Shine don’t do it for me, baby - frankly, there’s more spunk in a
Published by Attic Futura, Shine’s core target audience is ABC1 women
aged 25-34, with an editorial focus on beauty, health, fashion and
It has little personality and is without a distinct flavour; a bland
blend of so many other women’s monthly titles.
The editor, Lucy Bulmer, tells us that ’the point is life gets in the
way and the trick is not to feel guilty about it’. I think that she’s
saying you can’t or don’t always want to do everything all the time, so
don’t get hung up.
This balanced approach seems cool and a realistic reality check for
chicks, but the reality falls short for me. I had hoped a holistic
approach could generate substance for the articles empowering readers;
however, I was left feeling that while some of the ingredients for a
reasonable recipe were there, the end product lacked potency.
Shine’s positioning to women is about ’living it up and feeling good
about ourselves’. This sounds fair enough, but the idea of blagging
samples off cosmetic counters in Leeds strikes me as uninspired ’beauty
That well-used couch shot (three blokes, one can of Stella in hand)
entitled, ’I’d never shag a girl with a big bum’, provided a forum for
male views on female anatomy. This was sensitively countered by their
male peers in caring relationships, one of whom commented: ’Lisa’s got
great nipples, they’re like wheel nuts on a Scania truck!’
Shine has good production values and a balanced structure which results
in a safe first issue.
With a stronger and less confused identity, Shine might boost Attic’s
position as a contender in the ring with the other magazine big boys,
albeit a girlie one.
Jean Ash is the media group head at Rocket.