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She became deputy editor at Cleo in , and was editor at Mode now Harper's Bazaar and Elle magazines until she took over the Editorship at Cleo from to  where she "revive[d] the magazine's falling circulation and advertising revenue". Starting as a copy girl at the Australian Women's Weekly , she quickly became a cadet journalist at the Daily Telegraph and its sister newspaper Sunday Telegraph before taking over as women's editor at the age of We are doing all the things that motivate Generation Y: Every month, there were feature articles covering issues including: There is plenty of joking, bantering, and double entendres among the female characters who use humour to deal with obstacles that come their way from the suits upstairs when creating the magazine. Sex no longer sells[ edit ] In , new editor Sharri Markson announced there would be no mention of sex on the cover of Cleo. Despite scepticism from Sir Frank Packer , the Publisher, Buttrose's hunch that Cleo would appeal to modern Australian women proved to be right, with the magazine becoming the top selling monthly women's title and elevating Buttrose to the status of a feminist icon and magazine queen. Cleo magazine presents an annual round up of the 50 most eligible bachelors in Australia, and encourages readers to vote for their favourite eligible bachelor.
Cleo was modelled in a large part on Cosmopolitan after the Packers lost the rights to the latter title to rivals Fairfax. In her first editorial letter, Buttrose described who she thought the Cleo reader was: The circulation of Cleo decreased from , in to , in Dolly and Cleo[ edit ] A primary cost-cutting measure taken by Bauer was to merge the editorial staff of Dolly and Cleo magazines, reducing the staff size by half and appointing a single Editor-in-Chief for both magazines. When we are shown the discomfort expressed by Kerry Packer played by Rob Carlton and Sir Frank when the female staff have frank discussions with them regarding the sexual content of Cleo, the scene is meant to be funny. She became deputy editor at Cleo in , and was editor at Mode now Harper's Bazaar and Elle magazines until she took over the Editorship at Cleo from to  where she "revive[d] the magazine's falling circulation and advertising revenue". Andrew Cowell, the art director on the debut edition of Cleo said: There is plenty of joking, bantering, and double entendres among the female characters who use humour to deal with obstacles that come their way from the suits upstairs when creating the magazine. University of Sydney media academic Megan Le Masurier interprets the centerfold phenomenon as an incentive for popular feminist desire. Women's sexual liberation is highlighted in playful tones. However, it is important to note that Cleo's editorial agenda was that of liberal rather than radical feminism. The first issue was launched in November , the same month that Gough Whitlam came to power in Australia. Oakes currently holds the position of editor of Sunday Life, a Fairfax publication that has a readership of more than 1. More than 40 years after revamping women's magazines with male centrefolds, it was the first time that sex had not been used as a selling point. I knew the young women's market was the most vulnerable. Buttrose would go on to become the first female Editor-in-Chief of these two newspapers and the first woman appointed to the board position with News Limited. In two days, , copies of the first issue were sold and by the end of its first year circulation reached , In addition, Beauty Bites, Cleo's digital app, offered an interactive component to technologically minded Gen Y readers, including how-to video tutorials, expert advice and reader-generated content. According to producer John Edwards, Buttrose was a significant contributor to the script. As then editor Oakes explained, "Every month we will ask our readers online to give feedback which will be incorporated into the magazine the following month. Now sexy, according to December cover girl Taylor Swift is "knowing who you are and not needing to defend yourself. Final issue [ edit ] On 20 January , Bauer Media Group confirmed that Cleo magazine would close in Australia after more than 40 years of publication, with the final issue being March, on sale 22 February. After rising to the editorship of Dolly in only 5 years, Wilkinson took over the position of Cleo magazine editor in , and reigned there for ten years. Despite scepticism from Sir Frank Packer , the Publisher, Buttrose's hunch that Cleo would appeal to modern Australian women proved to be right, with the magazine becoming the top selling monthly women's title and elevating Buttrose to the status of a feminist icon and magazine queen. According to the magazine's editorial philosophy, "Cleo gets women, and it also strikes the perfect balance, offers a bright, light-hearted tone and aesthetic without shying away from the more serious issues that are important to their readers.
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