|
|
|
|
Self was founded in January 1979 by Phyllis Starr Wilson, who served as the editor-in-chief for the publication until January 1987, when she was named the founding editor. At its inception, the magazine began with many of the same philosophies it retains today, including health, fitness, nutrition, beauty and happiness, although the categories then were not as specifically named in the magazine.
In 1979, cost of the magazine was $1.50 an issue or $10 for a one-year subscription. By 1983, the circulation for Self reached one million readers with its September issue. However, by 1986, the news-stand sales were stagnant. This may have been because other mainstream women’s magazines also began adding sections about health and fitness, so Self needed to redefine itself on the market.
In July 1988, Anthea Disney took the position of editor-in-chief and made it her goal to refresh the magazine’s image. In the one year she held that position, she reworked the content by seeking out renowned authors such as Ann Hood, Susan Allen Toth, Alice Adams, Helen Mohr and Elizabeth Benedict to supply the magazine with fresher content with a higher degree of journalistic integrity. She revised their cover strategy by replacing airbrushed models with more natural-looking pictures of women in everyday surroundings. It was also at this time when the colors of teal and magenta were adopted for the magazine. Disney said in a New York Times article: "We deliberately chose colors not being used on other magazines". Between 1986 and 1989, the newsstand sales increased by 3 percent and the subscriptions increased by 22 percent.
In December 2016, it was announced Self would become online-only after their February 2017 issue was published.
