We've done quite a number of magazines and coffee-table books -- the ones we love doing are the annual magazines for schools, clans and associations. Why - the stories behind every single page. While it may not mean much to the man on the street who reads it, it's a safe-keep for parents, grandparents, as they retell their school-stories to the next generation.
Hence it's ever more important that the paper type reflects the era of print, brings out the memories that we want to remember decades down the road, and importantly durable to last through the years.
For a while now, the majority of magazines use gloss paper, the property responsible for coated paper's shiny or lustrous appearance. Gloss papers are less opaque and have less bulk and are less expensive than Dull and Matte papers.
However, more and more we have clients coming to us for the matt-coating (A non-glossy, flat looking paper. Matte papers are higher in cost and in bulk.) It gives the minimalist feel to the magazine, while spot-UV will allow you to highlight the right parts of the cover. For example, the school logo, the photograph. The matt-coating together with the spot-UV allows the right parts of the book stand out. The bulk of such a paper gives "weight" to this gift that's to last the generations.
Environmentally friendly organisations love to use recycled/FSC paper -- besides helping to save trees, it also gives a rustic feel. One of the newer paper types would be coated recycled paper. The huge advantage is that the paper is coated (for protection and longer last of the magazine) and the colours won't be as dull as on the usual recycled paper.
The other commonly used paper for fashion/entertainment magazines is the coated art-paper or coated mechanical-paper (a lot thinner). These paper-types definitely gives better colour reproduction and is loved when there are lots of photographs in the content. Photographs definitely won't look as nice on woodfree or recycled paper.