As a call to attention for the gender pay gap, Canadian magazine Macleans has created two different covers for its latest magazine.
The first cover reads “Women pay $6.99 for this magazine” while the second says “Men pay $8.81 for this magazine”, reflecting the 26% difference wage gap between women and men who work full time.
They also point to studies that show the existence of a gender pay gap even after accounting for factors like industry, occupation, and age.
Two covers with two different prices—one at $8.81, the other at our regular price of $6.99—to reflect the 26 per cent gap between full-time wages paid to men and women in Canada. Here's why Maclean's is doing this. #PayEquity https://t.co/cxPv7B8BOe pic.twitter.com/ZGjgsNPR3K
— Maclean's Magazine (@macleans) February 8, 2018
However Macleans has clearly stated that readers can choose which cover to purchase – so men do not actually have to pay more than women to read their latest issue.
For those who do choose to purchase the more expensive magazine, the $1.82 difference will be donated to Indspire – an indigenous-led charity – which will use it towards funding a scholarship for one indigenous woman.
Social media responds
People on Twitter and Facebook were – to put it mildly – less than impressed with their decision.
Neat stunt. I haven’t thought about buying MacLean’s for years until this stunt. Now I’m tempted to buy the women’s edition. Of course that’s your game: drum up sales in any way possible. No thanks. Nice try, though.
— Douglas_Barnes (@Douglas_Barnes) February 10, 2018
So men are expected to continue working longer and tougher jobs than women and pushing harder for a raise just in order to buy the same goods? What's wrong with the equality we already had in the west? Not misandrist enough? Shame on you
— Kryzz (@Valdraya) February 9, 2018
Not that I'm in your readership but if I had been I'd be telling you to stuff you magazine up your backside for perpetuating the wage gap myth. Yes I know there is an article going into the reasons for it in this edition, the cover is deserving of ridicule.
— Sexy Bearded Viking (@TassieHairydog) February 9, 2018
Not too sure about this one. I get that it raises great visibility in the gender pay gap but is it really going to be a helpful platform in the overall movement? #PayEquity
— Erin Ashton (@ecashton) February 9, 2018
We should be like the women in Iceland in 1975. 95ish percent of them went on strike and it helped to fix the pay gap and equality in life. Iceland is a great example. Now places like Norway and France are making things like this possible. Men will react negatively women won't
— Shar Piper (@SHARPIPER13) February 10, 2018
Which cover would you buy?