When she was editor-in-chief of Cosmopolitan, Marie Claire and Glamour, Bonnie Fuller counted on her rock-solid reach into a critical corner of the 18-to-34 female household: the bathroom.
But in an op ed for Ad Age, the editor of hollywoodlife.com argues that the so-called “bathtub barrier” – the fondness of women to luxuriate in a fully drawn bath with the latest issue of their favorite women’s magazine(s) – has been irretrievably breached. Thanks largely to the ingenuity of Apple and the late Steve Jobs:
The iPad broke the Bathtub Barrier when it was born on April 3, 2010. At last, a portable, lightweight digital device that allowed women to replicate the magazine experience, while they soaked (carefully).
Now, I predict the iPad Mini will hyper-accelerate the watershed moment we’re in. At 7.8 by 5.3 inches and weighing 0.69 pounds, the iPad Mini is a bathtub no-brainer. It also fits into almost every purse a young woman may carry, which means it will go everywhere with its readers, who can access news, info and shopping at their fingertips.