July, 2009 is the month to regroup and reorganize (like Eddie Bauer or Chrysler, for example). What better way to find inspiration and motivational new ideas than by reading a magazine! Here are one or more magazines for each Sun Sign, keyed to individual Astrology forecasts for July. This general July Reading suggests a universal tendency (trendency) to reorder day-to-day life as this ungainly economic "recession" continues.
Aries: RealSimple. The pioneering Aries leads a personal reorganization at work and at home (in some cases, the same place). Because so much is still NOT happening in July (like a robust job market or a rebounding economy), Aries spends the first part of the month refiguring, recycling and renovating (checking out the June, 2009 issue of RealSimple for tips and hints). Aries’ plans, this month, may also include DIY projects (time to re-tile the shower), paint the kitchen and/or finally take all the old cell phones, the old computer and its equally aging mouse to the recycler. For Aries, July is about getting real and getting simple. The magazine helps pave the way. Founded in 2000, RealSimple seems to be right in step with what people are wanting to learn and read about when it comes to down-sizing, simplifying and living within means.
Taurus: Good Housekeeping. This venerable magazine, first published in 1885, is still offering its Seal of Approval with coverage of the "best healthy" recipes, entertaining and redecorating ideas — all geared to the readers’ need for ease and practicality. Since Taurus made a mental note a while back to gain back control of his/her hearth and home, GH is life’s perfect little instruction mag. In July, Taurus wants to make a clean sweep of things - beginning with the kitchen, (and a new broom), and extending throughout the rest of the house. Taurus is one of the least sentimental of all Zodiac signs, so closet, get ready. Goodbye vintage prom dress, letter sweater (it has moth holes, anyway) and high school yearbooks. When Taurus gets going on a project, s/he means business. "Clean as a whistle" might fit the extent of Taurus’ home de-cluttering reorganization this July. Anybody who protests has no chance for input when the Bull has made his or her mind up about something - in this case, do-overs.
Gemini: People. Still one of the most popular magazines,(founded in the 1970s), this trendy little slickster stays true to the maxim (not that mag) that one picture is worth 1000 words. Although Gemini may say otherwise, s/he is always interested in who’s done what to whom, and People always dishes - whether the story is about royalty, (Britain’s or Hollywood’s), or survivors (TV reality shows or those who ate raw cookie dough). In July, Gemini takes a much needed breather from extensive overwork on one or more jobs and catches up on some down-time, which includes catching up on gossip and escapism. This relaxation is necessary before Gemini can launch his/her own extreme makeover home or work-edition. It’s R&R for Gemini in July. And then it’s time for some serious regrouping.
Cancer/Moonchild: Field & Stream,Self. The water sign wants and needs to go fishing in July (thus the mag references to stream and outdoors). Never much of a hunter, Cancer loves to fish.Cancer’s mood revives while fishing. This includes all types of fishing: from a boat, a riverbank or in a canoe in the middle of a lake. I never met a Cancer who didn’t like to fish (or eat fish), because there’s much more to fishing than actually landing a big one. Time spent fishing helps Cancer reorganize, mind-wise, - so necessary due to the off-balancing days of the first part of 2009. Like Gemini, Cancer needs to take a much-needed R&R break. In Cancer’s case, this means getting back to nature (fishing). If Cancer catches any fish, s/he is just as likely to release or to take only what s/he can eat. Field & Stream, founded in 1895, has featured writers ranging from Teddy Roosevelt to Ernest Hemingway, so ithis mag is not just a fisher/hunter’s digest. For those female Cancers who do not fish, July’s the time to pay more attention to nurturing the body (and that include hydrating:, swimming, kayaking, mineral baths, etc).Self Magazine,a popular publication with women’s bodies in mind (diets, health, exercise) was founded in 1979 and, like its readers, still going strong. For Cancer/Moonchild, July, the birth month, focuses on water and how it can aid good health so Cancer can regroup, later on.
Leo: The Economist. Surprisingly to everyone but Leo, this U.K.-based "newsmagazine", founded in 1843, has zoomed to the top of the healthy magazine lists likely due to the subject matter it covers and the depth of knowledge of its writers. Prior to 2008, Leo might have been more interested in other popular financial publications, but since the world economy melted down, Leo is spending a great deal of time planning on how to lead his/her company and family and keep them safe from further economic fall-out. The Economist may not be anybody’ idea of a good bedtime read, but Leo is still burning the midnight oil, reading for education and enlightenment. This robust magazine has it all over some of the more popular magazines about money, business, high tech and even the arts. It’s not a matter of gender with this magazine; if you’re in a corporate or political leadership role, it’s a must-read, especially if you have regrouping and reorganizing on your mind.
Virgo: Popular Science/Popular Mechanics. Virgo, the ever-practical Sign, does not care a twit about decorating trends, fashion or fruit smoothies this July. Male and female Virgos alike are wanting to retune and retool their lives. Popular Science, founded in 1872, offers Virgo some ideas about what scientists are working on (and who’s working) and Popular Mechanics, founded in 1902, has a whole realm of great DIY ideas. Virgo wants to get rolling on some type of renovation, and that may include promoting an invention or two or launching a home-based business that is geared to computer use. Virgo never lets any grass grow under his/her feet, and July is no exception. Virgo feels the need for change much more than many of the other Signs. Also much more than other Signs, Virgo is likely to keep trying out a plan until it works. If these historic, award-winning magazine seem too old school, Virgo can find some high-tech tips and advice about internet technology in other magazines, like Wired.
Libra: Elle/GQ. One of the few few successful publications geared to women and style (the other being Vogue), Elle and its sound-alike, Elle Decor (interior design) offer ideas for the younger, innovative women. Female Libras are still very much tuned into their homes and their jobs and may have recently changed both. Elle and Elle Decor has caught on to the tenor of the times, which for Libra, in July, means staying on top and ahead of the trends (especially in marketing fashion and design). For men, GQ , founded in the 1930s, is both a fashion statement and one of the newer publications to re-launch indepth investigative reporting. For example, GQ recently published a lengthy investigation about Donald Rumsfeld and his leadership role during and after Hurricane Katrina. This is food for thought for all Libras. In July, Libras continue to renovate and re-do, paying close attention to what’s going on around them. But as always, Libra keeps an eye open to spot the latest and the greatest on the market, which leads to new ideas, new concepts and new products in the near future.
Scorpio: Men’s Health/Women’s Health. These are two "healthy" magazines, first published in the 1980s, but with, growing in circulation and status. This month Scorpio (male and female) has decided to concentrate on his/her lifestyle. Maybe it’s because Scorpio does not like the way s/he looks in a swim suit, or maybe it’s Scorpio’s growing alarm about the safety of food in the U.S., but Scorpio is convinced in July that become more healthy is vital to both a healthier bank account and career. This is true for all Signs, but Scorpio is the sign most caught up in a movement towards better health. Some Scorpios may give up meat (especially if they’ve seen the new documentary, Food, Inc.); some Scorpios may turn their lifestyle more green- seeking the most efficient ways to conserve energy at home and at work. These magazines help Scorpio i.d. their health and lifestyle goals and move on them - reorganizing regrouping, redoing - powerfully, like everything else Scorpio does. Expect a leaner (meaner) Scorpio version come August.
Sagittarius: Rolling Stone: Still up and running since 1967 and published every two weeks, despite the current, growing sickness of the music industry. For the younger (and younger-minded) generation, Rolling Stone offers indepth coverage of politics, celebrity, technology, entertainment. This is a good choice for Sag, who is still trying to figure out his/her life, due to some recent, major life shake-ups. Rolling Stone (with its many articles) offers perspective about what’s hot, what’s about to be hot, and what’s as cold as a stone that stopped rolling. Still geared to the younger audience (say, under 40), Rolling Stone is as close to a predictive publication as can still be found on the market. Great photographs and some quality, indepth investigative reporting, Rolling Stone motivates Sag to keep rolling through July, August and September. Sag, the good-tempered Sign, is still not ready to completely revamp his or her life, but Rolling Stone will gently nudge him/her into thinking more about the future. And just like everyone else, Sag will regroup.
Capricorn: Esquire/Vanity Fair. First published during the Great Depression, 1933, Esquire, the venerable men’s magazine is still going. It’s changed over time (gone are the Vargas pin-ups), and it’s thinner, but the literary output is still great, and the magazine remains alive and kicking. Always a fun, and sometimes an intellectual read, Esquire reminds us that we worked our way out of the Great 1st Depression, and we can do likewise, again in 2009. For Cap women, it’s Vanity Fair, because this magazine often gives a nod to fashion and celebrity, but keeps its indepth reporting consistent with a magazine that still cares what’s happening to us. (And Cap cares so very much). VF, first published in 1913, is sometimes revolutionary in terms of content and graphics (remember the nude, very pregnant Demi Moore), and always a great, long read - at bedtime, on the plane or at the beach. Both Esquire and Vanity Fair remind us why digital online magazines are still second-rate when it comes to ogling the photos, the art, and (yes) even the adverts. These two magazines offer inspiration in July to Capricorn to keep going, full speed ahead on his or her own power. Just as these two mags prove, a quality product and perseverance endure - even if it means reorganizing it to meet the times.
Aquarius: Metropolitan Home/Better Homes & Gardens. The usually serious Aquarius is at a resting point his July- caught in the middle between what s/he wants to do and what is actually happening. Everybody knows July is a slow, usually uneventful month (usually - except for this year’s total sun eclipse), and so Aquarius, who can go no further in career right now, turns her/his mind towards fixing up personal space. Metropolitan Home and Better Homes & Gardens, founded in 1922, are both survivors, largely because of the great designs and practical tips the former offers the 30-40 somethings and the upscale audience Better Homes still serves. Full of home renovation and reorganizing ideas, Aquarius turns to these magazines for practical advice on how to renovate and re-do. Both mags offer inspiration, although you are likely to find Metropolitan Home more down-to-earth. With that in mind, Aquarius may be in the mood for new paint, furniture recovering or even gardening (pots or plots). Aquarius is thinking Green this July - but that ranges from Mint to Chartreuse to Olive. Whatever hue Aquarius chooses, Green is likely to be front and center.
Pisces: Playboy/Bust. Pisces gets some stress relief this July, thanks to these two magazines. Founded in 1953, Playboy still goes strong, with its latest generation of a largely male audience. Bust, founded in 1993, for women, is not the female version of Playboy. But Bust is at least as controversial and provocative as her older, graying brother. Most people under 50 have never seen or heard of Bust, but it’s a ro-bust magazine, on the cutting edge, understanding better than many publications, exactly what it is that women want. (Meanwhile, Playboy assumes it has always known what women want: men). Pisces is in a serious but superficial mood in July - seeking escape from the demands of work and home. These two magazines offer a "vacation" of sorts for this deep-thinking water Sign. Once again, these mags are not nearly as fun or enlightening when viewed on the internet or digitally. But Pisces needs to get away from the computer and feel free to page through the actual paper pages, so s/he has time to dream and brainstorm. Reorganization on the job or in a romance is a fact for Pisces, like everyone else, but that will happen later, perhaps during Autumn.
Magazines, as noted elsewhere by this Astrologer, are an endangered species. We’ve lost Life, Look, Domino, Portfolio, Country Home, and dozens and dozens of others. With both advertising and subscription revenues way down, magazines must scramble to publish. Many offer slimmer, smaller formats; some have gone online only. This is a sad time for those of us who still love to turn the slick pages of a glossy magazine, because we can’t wait to see what’s next.
If magazine cost is a problem these days, take heart. Check out your local library book store. My library book store offers previously read (and sometimes unread) magazines for $.25 each (often a recent or current issue). Talk about the ultimate do-good recycle: the$.25 goes straight to the library, and the low cost goes straight to you! There are wonderful back issues of every magazine you could want. Spend a $1.00 and enjoy a week’s worth of great reading. Then return the mags back into the library book store, and someone else can enjoy them. While perhaps not what the magazine publishers had in mind in terms of financial support, pass-on readership does count for something when it comes to advertisers. (What comes around goes around). Certainly the publishers are counting on a high pass-on rate these days to justify ad rates.
Note#1: For those who collect art and/or magazines, the incredible, rare magazine, FLAIR , conceived and created by Fleur Cowles in 1950 and published for just one year, offered some of the most innovative and far-sighted art and literature in magazines - ever. Fleur Cowles died in June at the age of 101. Her wonderful Flair is now a valuable collector’s item, some times offered on the internet for sale (pricey and going up) . This is a magazine like no other. For another view of what magazines can look like, (if they try), also check out the late, great, creative magazine, Nest (also no longer published but A++ when it came to ground-breaking, progressive style). Grab both of these mags if they ever pass your way). Note#2, I have absolutely zero monetary connection to any of the magazines mentioned above. The only connection between (among) us is the cosmic connection that relates to the Sun Signs, and the sentimental fact I wrote for a number of magazines for a number of years some time back. I love magazines like some people love chocolate (or magazines about chocolate). I am sad to see any magazines "fold." But, I like to remind myself, that was then, this is now…. - SK
06.22.09
