Mental illness is a serious health risk in the United States. People suffering from mental illnesses are often subjective to gender-specific stigma and stereotypes. Based on theories of agenda setting, framing, and stigma communication, this study compares the portrayal of mental illnesses in women’s and men’s lifestyle and health magazines between 2009 and 2013 through a content analysis. It finds that women’s magazines tend to present a more positive coverage of mental illnesses by citing patients, adopting human interest discourse, and using challenge cues such as hope than men’s magazines. Theoretical and practical implications are discussed.