SHINE: AN EXPERT’S VIEW - The lack of any originality renders Shine an insipid offering, Jean Ash believes

Shine don’t do it for me, baby - frankly, there’s more spunk in a eunuch.

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.


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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).