On The Nightstand Thursdays: “More Martha Than Matisyahu”

I'll probably read this. I mean, I am mostly in the demographic, it covers stuff I am into, but… what is it that's got my knickers in a twist? Is it that Heeb is selling itself short? Is it that I feel like I'm being told I'm too old to play with Heeb and that it's time to grow-up and read something more grown up? Is it that Martha, while her subscriber base probably is largely female, I can't say I've heard her ever specifically address her readership as female? Is it that I'm not too keen on the hearth and home magazines being addressed to me (I'm pretty sure that like that sort of thing because I like it, not because I'm female, etc.)? All of the above?

In any case, here's what's up. Ex-ad exec Daniel Zimmerman is set to launch Jewish Living magazine next week, a "thoroughly modern magazine" that covers the "Jewish home, family and cultural life":

The bimonthly magazine, boasting "How-To" features on Chanukah parties, Friday night diners and something entitled "Stop Coddling Your Kids", will launch with a rate base of 100,000– part newsstand, part pre-launch subscriptions sold to Jewish associations– targeting Jewish professional women ages 25-34 with a median household income of over $125,000.

(Full story from Folio)

So, maybe I'm iddly because it's dangerously close to promoting itself as the reader for the second-shift syndrome (when both parties of a couple are employed, and one, usually female, assumes the household responsibilities, or the bulk thereof)…? Would I feel differently if it billed itself as being aimed at Jewish professionals, rather than Jewish professional women? Or, am I coming to the table with a a notion of what women's magazines are and assuming this is just a Jewish Redbook? (Oy, can you imagine?) I mean, maybe it's a Jewish Bitch or Jewish Bust? Right, that would be cool. I could dig that.

Eh well, I have to reserve judgment until I've read it, to be fair. And, I will read it. And, maybe I'll keep a copy of it next to my copy of Heeb and read them both.

I'm not too old to read Heeb, right?