The Changing Face of Women's Magazines

Anyone who's ever picked up a women's magazine has had the experience of being told you are lacking something. Whether it's perfect legs or the new line of designer handbags, they have it and you've gotta have it.

How many women's magazines tell you that you already have everything you need?

The RAY magazine has set out to do just that. More than six years ago, Sierra Sullivan, founder and CEO of The RAY was fed up with mainstream media sending a message to women that they are not good enough unless they look, act or dress a certain way. She resolved to offer women a lifestyle magazine that would empower them to love and accept themselves.

With no prior publishing experience to draw on, Sierra's entrepreneurial journey in creating The RAY took many twists and turns to become what it is today. It took the efforts of a whole community of volunteers, contributors, sponsors and more who shared her vision, to bring the magazine to this point.

Though The RAY has been in existence for more than six years, it has recently undergone a transformation of its look and feel to create a wider appeal and reach a more mainstream audience of women. I caught up with Sierra just after she had spent countless hours in the final edits phase (and a few all nighters) to get the new magazine off to the printer. When I met up with her on a video chat, she still looked a little tired and sweaty.

"After 72 hours of straight labor" Sierra says, "the baby is at the printer!" Those 72 hours were a tiny homestretch compared to the months of tireless effort that went in to this valiant effort to change the face of women's magazines.

The RAY, an acronym for the Real Authentic You, is based in the heart of Hollywood. And what could be a better place to foster a sense of self-acceptance? "Living in this image driven city led me to a deeper awareness of my own struggles with self-esteem and self-acceptance," Sierra said. After searching within and realizing her own innate wisdom and beauty, she was able to shed the confines of the "quest for perfection." That was the day The RAY was conceived.

Sierra established her magazine by first publishing a free e-zine, which eventually grew into a 24 page print publication. The inspirational content within all 18 issues that have transpired from this early seed have attracted the attention of thousands of readers. She helped to expand her reach and community by forming alliances and partnerships with several women's organizations like Amazing Women International, Gather the Women, Step Up Women's Network, as well as sustainable living groups like Going Green Today, a company that offers personalized "green lifestyle makeovers." She also expanded The RAY's offerings to include personal and professional development workshops, events and gatherings "founded on a message of self love." These events helped to solidify The RAY as far more than a magazine. In fact, they are seen as a movement aimed to transform the way women feel about themselves.

Sierra says that her goal is not just to create a conscious magazine, but to offer The RAY as conscious resource that "provides virtual and physical space for women to connect with an influential and conscious community." With her vision focused on this mission, she continues to attract contributors, sponsors and even a full staff of writers, editors and designers.

The level of response and support she gained from her initial print and online publications is what inspired Sierra and the team to take The RAY to new heights. Appropriately, the new 84-page issue's theme is Abundance, and its July 17th release will reach over 81,000 readers. Sierra says The RAY community (and beyond) can look forward to even more inspiring articles, realistic tips for positive living, and a very exciting progressive fashion spread "featuring everyday women doing extraordinary ecological work in the world as models...I can't wait for you to see it!"

Of course, no L.A. magazine would be complete without a little star power behind it. Scarlett Johansson, Ed Begley Jr. and Josie Maran tackle issues from beauty standards to green living in the new summer issue. Sierra had a vision of a magazine that was "not just articles on a page, but an experience."

With the revamped, sexy look and timeless content, this publication easily fits that description. It hasn't been that easy for this dream to become a reality, though. Sierra and her team have had to work day and night for months, even through some very dark nights. "Finding the faith and the funds was a difficult struggle," said Sierra.

Weeks prior to deadline, it was hard to see the light at the end of the tunnel. Sierra's bank account was wiped out, and the thousands of dollars it takes to bring a major publication to life, just weren't there. Sierra turned to her community for support. "Asking for the money was the hardest part," said Sierra, "it's hard to ask for what you need when you're used to giving it away. Giving it away is the easy part." With only a few days to spare, believers in her dream came together and raised the funds to send her baby to print.

"I'm just one person," Sierra said, "it's tough to believe in yourself that much, to find your own self-worth to say, 'I don't care how big the dream is, I'm going to make it happen.' Sometimes it's even harder to realize that you need help." When the intentions are pure, help always seems to come through, as did Sierra's community. She hopes her story and her publication will empower all women to realize that anything is possible. "Don't be afraid to dream it and know that you can make it a reality." she says, "And don't let anything get in the way, especially yourself."

The truly inspiring product of Sierra's dream will be available by subscription at www.RAYmagazine.com/subscribe, and at various empowered retailers in the greater Los Angeles area.