Cleo, the women's magazine famous for nude male centerfolds and sealed sections, has ditched sex on its cover for the first time in its 40-year history as part of its relaunch.
The decision to remove racy content from its cover was partly generated by findings from Bauer Media's 'Young Women's' study, which AdNews exclusively revealed last month. It found that 41% of total 14-26 year-old respondents were still virgins, with only 7% having had a one-night stand in the past six months. Meanwhile, 69% were still living at home with their parents, it said.
A release announcing the relaunch said it was the first time since the title's inception in the '70s that there was no "big sex-sell" on the cover. It launched in 1972 under the guidance of now-publishing legend Ita Butrose, shooting to fame thanks to its mix of seemingly controversial content, including nude male centerfolds and detailed sex advice.
Despite moving away from such content on its cover, the title will honour its history, "returning to its provocative roots and tackling issues that matter to young girls," the release said.
Its new issue, on sale today with model Miranda Kerr on the front, reports on topics including the "harassment" of female university students at orientation weeks, and why international retailers such as Zara charge local customers more. The relaunch is supported by a television spot, which you can view here.
The shift comes just months after former TV journalist Sharri Markson took the reins, after previous editor Gemma Crisp moved to the UK. Other women to edit the famous title include Mamamia's Mia Freedman and Nine's Today co-presenter Lisa Wilkinson.
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