MEDIA ARENA: AN EXPERT’S VIEW - Despite the recent revamp, Arena still offers the same features. By Marcus Brown

A few years ago the dawn of the new millennium was hailed as a time for contemplation. A time for change as well as an opportunity for the world to become more loving and caring.

A few years ago the dawn of the new millennium was hailed as a time

for contemplation. A time for change as well as an opportunity for the

world to become more loving and caring.



Three months into 2000 and Arena has decided it wants to change and has

relaunched. But what does Arena think its readers of the new millennium

want? The time-honoured favourites such as money, power and sex, of

course.



And it certainly offers that. There are features on money.



Articles on money and power. And interviews with people who have money,

power and women.



One such person is Prince Alwaleed Bin Talal. He’s got money - dollars

17 billion at the last count. He’s got a 22-year-old wife who is the

same age as his son and, of course, he’s got power. After all, he’s a

major shareholder in Saatchi & Saatchi. It’s a fantastic article.



Apart from that one interview, the rest are predictable and obvious.



The feature on the latest pounds 20 note is one such example. It’s an

in-depth look at the anti-copying devices that the Bank of England has

incorporated into the note.



There are also the predictable shots of women reclining seductively.



Whether they are reclining on a pile of leaves or on a motorbike, you

get the feeling you have seen this all before. The only exception to

this was the woman in a wooden crate feature - she certainly seemed to

be lacking the power required to get out of it.



When I heard that Arena was going to be relaunched I was excited by the

prospect of something that would break the groundrules and define a new

concept in magazines. Like Wallpaper did when it was launched. What I

found was just a repackaging rather than anything more exciting.



But then I should have realised this as soon as I read about the

magazine’s new typeface. Its manifesto tells you that the ’n’ in Arena

is for ’new typeface’. They proudly gush: ’It’s called Rockwell. (We

knew you’d love to know.) As you can see, it rocks.’



Well, I think I’ll stick to Wallpaper as my magazine for the new

millennium.





Frequency: Monthly



Full-page colour ad: pounds 5,500



Publisher: Emap Elan Network



Circulation: 47,000, down 22.7 per cent year on year



Cover: price pounds 3



Advertisers include: Benetton, Audi, Hugo Boss, Nike, Stella Artois.



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).