A New Swimsuit Issue Feature

In addition to the usual array of leggy models in skimpy bikinis in exotic locations, Sports Illustrated’s swimsuit issue this year, due on Tuesday, has a surprising new feature: a small style guide geared toward the issue’s legions of female readers.

Women read the swimsuit issue Yes, 18 million of them, according to research conducted by the magazine.

The guide includes six pages of content from Sports Illustrated and six pages of Target ads. Titled “Secrets of Swimsuit,” the guide will include information on swimsuit trends and advice on how mere mortals, not supermodels, can achieve that sexy beach look.

Laura Portwood-Stacer, a visiting assistant professor of media, culture and communication at New York University, said magazines like the Sports Illustrated swimsuit issue teach womenwhat culture considers ideal.

“Women learn on a daily basis, unconsciously but also consciously, how to carry themselves, how to present themselves in a way that will be deemed acceptable and attractive by others,” Ms. Portwood-Stacer said. “As such a major cultural institution, it makes sense that the swimsuit edition would be a sort of bible for that kind of learning,” she said. “Women are trying to see themselves in the images; they’re comparing themselves to these ideals of feminine sexuality.”

M. J. Day, the magazine’s swimsuit editor, said the tips were meant to help women recreate the looks they see in the issue. “It’s all things that everyday beautiful women can do at home. Tousled beachy hair, very light makeup,” Ms. Day said.

Women are “a part of our franchise that we can grow,” she added. “Why not deliver more to them”

The guide features swimsuits costing a few hundred dollars to less than $50, and brief interviews with some of the mode! ls.

Target is a marketing partner for the issue this year and its six pages of ads in the guide feature swimsuits it sells, many for less than $40.

“From a business standpoint, swim is a huge business for Target,” said Michelle Mesenburg, a marketing vice president at Target. “We wanted to have something that was a little more innovative and not just an ad in the book,” she said.

The editorial content and the ads were created independently, and the guide was not meant to be branded content, executives from both Target and Sports Illustrated said.