When I first started working in magazines, the prevailing wisdom was that if you put the following words on the cover (not necessarily in one sentence) – Sex, Chocolate, Hair, Shoes – then women would buy the magazine. It struck me as patronising even then, and to be honest I never really noticed that they made much difference when we did put them on the cover. But I am pretty sure they’d have even less impact now. Because what I think women really fantasise about these days is running our own business.
It’s not that corporate life is so terrible, or that we hate our colleagues, or even that we necessarily have a brilliant idea we want to act on: we just want to be in charge of how we…
