MEDIA: INDEPENDENT ON SUNDAY’S REALITY: AN EXPERT’S VIEW - The Sunday newspaper’s freebie Reality doesn’t cut it, Karen Cunningham says

A country weekend with a huge pile of papers and yet another new magazine. Another gaping hole in the forest? How would I grade this one in terms of firelighters? Will it make it to Monday or perhaps linger on through the week?

A country weekend with a huge pile of papers and yet another new

magazine. Another gaping hole in the forest? How would I grade this one

in terms of firelighters? Will it make it to Monday or perhaps linger on

through the week?



With a busy company to run and a small daughter, there’s so little time

and so much to read. I love magazines - who’s in, who’s out, interesting

articles, funky fashion and insights into other people’s lives all in

the flick of a page. So what of The Independent on Sunday’s new

magazine, Reality?



Well, to be honest I didn’t quite get it. Reality looks and feels like

it is - a freebie. I suppose it tries to capture the younger, funkier

readership, maybe with a female bias, but there is such a huge wealth of

magazines that already do it well. It’s got to evoke some sort of

response with its reader. The reality here is that it’s very mediocre,

very disposable and highly disappointing. The layout is uninspiring and

the editorial confusing. It’s not easy to digest. Considering the wealth

of talent that is available in England - graphic designers,

photographers, typographers - one would have hoped that The Independent

could have harnessed these to much greater effect.



’Get out, get healthy, get seen, get real’ is the sub-heading on the

front cover and, although the advertisers are clearly aiming at the

younger reader, the fashion and some of the articles focus squarely at

the thirtysomethings.



To me, a successful magazine has real personality - something that over

time you become intensely fond of. Reality is trying too hard to be

populist and in the end takes itself too seriously. Given that The

Independent in the week has, against all odds, managed to sustain and

grow a very loyal readership in the most difficult of markets, one

wonders what’s going on here.



I would have preferred to have seen this magazine rolled into the other

supplement, The Review. For the politically correct Independent, I

wouldn’t expect them to be trying to attract readers with pure volume of

paper - where is the eco-awareness here? So in terms of firelighters,

sadly, this one will be close to the top of the pile.



Publisher Independent Newspapers

Frequency Weekly

Circulation 248,630 (January ABC)

Full-page colour ad pounds 10,000

Advertisers include Diesel, Toni & Guy, Panasonic, Camper, Box Fresh,

Kiru Originals.



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).