German lesbian magazine
L-MAG is a magazine that is aimed at a lesbian target audience. The German print magazine for lesbians appears bi-monthly and is available in Germany, Austria, Switzerland and Luxemburg. Approximately 15.000 copies are printed with each edition. "L-MAG" is available at over 2.000 outlets (e.g. train station newsagents, selected bookstores and community L-spots) and can also be purchased on subscription and as an e-publication.
The magazine is published by Special Media SDL, which also publishes Berlin's biggest queer city magazine, Siegessäule. The co-founder and editor in chief since its inception is Manuela Kay.
History.
"L-MAG" originated as an idea of the now deceased publisher Reiner Jackwerth. In 2002, he asked the then-editor of the Siegessäule, Manuela Kay; "What do lesbians who live outside of Berlin actually read?" He then asked her, "Ms Kay, please think of something." For the 2003 Gay Pride season, the first 40 000 copies, with the title "What Lesbians Really Want", were distributed at Pride in Hamburg, Berlin, Cologne, Munich, Frankfurt am Main and Stuttgart. On reflection, Manuela Kay, editor in chief, said, "And then in the summer of 2003, we made the extraordinary journey over six consecutive weekends to six CSD Prides from Hamburg to Munich. It was tough appealing to the somewhat sceptical lesbians who were reluctant CSD participants, who didn't really trust that we knew our way: a magazine for lesbians? That seemed far too new and trivial." Prominent interviewees in the first edition included Ulrike Folkers, Katharina Franck, Tegan &amp; Sara and porn star, Dolly Buster, in "Unexpected Interviews".
Initially, "L-MAG magazine" was published by Jackwerth Publishing as a free, quarterly A5 publication, in parallel with the then country-wide magazine Lespress, that unlike "L-MAG", was not available in general newsagents and outlets. Furthermore, "L-MAG" was compiled by the Siegessäule team.
From January 2005, the "L-MAG" went on sale with a print run of 30 000 copies in pocket book format, with over 3 000 subscribers.
At the beginning of 2008, the "L-MAG" was the first of the German media to interview the President of the DFB (German Football Association), Theo Zwanziger, on the theme of Homosexuality and Professional Football. Gudrun Fertig conducted the interview.
In 2009, there was a complete design relaunch, with a new logo, that is still in use.
After the liquidation of the Jackwerth publishing company, the result of the erstwhile publisher Reiner Jackwerth's retirement, the "L-MAG" was taken over in May 2012 by part of the media holdings, which were retained and absorbed into the newly established Special Media SDL. Manuela Kay, the editor in chief of "L-MAG", as well as the editor in chief of the publishing company's online media, Gudrun Fertig took over as the co-directors of the newly founded publishing house.
Print.
"L-MAG" is the first magazine for lesbians that has appeared regularly in newsagents since the time of National Socialism. "L-MAG" regards itself as a journalistically driven magazine in the tradition of the lesbian magazines of the 1920s in Germany, like Die Freundin (The Female Friend/The Girlfriend) and Garconne (Flapper). "L-MAG" is on a par with Curve in the USA and Diva in the United Kingdom.
"L-MAG"'s focus in the printing field lies in the representation of the diverse lives of lesbian women and a self-evident and a self-confident handling of the theme of being a lesbian. In contrast to the practically invisible presence of lesbians in the mainstream media and society in general, "L-MAG" celebrates the visibility and participation of lesbian women in all aspects of life. In addition, "L-MAG" deliberately abstains from reporting on the clichéd themes so predominant in other women's magazines e.g. fashion and dieting. Instead, strong, successful lesbian women are portrayed and national and global lesbian culture is depicted.
The feelings of isolation and being more or less alone in the world, that are so familiar to many lesbians, are countered with multiple portraits, interviews, photos and news that portray the rich diversity and omnipresence of lesbians The desire for positive role models, ideals and pioneers are reflected in "L-MAG" in the form of portraits and interviews and numerous photo sets.
Among others, "L-MAG" has interviewed and portrayed famous lesbian role models such as model and actor, Ruby Rose, rock star Melissa Etheridge, singer Kd lang, front woman of the band Skunk Anansie Skin, the performers and makers of the series The L Word, both actors who portrayed the character Lisbeth Salander i.e. Rooney Mara and Noomi Rapace, footballers e.g. Nadine Angerer, Nilla Fischer or Ramona Bachmann, TV presenters Bettina Böttinger and Dunja Hayali, feminist Laurie Penny, supermodel Jenny Shimizu, pop star Beth Ditto, actors Ulrike Folkerts and Maren Kroymann, diverse politicians or unexpected interviewees such as Dolly Buster, Wolfgang Petry or "Bond Girl" Lea Seydoux.
Regular columns in the magazine include international reporting about lesbians in all walks of life: politics, sex, gossip, horoscopes, music, sport, film, books. In addition, every publication deals with a focal theme e.g. family, social media, freedom, friendship, romance, Europe, art, bisexuality.
Online.
From its inception, "L-MAG" commanded an extensive online presence with news and additional lesbian-focussed services e.g. 'L-Dating', 'L-Events' and the permanent column 'K-Word' with lesbian gossip. In September 2009, the new "L-MAG" website with a lesbian online portal went live. Since June 2016, the website also offers a mobile version and currently enjoys over 120 000 page impressions per month. (122 164 November 2015, according to the IVW, the German Audit Bureau of Circulation).
Awards.
In 2010, the lead article "European Paradise?" of the May/June 2009 edition, about the European elections, was awarded the European Parliament's Prize for Journalism, in the category 'Print'.
Social engagement.
To mark its 10th anniversary in 2013, "L-MAG" initiated and organised the Dyke* March Berlin. Marching under the motto "Lesbian Visibility and Lust for Life", on the eve of the Pride March, a bevy of lesbians took to the streets of Berlin. By doing so, L-MAG sparked a new movement for lesbian visibility in Germany. Cologne (2015) and Hamburg (2016) soon followed suit with their own Dyke Marches.
Miscellaneous.
An early edition of "L-MAG", entitled "Counter-public/Underground" was printed to accompany the exhibition "Homosexualities*" (2015) in the DHM (Deutschen Historischen Museum), the German History Museum in Berlin.
References.
 ;templatestyles src="Reflist/styles.css" / ;