - will go on sale.
Each of the magazines attempt to cash in on a boom in cosmetic surgery in Australia, dishing up features on everything from celebrity nips and tucks to lunch-hour face lifts. Cosmetic surgery procedures are estimated to have soared 300% last year. Publishers of the magazines are also chasing lucrative advertising dollars from the plethora of cosmetic surgeons, dentists and other beauty industry players keen to take a slice of the burgeoning market. Between the four magazines alone, an estimated $1 million is being spent on buying advertising space, selling everything from hair transplants to penile extensions.
Editorially, the magazines range from advertorials, articles written by the magazine staff but funded by an advertiser, to warts-and-all descriptions of what procedures are available and how much they hurt. If successful, the magazines could sell more than 150,000 copies between them.
David Hickey, managing director of Gadfly Media, the company that launched Australian Cosmetic Surgery Magazine, says: "While I'm not interested in having any cosmetic surgery, there are a lot of people who are. They want to know about it and we're happy to tell them.''
Copyright May 1998, Crain Communications Inc.