For decades, conventional women’s magazines have focused relentlessly on fashion and consumerism, beauty and relationships; stylistically, their tone is normally serious to the point of humorless, implying that their relatively trivial content represents the most significant issues on the average woman’s mind. This is patronising to the point of absurdity. It hardly needs stating that real women are engaged with the world at every level, are concerned with politics, art, culture, and want to read about issues that are of real importance to them. Neither should it need to be pointed out that most women are equipped with a fully-functioning sense of humor. So why can’t a women’s magazine, when dealing with more light-hearted subjects like sex and relationships, take a crude and satirical tone, paralleling the humor that is so common in the new generation of men’s magazines? There is a demand for a magazine aimed at real women, voicing their views and displaying their many talents, whilst also being able to laugh at themselves.
We want to create a magazine designed, produced and written by women, giving a uniquely female interpretation of the world, and providing real women with something to read that stimulates them and reflects their personalities. We want to create a magazine that prints reports on the plights and victories of women around the world, written by women who are involved or interested in the events. We want to provide an outlet for creative women, a forum for artists, designers and writers to promote their work. This magazine will be genuinely serious but also genuinely funny, discussing our sex-lives in the way that they should be discussed: as something to have a good laugh about. This will make a welcome change from the monotonous ‘how-to-satisfy-your-man’ tutorials that we are still subjected to in the pages of the mainstream glossies.
Flow Magazine hit the headlines in 2002 when Julie Burchill wrote an article about it in her weekly Saturday column for the Guardian and then became a contributor to the magazine herself.
Produced & Edited by Jolie Booth of Kriya Arts from 2001 - 2002