Launching July 24, [Missbehave] is a provocative consumer magazine from the publishers of Mass Appeal targeting women with fashion, beauty tips, and cultural lowdown appropriate to "more edgy, street-savvy women ages 18-32," according to editor Samantha Moeller. "There's a lot of men's magazines featuring this whole sneaker culture--graphic t-shirts and all this 'gear,' I call it," Wherever did she come up with that term? said Moeller. "But a lot of women from all different backgrounds are into the same thing. They might have a 9-to-5 job, but they're going out to parties and rocking their gear, dressed down like that. Even more so, there are a lot of jobs, in all kinds of industries, where it's really acceptable to wear all that kind of gear." I think she should have used the word "gear" a few more times. Moeller summed up: "There's all these men's magazines that show this kind of stuff-and we're saying hey, it's time for the women's side too." For example, the magazine has a section called 'ADHD,' Always fun to spoof mental illness. Moeller said, with short features categorized by "style, entertainment, and tech." But Moeller emphasized that Missbehave is very much a lifestyle magazine as well, with "documentary" articles exploring the myriad female American subcultures. "For example, there's a subculture in Texas of female fans who worship Selena, the late singer--and there are fans who wear t-shirts with her picture airbrushed on them, and it's a real culture," Moeller said. "We love that kind of stuff, because it's a fashion thing, without being 'style.'" "ish" She left the "ish" off at the end there. Moeller's husband
Adrian, Missbehave's publisher, (aha!) is also in charge of pushing the magazine to readers: "Initial circulation's going to be 75,000, and we're going to be doing a lot of promotions." He went on: "We're going to be doing some huge wallscapes in SoHo and the Lower East Side, postering all of New York and Los Angeles. Because God knows SoHo and the LES pretty much count as all of New York. Where I'm living might as well be Toronto. We're doing Fashion Week. We're buying special placement in Borders and Barnes & Noble. It's going to be huge."
Dudes, what am I doing with my life? I could totally have this job, revealing trends in niche subcultures. Like I hear this iPod doohicky is really catching on among these "hipsters". Who, as is turns out, are often not as young as they appear! Shocking!