What a wealth of ‘Weekly’ entertainment

Press, 25 November 1982, Page 16

What a wealth of ‘Weekly’ entertainment

The “Australian Women’s Weekly” becomes a monthly in the New Year. This second radical change in seven years marks a turning point in the publication’s 50-year history. The story of a magazine that became an Australian institution is celebrated in a colourful, soft-cover history, “The Weekly,” by Sydney journalist, Denis O’Brien, published by Penguin Books, at $15.95. This affectionate account of publisher Sir Frank Packer’s cherished moneymaker, makes entertaining reading. A nostalgic view of the Australian passing parade from the Depression to the production and circulation triumph of last year’s royal wedding coverage, it is a visual delight. Its 150 large pages light-heartedly reflect the “Weekly’s" patriotic endorsement of home, family, nationhood, high society, and British royalty. While the practical service features are its backbone, celebritywatching proved a great es-

capist seller. Like their Australian sisters, generations of New Zealand women enjoyed the “Weekly” habit. Circulation kept rising into the uncertain 70s.

From a resolute endorsement of traditional middleclass values, the magazine moved cautiously with the times in the 1960 s and 19705. Modern format and content changes came with the arrival of media-star editor, Ita Buttrose, in the mid--19705. Now the cut-throat competition of Sydney publishing has forced another change, even as circulation reaches 900,000. Industry sources say the “Weekly's” share of the advertising market has declined. There is much speculation that the publication is losing money. Once it was said that “life wouldn't be the same without the ‘Weekly’.” Can 50 years of loyalty sustain a monthly? With its past record, and a typically competitive $1.50 price, it seems likely.