Ling, you bring up a good point here.
Personally, I use watch magazines strictly as an informational resource. Sometimes the in-depth articles teach me about the specifics of the functional mechanisms of the watch. But I have never let a watch magazine influence my judgement about the desirability of a watch.
Reading many wristwatch magazines has helped me learn more about the product as a whole and help me appreciate the craftsmanship, history, and concept behind horological instruments.
But I have developed a certain taste for watches, I have developed a certain loose criteria for watches, I do a fair amount of research prior to making my watch purchasing decision, and no magazine is going to tell me what kind of product or service to buy. We have some members here who have very strict criteria; some members only want certain metal cases, some members insist on hand-wound watches only, many members insist on only buying from full fledged manufacturers that manufacture every spring and screw (or at least claim to). I think these kinds of basic criteria are important to develop a taste for a particular type of watch that reflects upon a particular kind of owner. I think a magazine, should help watch collectors develop this criteria, it helps someone discover what kind of features they like.