NATIONAL ENQUIRER: AN EXPERT’S VIEW: Claire Beale says stars’ fat deposits, piles and naked churchgoers lack subtlety

Wednesday afternoons in the Campaign office are something of a guilty secret. After the thrilling adrenaline high of an average Campaign press day, we turn our attention to matters less lofty.

Wednesday afternoons in the Campaign office are something of a

guilty secret. After the thrilling adrenaline high of an average

Campaign press day, we turn our attention to matters less lofty.



This means surreptitious flickings through the office batch of weekly

magazines - Hello!, OK, the odd Radio Times if you’re last in the queue.

Best of all, though, the National Enquirer.



And now it’s after your clients’ money. The National Enquirer, the

biggest selling weekly magazine in the US, is now available to UK

advertisers.



So what can your average UK brand expect from this prospective

partner?



Well, there’s nothing subtle about the National Enquirer. With cover

lines like ’Stars’ fat thighs, the good, the bad and the flabby’, this

is a magazine that tells it like it is. And who can resist a whole

feature on whether Cindy Crawford’s thighs are bigger than Demi Moore’s,

particularly when it begins ’The Cellulite Monster is attacking

Hollywood’?



Find out how a ’red hot sex scene’ changed the life of Gillian

(se)X-Files Anderson and why some churchgoers like to bare a whole lot

more than their soul at the chapel in Wild Wood. My favourite bit is the

double-page spread at the back on the fashion hits and misses of the

stars.



Throw in the cheap paper and the fact that it’s the sort of title you’re

tempted to secrete behind a copy of the Star, and the National Enquirer

is unlikely to endear itself to your average advertiser, particularly

when the ads in this week’s issue include Maximum Strength Haemorrhoidal

Cream, John McDermott’s Danny Boy album and a triple set of John Wayne

videos. Still, it’s such a nice change from Hello!.



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