MEDIA: MORE - AN EXPERT'S VIEW. Rebecca Beer was happy with more celebrity features inside the new-look More magazine

Emap has ploughed £3 million into the relaunch of its teen magazine More in the hope of repositioning it in what is already a crowded market.

The first thing I notice about the newly styled title is that the exclamation mark has been dropped from the masthead and the text running above it features the word "Glamour" in similar typeface to that of the Conde Nast magazine.

Its target audience has been bumped up in the age stakes, now focusing on women in their early to mid-20s rather than girls in their teens. More used to be a teen magazine targeting the older teen market, with girls in the playground inquisitively looking up the "position of the fortnight", which is one of the features that remains.

The front cover and contents page reveal the usual "Hair that flirts for you", "Ten almighty orgasms by the weekend" and, of course, the competitions synonymous with teen titles.

However, there has been a massive turnaround in areas of celebrity and fashion. The cover girl is Jennifer Anniston, who is the subject of a feature about life with Mr Pitt. There is a distinct celebrity presence throughout the magazine, with lots of Posh and Becks, Brad and Jen, Justin Timberlake and pages of celebrity fashion, make-up and gossip.

These pages take on the style of other gossip titles such as Heat and Now, showing celebrity fashion boobs and an intriguing feature on how celebrity wives will look like their mother-in-laws as they age. Not a good look for Posh Spice.

It is interesting to look at the increased volume of advertising in the title. We don't have luxury goods brands thrust at us here, but the ads are representative of the target market, with moderately priced skincare products, music, low-fat and healthy foods and, of course, the essential new fashion item, the Remington Bikini Trim & Shape.

I don't think that the redesign will alienate loyal readers, but it has definitely changed direction in terms of adding to its target market.

I did think that some of the sex-related features came across as being a little tame, not a lot of very exciting stuff on these pages. In fact, I would go as far as saying they were boring. However, there were other areas that made up for it.

As a gal in my mid-20s, I thought it was a fairly good read, with some sections better than others. The magazine included interesting true-life features, lots of high-street fashion and tried-and-tested make-up and fashion accessory tips that were maybe more targeted to a younger audience.

But it was the celebrity presence that made it all the more interesting for me.

- Rebecca Beer, Campaign's junior reporter, is the only one of the Campaign team who still watches Big Brother.

Publisher: Emap Elan

Frequency: Fortnightly

Cover price: £1

Circulation: 246,261

Full-page ad rate: £12,435

Advertisers include: Virgin Mobile, John Frieda, Rimmel, E4, Mars,

Ryvita, Remington

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