There’s one thing about being a ’busy, working thirtysomething’,
and that is you resist being categorised or targeted as one.
Nevertheless, as a self-confessed shopaholic and magazine junkie, I was
intrigued to review PS.
The editorial in the first issue sensibly asks whether the world needs
another women’s magazine, before promising that PS is very different
from the rest of the crowd.
Well, yes and no. PS’s main claim to fame is that it is the ’world’s
first home shopping magazine’. Everything in it - from a lipstick, to a
gadget, to a sofa - can be bought direct. Marvellous!
At first glance PS’s format is similar to other women’s magazines. There
are all the usual features which play directly to the Bridget Jones
Diary syndrome: food, relationships, ’Quick fixes for a fitter future’,
and ’The truth about fat after 30’.
The cover promises fashion, homes, health, beauty, food and travel and
all of these sectors are well represented. The fashion spreads, in
particular, are well put together and web addresses and telephone
hotlines accompany each item, making it easy for the reader to select
and then shop straight off the page.
In terms of the magazine’s format this is a good idea, but you are never
quite sure if you are reading a magazine or a catalogue. The fact is
that it is both. The features are interspersed with ’catalogue’ ads from
a range of popular names, which include Marks & Spencer and Laura
While these do relate to features or fashion spreads, the magazine
doesn’t really flow. The catalogue sections are exactly that and look
flat compared with the rest of the magazine. It seems that the very
thing that makes PS different is the thing that lets it down. The
magazine appears a bit uncomfortable with its own format.
Nevertheless, it does provide a good overview of what’s out there and
shopping direct has that important convenience factor. If PS continues
to showcase an interesting cross-section of retailers and if you are
busy, working and thirtysomething, this could be the magazine for
Full-page colour ad: pounds 6,800
Publisher: Dennis Publishing Circulation n/a
Cover price: pounds 2
Advertisers include: Toyota, Clairol, Wall’s, American Express, Promise,
Philips, Birds Eye.