A qualitative research method was used, as qualitative approaches are mostrnoften associated with reception analysis, which is the focus of the study. Thernstudy used a three stage qualitative approach, which include qualitative contentrnanalysis to make a comparative analysis of the content data with the audiencerndata, focus group discussions followed by individual-in-depth interviews. Thernformer to gather data through the groupsâ€™ interaction and the latter to enrich therndata and give it a â€˜human faceâ€™. The sampling procedure was mainly purposive.rnThe gathered data finally were thematically analysed. In addition, though thernstudy is not bound to specific theories attention was given to theoretical andrnepistemological issues entailed in reception research during analysis.rnIn general, the study elicited important insights in the understanding of thernconsumption of Kalkidan by female readers. It indicates that social factors suchrnas age, education level and marital status affect the interpretation andrnconsumption of the magazine by the women. The findings also reflect both thernactive and passive audience theories, basically related to the education factor.rnSome concepts of Hallâ€™s encoding/decoding model are also observed in thernfindings. The overall views of the women on the magazine in line with their levelrnof satisfaction on the magazine are also included. Accordingly the study reflectsrnwhat the magazine lacks to meet the lived contexts of the women.rnThe study shows that factors such as age, education and marital status affectrnthe interpretation and use of the magazine by the women. Moreover, thernfindings reflect that both the active and the passive audience theories arernbasically related to the education factor. The study also highlighted thatrneducated audiences are generally unsatisfied with the provisions of the magazinernas they felt that it has lacked pertinence to their real lives.