MEDIA: MEDIA CHOICE

Gordon MacMillan comes out of the dark to review a new movie title from Emap Mark Whelan, a director of ie; [sic], chooses the Littlewoods Pools centre-spread ad in the December issue of Loaded: ‘So there I was, flicking through a, er, friend’s copy of Loaded when after a good five to six seconds I came across the centre spread. ‘Stone me,’ I thought, ‘if it isn’t my mate Stuart’s pneumatic girlfriend.’ I flicked the page over, wondering who the other pin-up was. ‘Stone me again! It’s, er, a Littlewoods advert.’ Featuring Joanne Guest wearing only the contents of two Dulux matchpots and a pair of shorts, it is followed up several pages later by a similar shot and a stuck-on pools coupon bearing the rather saucy line: ‘I wish I could keep my draws on for 10 weeks’. It shows a really good understanding of the reader and of making the most of the medium. Who says the Pools is boring?’ Media planners/buyers: Tim Elton and Alan Levy, BBJ Media Services, creative: DMB&B

Gordon MacMillan comes out of the dark to review a new movie title from

Emap



Neon, Emap’s new film magazine launched this month, carries the strap

‘Mainlining movies’. It’s perfect. Neon is less Hollywood gloss, less

Premiere and grittier than the competition. But a small warning: if your

idea of a good film is anything with Meg Ryan in it - in other words, if

you’re not a dedicated film freak - then Neon is not for you.



This is reflected in the look of the magazine - including the grainy

cover and the orange (neon) masthead that gives the whole thing a sort

of late-night look.



It manages to sustain through 116 pages a rather good mix of useless fun

snippets (Pamela Anderson’s favourite Chevy Chase movie is Fletch), news

and a fine bag of features.



The first piece kicks off with the Coen brothers picking their ten

favourite underwear movies and pretty much sets the tone. That’s the

point. You have to at least be interested, see the fun, in a Coen

brothers underwear list (or as Joel Coen says of Twelve Monkeys: ‘For

the plot is underwear’).



And, yes, there are plenty of lists - which is good, as anyone who is

reasonably dedicated to spending their time in dark movie theatres

usually has an interest in lists (or is that just me?).



The cover feature (‘Crack, smack, guns and shopping: wasted, how

Hollywood ate Robert Downey Jnr alive’) gives you an idea of where Neon

is going. That said, the half-dozen features are remarkably even, making

it an excellent read for a debut. Hopefully, this is not entirely down

to the extra amount of time allowed to put the launch issue together.

The consistency test, I guess, comes with the second issue. Here’s

hoping.



Gordon MacMillan is the Barry Norman of Campaign’s newsdesk



Mark Whelan, a director of ie; [sic], chooses the Littlewoods Pools

centre-spread ad in the December issue of Loaded: ‘So there I was,

flicking through a, er, friend’s copy of Loaded when after a good five

to six seconds I came across the centre spread. ‘Stone me,’ I thought,

‘if it isn’t my mate Stuart’s pneumatic girlfriend.’ I flicked the page

over, wondering who the other pin-up was. ‘Stone me again! It’s, er, a

Littlewoods advert.’ Featuring Joanne Guest wearing only the contents of

two Dulux matchpots and a pair of shorts, it is followed up several

pages later by a similar shot and a stuck-on pools coupon bearing the

rather saucy line: ‘I wish I could keep my draws on for 10 weeks’. It

shows a really good understanding of the reader and of making the most

of the medium. Who says the Pools is boring?’ Media planners/buyers: Tim

Elton and Alan Levy, BBJ Media Services, creative: DMB&B



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