Changing from a non-profit foundation to a for-profit corporation, "Ms." magazine recently passed through a transitional phase, transforming its image to attract more advertisers. Four issues published after the fifteenth anniversary issue, when the new image was introduced, illumine both the hegemony of patriarchal capitalism and the contradictions and tensions within it. While asserting that only their "skin" (i.e. cover representation, size, and format) would change, "Ms." diverts attention away from the significance of the connections between its structural and formal changes. The attempt of "Ms." to be seen as a "commercial success," a marketing opportunity rather than a cause, indicates the ability of the marketplace to reincorporate resistance into its system. Yet the same competition that forced "Ms." to be reincorporated is also the strongest indicator that "Ms." was successful at forcing the marketplace to expand its hegemonic definitions of meaning. Readers, commenting on the old "Ms." covers, current "Ms." covers, and the November 1987 covers of "Self,""New Woman," and "Mademoiselle," noted that the new "Ms." covers looked less political and more similar to other women's magazines. Yet "Ms." has opened space within the dominant male culture even as it closed some traditionally political representations. (MM)