MEDIA: CREAM - AN EXPERT’S VIEW - Andy Morley is singularly unimpressed with Cream, a wannabe lads’ magazine

When Campaign said it wanted me to review Cream, I thought I’d made it. Free entry, free booze, a night in a top hotel and access to the notorious VIP room in Liverpool’s famous club. Job done.

When Campaign said it wanted me to review Cream, I thought I’d made

it. Free entry, free booze, a night in a top hotel and access to the

notorious VIP room in Liverpool’s famous club. Job done.



My disappointment was immense when, instead of train tickets, a copy of

a new lad magazine called Cream arrived on my desk. But a deal is a

deal, so here goes.



Cream sets out its stall on the front cover. A couple of blondes next to

the cover line: ’Make mine a double - talking dirty with TV’s vodka

babes.’ What gives away the magazine’s agenda is that the women look (no

disrespect) a little bit ropey. Cream is Loaded’s downmarket little

brother.



FHM gives you scantily clad models and actresses with a bit of new lad

lifestyle thrown in. Loaded gives you game-looking girls with

lager/drug/hooligan articles.



Cream just gives you a lot of girls with a few tired features. I felt

like I’d read the article on the Internet porn industry a thousand

times.



The problem is that Cream really isn’t offering anything new. The choice

of Jenny McCarthy for a feature also seems misguided, as she is one of

the girls FHM is using in its current TV campaign.



The magazine manages to take the intelligence out of the men’s mag.

Whether you like them or loathe them, Loaded and FHM are

well-constructed titles.



FHM is undeniably slick and Loaded always comes across as having a

tongue firmly planted in its cheek.



Cream seems to be aiming for an audience who don’t even want to bother

reading the words.



This is a magazine for pond life. The irony is that the magazine ’for

men with bottle’ will only be bought by men who don’t have the bottle to

buy the real thing: Fiesta.



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