''Lear's'' was a monthly women's magazine, intended for women over 50. It covered celebrity interviews, women's issues, and many progressive issues. Its slogan was "For The Woman Who Wasn't Born Yesterday". It was published from 1988 until early 1994. The magazine was based in New York City.

History

''Lear's'' was founded by

Frances Lear Frances Lear (''née'' Loeb, July 14, 1923 – September 30, 1996) was an American activist, magazine publisher, editor and writer. Biography Lear was born with only a first name, Evelyn, to an unwed mother in Hudson, New York, at the Vand ...

, and was designed for readers similar to herself. Having received a divorce settlement reported at $100 million, Lear could afford to run the magazine the way she wished. The first issue appeared on February 23, 1988. ''Lear's'' was published on a monthly basis. Because the magazine carried very little

fashion Fashion is a form of self-expression and autonomy at a particular period and place and in a specific context, of clothing, footwear, lifestyle, accessories, makeup, hairstyle, and body posture. The term implies a look defined by the fashion i ...

coverage, it did not have a natural

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

base, and potential advertisers had difficulty identifying exactly who the readers were. ''Lear's'' circulation was audited at 503,000 when it closed, with a median age of 45.3. It was no industry secret that Sheldon Schorr was brought in to wind down the operation. Schorr stated at an industry conference, "Lear's could have been successful if Ms. Lear provided a better marketing and advertising opportunity to the 35-54 women of America." He claimed that "the staff was bloated and Lear wasted more than a hundred thousand dollars every month." He then took less than thirty days to shut the publication down. Although there were publishers interested in taking over, Lear would not permit Schorr to make a deal because her name on cover made her "eternally vested". When ''Lear's'' closed in 1994, the executive director Evelyn Renold said "A lot of us feel that we have done our very best work at this magazine. We put out a smart, stylish magazine for grown-up women, and I feel there is nothing quite like it out there now."

References

{{Reflist Monthly magazines published in the United States Defunct women's magazines published in the United States Magazines established in 1988 Magazines disestablished in 1994 Magazines published in New York City