More than 40 years after shaking up women’s magazines with its racy mix of centrefolds and sealed sections, Cleo magazine is starting another revolution by dropping sex from the cover. New editor Sharri Markson believes it is the first time since the magazine was launched in 1972 that sex has not been used as a selling point.

The shift is driven by the attitudes of the magazine’s generation Y readers, most of whom live at home with their families and show a surprisingly conservative streak.

via Hold the sauce, Cleo’s gone prudish.