What is a magazine? For decades, women's magazines were regularly published, print-bound guidebooks aimed at neatly defined segments of the female audience. Yet in an era of convergent media technologies, participatory culture, and new economic demands, producers are confronting vexing questions about the identity of the women's magazine. This book offers a unique glimpse inside the industry and reveals how executives and content creators are working tirelessly to remake their processes and products. Through in-depth interviews with women's magazine producers, an examination of hundreds of trade press reports, and in-person observations at industry summits, the book chronicles a fascinating transformation in print culture and technology from the magazine as object to the magazine as brand. The book draws on these findings to contribute to critical debates about media labor conditions, workplace cultures and hierarchies, and creative processes.