Contemporary political communication exacts seeking new areas of public presence of politicians. Women’s magazines have become one of the most promising channel of political communication because of reasons which are discussed in the article. The author argues that the growing importance of the press is an effect of political marketing (personalization and celebrization of politics), commercialization of the media (tabloidization of journalism), as well as changing expectations of audiences which are fragmented and uninterested in politics. These processes result in growing importance of the media which are not directly associated with politics. Politicians’ presence in the women’s magazines leads to intimization of political journalism creating new conditions of building political persona.