More with More Magazine Editor-In-Chief Lesley Jane Seymour

seymour_more_mag_2.26.10.jpgRight on the heels of revealing the magazine’s revamped logo and new tagline, More‘s editor-in-chief, Lesley Jane Seymour, spoke with FishbowlNY on what prompted the publication’s redesign and how it reflects More‘s changing readership.

The tagline, as we mentioned in our previous post on the magazine’s makeover, was picked from a feature within the magazine to better portray the interests of the magazine’s readers. As Seymour explains it, the old tagline — “Smart Talk for Smart Women” — didn’t quite reflect the magazine’s full scope:

“Smart Talk for Smart Women” was true, but women have redefined themselves. The style aspect surfaced and readers told us they wanted to see more focus on fashion and beauty in addition to reading about work, finance, health, travel, and many other topics.

After the jump, Seymour explains why More isn’t just for women over 40.


Seymour points out that the magazine’s new direction meant moving away from the idea that it is solely geared towards women 40 and over. While More does highlight concerns and interests for middle-age women and older, there is no specific bar set in terms of readers’ age. Seymour explains why:

We think of our magazine as catering to a life stage versus an age. The concept of age is no longer applicable; we view progression in terms of different phases. When you’re younger, usually in your 20s although sometimes it can last longer, you’re in the “you” stage, where everything is about your own thoughts and desires. As you mature, you start pairing up, having kids, working, and everything revolves around other people. This is the “them” stage. Finally, once your kids grow older or life becomes more stable, women reach a stage where they can start thinking about themselves again. That’s where we come in.

Seymour may just be on to something. She shared that one reader confided that “More is my Seventeen magazine” – evidence that the magazine is more about a phase and an outlook than a specific number.

As for the magazine’s makeover, Seymour explains the logo’s new font is “less clunky” so as to allow the entire title to show over the celebrity cover model’s face with neither being obstructed – a design decision that points to the growing importance of celebrity within the magazine’s focus as well as the importance of proper branding.

All this focus on improving the print publication, however, does not mean More has neglected its online readers. The magazine’s online presence, their site, More.com, relaunched last May with a new platform and with the magazine’s editors in charge of online content. The website allows for greater reader interactivity, allowing visitors to create user-generated content such as “Meet the Reader” and the “Reinvention Story Content.”

And, starting March 16, readers can also look forward to helping narrow down the candidates in this year’s “More Beauty Search.” In contrast to the magazine’s previous beauty searches, this year’s focuses on women who don’t necessarily want to be models and aren’t interested in leaving their homes and jobs to pursue a contract, but who best reflect a redefined ideal of beauty. Seymour hopes the contestants, all women over 40, will showcase a wide variety of ages, sizes and shapes.

Because ultimately, says Seymour, she hopes the magazine’s new look and constantly updated content will work to celebrate women and provide a healthy dose of positivity to newsstands.