MEDIA: SUNDAY EXPRESS MAGAZINE: AN EXPERT’S VIEW - Sunday Express mag’s new look has failed to improve the title

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).

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

noughties.



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

women’s magazine.



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

Frequency Weekly

Cover price Free with the Sunday Express

Full-page colour ad rate pounds 30,000

Circulation 974,865

Advertisers include Page & Moy Travel, Renault, Daewoo, Hewlett-Packard,

Vauxhall



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