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The Return Of Victoria Magazine
Copyright 2010, 2016 Christina M. Guerrero
DEDICATION
This is for Victoria Magazine
and those who bring it to life.
STORY BEHIND THE STORY
I'm among those who cried over the changes
in this magazine, its ostensible end, and also over its return.
ABOUT THE DRAFTS
Unknown draft:
Upon revisiting this article, I see that it is only an intermediate draft.
I wanted to present a fair and balanced explanation about the reader dissatisfaction
over the magazine's changes, and don't think I accomplished that.
In the editors' defenses, they and the graphic designers
determine what a publication contains and how it looks.
The Kennedy era was different from the Lindemeyer era,
and the magazine was not ugly or unattractive under Kennedy ... just too different,
and readers, including myself, either stopped subscribing
or flipped through the issues and gave them away.
I thought the changes made the magazine look less romantic and fluffy and girly and lacy and frilly,
and more modern and state of the art (nothing wrong with that; I had originally subscribed for frilly stuff).
Under Phyllis H. DePiano, the magazine has more of the frilly stuff.
Victoria Magazine returned in 2007 to the delight of its fans around the world.
In 1987 newsstands and magazine racks featured a new publication: Victoria Magazine. Readers were treated to beautiful, clear, detailed close-ups of gardens, antique and modern fashion, and elegantly-decorated homes and small businesses; how-to articles about collecting antiques, and designing home-made items; travel articles about romantic, peaceful locations; and inspiring profiles of women entrepreneurs.
In later years, readers were dissatisfied with the magazine’s appearance and content, which they believed had changed from elegant to commercial. Victoria closed in 2003, only to be revived at the end of 2007 under the ownership of Hoffman Media, LLC, which returned the publication’s appearance and content to its original format.
The Format Changes From Elegant To Commercial
In 1987 and during the years that Victoria readers remember with fondness, the magazine provided a monthly view to a peaceful, beautiful world. It was not about an austere, strict lifestyle, but about “living graciously,” said Phyllis Hoffman DePiano, Hoffman Media President and Victoria Editor-In-Chief, in an interview with Make Mine Pink on November 1, 2007.
To the disappointment of its readers, when founding editor Nancy Lindemeyer retired and was succeeded by editor Page Kennedy, the magazine switched its format. Formerly large, lush photographs were reduced and printed in more glaring colors; the articles were shortened; and it started to look like “any other bland decorating magazine,” writer Lorna Barrett commented on her site Dazed and Confused. Eventually, the magazine closed in 2003.
Readers Cried At The Return Of The Magazine
In the spring of 2007, devoted Victoria fans around the world were ecstatic about the news that Victoria would be not only be returning, but printed in its original, graceful format. Hoffman DePiano said in the Make Mine Pink interview that she received phone calls from readers who were so delighted that they were in tears. In the Reader to Reader section of many issues since then, letters have described their authors being emotionally overwhelmed by, and thankful for, the magazine and its contents.
Current Image And Issues Reflect The Original Format
Since 2007, delighted readers of Victoria have been enjoying a “return to loveliness,” “bliss” and “the charm of yesteryear,” phrases the magazine has included on its cover and spine through the years. In addition to the magazine’s traditional high-quality photography, readers enjoy:
Features - Approximately five articles per issue
Calling Cards - Business cards from women entrepreneurs
Favorite Things - Items and places relevant to the season
Writer-In-Residence - Catherine Calvert is the 2010 writer
Inns We Love - Inns in lovely settings
Cooking and Entertaining - Recipes and how-to articles
Chimes - A nostalgic essay relevant to the season
Old Issues Are Rare and Expensive
Hoffman DePiano told Jura Koncius from The Washington Post in an October 18, 2007 interview that 1987 issues of Victoria were selling for $100 on Ebay.
Readers Have Banded Together
During the years without Victoria, fans banded together on message boards to share their memories and scans of old issues. At Morning Coffee and Afternoon Tea, Remembering Victoria Magazine, and other boards they discussed past articles and photos, and then, with joy, the return of the magazine.
No doubt these fans and new subscribers are lovingly reading and storing their current issues for themselves and for future readers who might enjoy the gracious world described in Victoria’s articles and photographs.
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