My kindly newsagent looked somewhat puzzled when I slipped into the
shop, bumped in to the greetings card carousel due to the enormous pair
of dark glasses worn as a disguise, eschewed my normal Observer and
furtively placed the Sunday Express into my bag before scuttling out
(after giving him 90p, of course).
I know that I shouldn’t be a snob in the carefree, anything goes
Moreover, I loved the incongruously brilliant Saturday magazine launched
in 1996. So I grit my teeth, pretend to be slightly less youthful and
begin my critique of the Sunday Express’s new-look magazine.
Just like real magazines, it has little nuggets of stuff in the first
few pages followed by bigger stuff and some horoscopes (mine says I’ll
have to work hard to earn my living; uncanny, since I’m having to write
this on a Sunday ).
But what kind of magazine does it look like? It’s just another random
collection of leftovers that the mid-markets serve to their loyal
readers on Sundays.
At this point, I have to cheat and look at the press release: ’A
complete read with something for everybody.’ Funny, I thought it was a
Ah, but no. Skim past the articles on swimming with dolphins (quite
good, actually), flimsy pink kitten-heeled Jimmy Choo shoes and the
’brand-new’ TV guide (a TV guide’s a TV guide, right?) and you get to
the children’s bit.
A majority of the double-page spread entitled ’Adults not allowed’ is
taken up by a stodgily worthy article about the ’Green-2K Gang’ tarting
up a pond in a Hackney school. The rest is filled by a recipe for boiled
eggs (isn’t that what mums are for?) and a handy tip concerning the
Financial Times’s opinion of Pokemon cards. Hey, why not go the whole
hog and give your child the crossword to do?
OK, I’ll admit that lots of the stuff might be appealing to mum, but
something for everyone? There’s nothing in here for dad and children
would only use it to look up what time Byker Grove is on. But I suppose
little Tibbles might find it handy for the litter tray.
Eleanor Trickett likes a more meaty read on her day of rest
Publisher Express Newspapers
Cover price Free with the Sunday Express
Full-page colour ad rate pounds 30,000
Advertisers include Page & Moy Travel, Renault, Daewoo, Hewlett-Packard,