WOMAN: AN EXPERT’S VIEW - Claire Beale explains why even a revamped Woman is too dowdy for her tastes

Expert’s view? Well, I am a woman, but not a Woman reader, so not exactly an expert. In fact, Woman to me meant knitting, nutritious meals for a family of four and finding clothes to hide saggy breasts and child-bearing hips. Vogue is really more my thing, darling.

Expert’s view? Well, I am a woman, but not a Woman reader, so not

exactly an expert. In fact, Woman to me meant knitting, nutritious meals

for a family of four and finding clothes to hide saggy breasts and

child-bearing hips. Vogue is really more my thing, darling.



Now I know the impression I have is out of date, but I’ve never bothered

to find out what Woman 1998 is really all about - which makes me a prime

target for the ad push IPC is hoping will help halt the magazine’s sales

slide.



IPC is putting money behind the magazine in the hope of drawing new,

younger readers. But if the advertising’s successful, what will readers

find when they hand over pounds 1.40 and sit down with a cuppa?



Once inside this summer special, of course, I found plenty of guilty

reading material. Yes, I do still hoover up those articles on ’55 ways

to look great this summer’ and ’Let’s eat outside’.



I hastily glossed over the fiction - the sort of stuff that gives

writing a very bad name, pored over the problem pages (one day I, too,

may have a daughter with a verruca), and loved the bitchy celebrity

fashion dos and don’ts.



The fashion was in my price range but Asda and Tesco are not my

favourite haunts for clothes shopping. Basically this is probably a

magazine designed for my pocket but not my snobbishness.



The fact is that Woman has no badge value for women who like a bit of

aspirational escapism. It’s practical, cheap, cheerful and no challenge

to the intellect. The ad campaign will have to be bloody good because,

as perceptions stand, I don’t want anyone to think of me as a Woman

reader.



When not checking out the stock at Karen Millen, Claire Beale is

Campaign’s Media Editor.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

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).