In 1987 newsstands and magazine racks featured a new publication: Victoria Magazine. Readers were treated to beautiful, clear, detailed close-ups of gardens, antique and modern fashion, and elegantly-decorated homes and small businesses; how-to articles about collecting antiques, and designing home-made items; travel articles about romantic, peaceful locations; and inspiring profiles of women entrepreneurs.
In later years, readers were dissatisfied with the magazine’s appearance and content, which they believed had changed from elegant to commercial. Victoria ceased publication in 2003, only to be revived at the end of 2007 under the ownership of Hoffman Media, LLC, which returned the publication’s appearance and content to its original format.
Before Closing, Victoria Changed From Elegant to Commercial
In 1987 and during the years that Victoria readers remember with fondness, the magazine provided a monthly view to a peaceful, beautiful world. It was not about an austere, strict lifestyle, but about “living graciously,” said Phyllis Hoffman DePiano, Hoffman Media President and Victoria Editor-In-Chief, in an interview with the Make Mine Pink website on November 1, 2007.
To the disappointment of its readers, when founding editor Nancy Lindemeyer retired and was succeeded by editor Page Kennedy, the magazine switched its format. Formerly large, lush photographs -- by many esteemed photographers including Toshi Otsuki -- were reduced and printed in more glaring colors; the articles were shortened; and it started to look like “any other bland decorating magazine,” writer Lorna Barrett commented on her site Dazed and Confused. Eventually, the magazine closed in 2003.
Readers Cried at the Return of the Magazine
In the spring of 2007, devoted Victoria fans around the world were ecstatic about the news that the magazine would not only be returning, but printed in its original, graceful format. Hoffman DePiano said in the Make Mine Pink interview that she received phone calls from readers who were so delighted that they were in tears.
In the Reader to Reader section of many issues since then, letters have described their authors being emotionally overwhelmed by, and thankful for, the magazine and its contents. Hoffman DePiano had hoped subscriptions would reach 250,000 within a few issues; the magazine reached its goal, and has a total readership of 900,000.
Since 2007, delighted readers of Victoria have been enjoying a “return to loveliness,” “bliss” and “the charm of yesteryear,” phrases the magazine has included on its cover and spine through the years. In addition to the magazine’s traditional high-quality photography, readers enjoy:
- Features - Approximately five articles per issue
- Calling Cards - Business cards from women entrepreneurs
- Favorite Things - Items and places relevant to the season
- Writer-In-Residence - Catherine Calvert is the 2010 writer
- Inns We Love - Inns in lovely settings
- Cooking and Entertaining - Recipes and how-to articles
- Chimes - A nostalgic essay relevant to the season
Old Issues Are Rare and Expensive
Hoffman DePiano told Jura Koncius from The Washington Post in an October 18, 2007 interview that 1987 issues of Victoria were selling for $100 on Ebay.
Readers Have Banded Together
During the years without Victoria fans joined message boards to share their memories and scans of old issues. At Morning Coffee and Afternoon Tea, Remembering Victoria Magazine and other boards they discussed past articles and photos and then, with joy, the return of the magazine.
No doubt these fans and new subscribers are lovingly reading and storing their current issues for themselves and for future readers who might enjoy the gracious world described in Victoria’s articles and photographs.
Sources:
- Barrett, Lorna. June 5, 2007. "R.I.P. Victoria Magazine?" Dazed and Confused website.
- Koncius, Jura. October 18, 2007. "Victoria Plans a Romantic Return." The Washington Post.
- Make Mine Pink website. November 1, 2007. "Celebrate! The Return of Victoria!"
- Morning Coffee and Afternoon Tea website.
- Remembering Victoria Magazine website.
- Victoria Magazine official website.
Further reading:
Christina Guerrero - Christina Guerrero is an American journalist and writer. Her published credits include 98 nonfiction print articles.
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