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School Age

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Abstract

School Age Sharon Bloyd-Peshkin The magazine that made me doesn’t exist. But it might have. The process of its promising beginning and untimely end profoundly affected me, personally and professionally. Back in 1994 I was senior editor at Vegetarian Times, which had recently been purchased by Cowles Enthusiast Media. We were now part of a magazine group, along with titles like Teddy Bear and Friends and Civil War Times—magazines for people who cared deeply about specific areas of interest. At the time, I was pregnant with my second child, and my first was almost old enough for kindergarten. There were plenty of parenting magazines, both national and local; but their focus was primarily on the pre-school years. There was no magazine for parents of school-age children to help them navigate their children’s education. So I proposed one, calling it School Age: A Parent’s Guide to Elementary Education. My publisher was interested, and I was given a sabbatical from Veg Times, along with a raise, to work on the editorial mission and architecture. I was repeatedly flown to Cowles’s headquarters in Stamford, Connecticut, to meet with circulation and advertising managers. Suddenly, I went from kicking off my Birkenstocks to pad around barefoot in the low-key, Chicago-area office of Veg Times, where people’s kids and pets wandered past my desk, to putting on makeup and grown-up clothes to talk with people in suits about whether we might partner with the National PTO to boost circulation and how we might lure lucrative brands to advertise in our pages. I created a prototype with the help of some talented designers and chose a cover image for the launch issue. And then Cowles decided not to launch the magazine. I’ll never know exactly what went into that decision, but I believe School Age died of a circulation disorder. The company ultimately didn’t have confidence that it [End Page 27] could reach and convince a significant target audience to subscribe and, without that, land enough advertisements to make the magazine profitable. There was no category of magazines for parents about education, they reasoned, so perhaps there was no market for one. That turned out to be a pivotal moment for me. I had long fantasized about what it would be like to work for a well-heeled magazine company, in contrast to the humble and heartfelt Veg Times. But the longer Cowles owned the magazine, the more I felt that heart slipping away. And while my disappointment with the decision not to launch School Age wasn’t a turning point, it reinforced my understanding that while mission drives the editorial side of magazines, money determines the rest. Under the new ownership, Veg Times began to be more about meatless eating and less about what motivated people to give up meat—concerns about the environment, animals, agriculture, and nutrition—because that’s where the money was. We began to lose our alternative edge, and I started looking for another job. Had it not been for School Age, I might have looked downtown, or even to New York, still dreaming of a prestigious magazine job in a glass tower owned by a corporation that catered lunches and hired limos to take editors to the airport. But instead, I looked at my kids and my life and realized I didn’t even want to be that kind of editor at that kind of publication. Instead, I took the top editor job at Chicago Parent, a regional parenting publication, where I was able to pour my heart into producing a broadsheet magazine on a shoestring budget for a devoted subscriber base of 125,000—laughably small by national standards. My kids came to the office after school, dogs roamed the hallways, and my work felt meaningful on a deep level. I wanted to create School Age because it was the magazine I wanted to read, and I believed that many other parents would too. That’s a familiar motivation for many editors—a deep affinity for the content and the readers. School Age’s failure to launch reinforced my commitment to being the kind of editor...

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