It depends on what you mean as “unhelpful”. If you take it to be “anything which does not hinder the gospel and godly living” then I’d say almost all of them, including the “Christian” ones, are unhelpful. I used to subscribe to Christian Woman but found their arminian basis and prosperity theory focus extraordinarily unhelpful.
A helpful publication should edify the reader, and provide an environment where the reader is not subject to an onslaught of either outright sinfulness (such as No Idea and cleo) or bad and misleading theology such as (at least the editions I’ve read of) Christian Women.
The Briefing, although not a womens mag per se, meets the criteria of providing support in godly living and does so within an environment of good theology.
It would certainly be possible to produce a womans mag which was theologically sound and had content which was edifying for both author and reader alike, but in todays market it just would not sell as it would not be filled with what itching ears want to hear.
I mean, let’s just consider the purpose of a mainstream womens mag - it’s there to fuel gossip, envy, avaricity, selfish preoccupation with self, false innuendo and idolatory. That’s why they sell - it’s the sinful mind which seeks after these things so strongly. I don’t think you can have a “harmless approach” which permits reading such things - it’s the same as saying “I can read pornography as long as I stay aware of its pitfalls and difficulties, and then I can enjoy it for what it is without getting all serious about it, it’s just a magazine after all”. Sorry, that just does not wash.
I see no functional difference between the populist womens mag (eg cleo, vogue, no idea etc) which preach a gospel of greed and selfishness and the populist porno mags which preach a gospel of greed and selfishness. We happily condemn one because of the insidious effects it has on the reader’s mind - why do we not also similarly condemn the other on the same basis, that of the insidious effects it has on the reader’s mind.
For me, for what it’s worth, rather than reading magazines for a “bit of a break” or “over a cup of tea with friends” or whatever other excuse women come up with to justify reading populist womens mags, I much prefer reading a chapter or two of a good book, such as one of the many written by Kirsten Birkett, and other chrsitian living books written by evangelical bible believing women for other evangelical bible believing women. We should be out there witnessing to hollywood and to those caught up in its bright lights, not spending time jumping the fence into their world as a participant and then jumping out and starting to witness to them saying “oh your lifestyle is not godly, you need to consider the claims Jesus has upon your life”.
We all need to consider the claims Jesus has on our lives in all we do, including all we read, even “just the small stuff, on a break, doing no harm” magazines.