Other than finding myself back on the hamster wheel of business travel and discovering there’s a tarantula living on our back patio, the Remarkable Meter has been pretty much stuck in “ho-hum” mode.  So, imagine my surprise when a renowned left-brain organization like Consumer Reports kicked it up into the red zone.

I just picked up a copy of ShopSmart, Consumer Reports’ new quarterly magazine that’s undeniably targeted towards the female consumer.  Colorful, sharp and to-the-point, this new magazine gets it right from front cover to back.

What I love about the magazine:

• While it’s definitely a magazine designed for women, it doesn’t say so anywhere in the publication.
• Vibrant colors and photos of women actually using products bring the articles to life.
• Editorial with a sense of humor.  In describing how Consumer Reports works, editor-in-chief Lisa Lee Freeman says, “… we don’t take freebies – in fact, we spend millions of dollars a year on test-lab samples.  To put it more bluntly, we blow our money on all kinds of crappy products so you don’t have to.”  I love it!




• A balance of language that speaks to different needs of individual consumers.  This edition includes “Sites Every Shopper Should Know,” “11 Smart Buys That Will Make Your Home Safer,” and “Killer Color – Picking the Right Paint for Your House.”  It’s a terrific balance of fun “how-to’s,” ratings of consumer products and what they call “instant expert guides” on everything from digital photos to wine.
• Speaking of wine… this edition has a complete wine guide.  Chardonnays you’ll love… How to talk like a wine pro… five wine storage tips.  Not one Little Black Dress in sight.

Consumer Reports has hit the bulls-eye when it comes to marketing to women.  Giving women the information they need, in a language that speaks to them… without speaking down to them. 

If future editions continue with this editorial model, we may be seeing monthly rather than quarterly issues in the near future.  And Consumer Reports will see an uptick in subscriptions of their regular magazine, I promise you.