This magazine is a bore. That’s what many young, uneducated people with modest incomes might be thinking after reading the first couple of pages of upscale magazine. Perhaps the lack of interest stems from the readers’ inability to attain the lifestyle upscale portrays. It is for the financially well-off, educated, stylish African-American. Most people just aren’t there yet, but they want to be. That’s what upscale is banking on.
Upscale was founded by Bernard Bronner in 1989 and is run by his wife, Editor-in-Chief Sheila Bronner. The monthly publication educates its readers about the arts, fashion, beauty, news, politics, and entertainment and has a circulation of roughly 181,400 and a readership of 927,500. The question arises: Since upscale has been around for more than a decade, why does it have a comparatively low circulation and readership? But, realistically, how many people can afford to take the highlighted trip to Pisa, Italy, on a whim or splurge on fractional aircraft shares and travel when the mood strikes? Not many.
Many aspects of the magazine reflect a small, select group of African-Americans. The publication makes clear that its readers have a sizeable income. For example, in the November 2007 issue, upscale highlights two classic cars. The show-stopping Limited Edition Boxster S goes for $59,900 and the roguish Land Rover LR3 is a little less at $49,300.
While upscale suggests how readers can spend their money, it also shows them how to maintain and increase their wealth. This month, for example, the magazine offers advice to future entrepreneurs on how to start their own company.
The majority of its readers are college graduates. As a result, the magazine runs some stimulating pieces. For instance, this issue includes tidbits on race relations in America, the newly elected African mayor in Ireland, and the out-sourcing of service-oriented jobs to foreigners.
For all of the extravagance and intellect that upscale promotes, the short length of the feature articles is somewhat surprising. The content is good, but after only two pages, readers probably don’t want the article to be over. For example, Kym Allison Backer’s article, “Through the Fire,” on Angie Stone could have gone more in depth about Stone’s relationship with R&B singer D’Angelo, their breakup, and other obstacles Stone had to overcome.
Like Stone, many upscale readers had to overcome obstacles in their lives to get to the privileged place they are today. They enjoy the finer things in life and they know how to get it. While not everyone may appreciate the lifestyle that upscale promotes, that doesn’t mean that they shouldn’t read the magazine. What at first glance appears boring is really quite inspiring. Upscale writes about the affluent lifestyle that many people wish they had. In the end, readers aren’t left bored. They’re just left wishing.
—Iesha Brown
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