Shape (magazine)

Shape (magazine)
Title	Shape
Frequency	Monthly
Category	Fitness
Company	Dotdash Meredith
Firstdate	1981
Country	United States
Language	English

Shape (magazine) is a United States-based women's health and fitness publication covering exercise, nutrition, wellness, and lifestyle. Launched in 1981, the magazine has featured fitness programs, celebrity profiles, and product reviews while navigating corporate ownership changes and the shift from print to digital media. Its coverage has included collaborations with fitness professionals, appearances by entertainers, and partnerships with brands across the health and publishing industries.

History

Shape launched in 1981 amid a growing interest in health and fitness fostered by public figures and organizations such as Jane Fonda, Richard Simmons, Jack LaLanne, President's Council on Physical Fitness and Sports, and Robert Atkins (physician). Early issues reflected trends promoted by Vogue (magazine), Cosmopolitan (magazine), Good Housekeeping, and publishers like Time Inc. and Condé Nast. During the 1990s Shape evolved alongside celebrity fitness moments involving Jennifer Aniston, Madonna, Oprah Winfrey, Sheryl Crow, and Christy Turlington while competing with titles such as Women's Health (magazine), Men's Health, and Self (magazine). The 2000s saw corporate transitions involving conglomerates including Bonnier Group, Capitol Records (company), Meredith Corporation, and later Dotdash Meredith, reflecting industry consolidation exemplified by mergers like AOL Time Warner merger and acquisitions similar to Gannett Company deals. Editorial leadership changes have included editors with backgrounds connected to Hearst Corporation, The New York Times Company, Walmart partnerships, and marketing strategies akin to those used by Nike, Under Armour, and Lululemon Athletica.

Editorial Content and Features

Shape'''s editorial mix has combined workout routines, nutrition guidance, and lifestyle advice framed around influencers and experts such as Jillian Michaels, Bob Harper, Chris Powell (trainer), Toni Sorenson, and registered professionals affiliated with institutions like Mayo Clinic, Johns Hopkins Hospital, Cleveland Clinic, Harvard Medical School, and Stanford University School of Medicine. Regular features paralleled those in People (magazine), Entertainment Weekly, and Health (magazine), with celebrity covers involving stars such as Beyoncé, Gwyneth Paltrow, Jennifer Lopez, Kate Hudson, Reese Witherspoon, Halle Berry, Kerry Washington, Scarlett Johansson, and Zendaya. Shape published workout series influenced by methodologies from Pilates, CrossFit, Zumba Fitness, Barre (exercise), and programs popularized by instructors connected to Equinox (fitness club), Gold's Gym, and boutique studios in Los Angeles, New York City, Chicago, and Miami. Nutrition content referenced dietary trends associated with Mediterranean diet, ketogenic diet, Paleo diet, and research from journals like The New England Journal of Medicine, JAMA, and The Lancet.

Circulation and Readership

Circulation metrics paralleled audits from organizations like the Alliance for Audited Media, measuring paid and verified readership across demographics tracked by firms such as Nielsen Holdings, Ipsos, Kantar Group, and data services like Comscore. The magazine's audience overlapped with readers of Women's Health (magazine), Fitness (magazine), and Shape'''s competing titles while attracting subscribers via partnerships with retailers such as Target Corporation, CVS Pharmacy, Walgreens, and subscription channels like Amazon (company) and Barnes & Noble. Advertisers ranged from apparel brands like Nike, Adidas, Under Armour to nutrition companies including Gatorade, Nature's Bounty, and consumer electronics firms such as Apple Inc., Fitbit (now part of Google), and Peloton Interactive.

Digital Presence and Multimedia

Shape expanded online with web content, video programming, and social media channels on platforms such as YouTube, Instagram, Facebook, TikTok, and Twitter. Multimedia initiatives included streaming workout series modeled on formats used by Peloton, podcast ventures resembling productions from NPR, and branded content collaborations akin to campaigns run by BuzzFeed and Vox Media. Partnerships and advertising integrations involved networks like Google Ads, Facebook Audience Network, and affiliate programs similar to those operated by Shopify merchants and Rakuten. The digital strategy paralleled moves by legacy publishers including Hearst Communications, Condé Nast, and Future plc to monetize content through subscriptions, native ads, and e-commerce.

Awards and Recognition

Editorial and photography teams received recognition in industry competitions comparable to honors from the American Society of Magazine Editors, National Magazine Awards, Webby Awards, Folio: awards, and design shows such as Print (magazine)'s regional competitions. Contributors have been featured in lists compiled by outlets like Forbes, Fortune, The Washington Post, Los Angeles Times, and have collaborated with institutions including American College of Sports Medicine, Academy of Nutrition and Dietetics, and events such as New York Fashion Week.

Controversies and Criticism

Shape faced criticism on topics similar to public debates involving Body positivity, Fat acceptance movement, Medicalization of obesity, and coverage disputes echoing controversies experienced by Cosmopolitan (magazine), Men's Health, and Women's Health (magazine). Critics from advocacy groups and commentators in outlets like The Guardian, The New York Times, The Atlantic, Slate (magazine), and BuzzFeed News have challenged editorial decisions on imagery, representation, and health claims, while legal and regulatory scrutiny reflected broader industry tensions involving advertising standards enforced by organizations such as the Federal Trade Commission and industry bodies like the Interactive Advertising Bureau.

Category:American women's magazines Category:Health magazines Category:Magazines established in 1981