Magazine content craves new ideas. Stories that comprise the feature pages of a magazine can be so varied and abstract in their ideas that creativity is essential. Feature writing for magazines should not rely on the repackaging of old materials to create stories in newer contexts. Creativity is a challenge to any writer, so how do magazine feature writers keep their readers interested?

Finding new ways to connect with readers is the obvious key. And yes it is only in the nature of business that at the end of each winter you’ll find features on getting your body back into shape for summer, and in each September it’s time for the spring racing carnival or high school formal fashion dedications. Times are always changing and the content of women’s magazines adapts accordingly. In coming up with ideas, feature writers must think of the context they are writing in. This isn’t so easy as if writers fail to adapt and merely stick to old formulas while forgetting about how current societal issues will affect the impact of a story, they will fail to connect with their readers.

One obvious current societal issue is the global financial crisis. It’s only imaginable that high-end magazines are being turned against now more than ever, even though they’ve always been patronised. I guess it comes down to the social role that such magazines portray. British editor of Marie Claire quit and loudly spoke out against features that simply don’t connect with readers, labelling them as judgemental. They patronise the readers by speaking down on them rather than achieving a connection like a successful feature story should.

This post here on Girl With a Satchel’s blog is an example that discusses that feature stories can also go too far in empathising with reader’s situations. We do see people suffering as a result of the economic climate, but again what should the function of the women’s magazine be in this case? I know I like to enjoy flicking through them and finding inspirational stories, not be left feeling bad after reading them. Surely I’m not alone here. But then there’s the array of stories about the need to lose weight, look amazing at all times and own expensive fashion that opposes this. There are many options and opportunities in empathising with reader’s situations. The challenge for creativity remains. But not coming across as in bad-taste and not becoming repetitive in ideas are difficult tasks.

Sydney journalist and blogger Pamela Wilson says, writing a feature is like going on a first date: reconfirming that it’s all about connecting. Coming up with ideas is a process and feature writers might be challenged with writer’s block. In sum, a lead should create immediate impact so the introduction can set the scene and intrigue readers, possibly using an anecdote in being engaging, personal and emotive. Then through inclusion of facts, research and background information, readers can understand the point of the story. Finally, it’s important to leave a positive last impression in concluding the story.

You have to know your readers to achieve success, but the debate about women’s magazine being ‘out of touch’ remains pretty constant. I think it’s quite contradictory. There’s more to creating content, however, as my next post will discuss.